At the Copenhagen flagship store, By Malene Birger hosted a morning session together with Voyado and Sitoo to explore how the brand has strengthened its customer experience across channels.
Retail Area Manager Janaina Pereira and Laufey Ludviksdottir, CRM and Loyalty Specialist, shared the key learnings and developments that have shaped the company’s modern loyalty strategy. Their journey highlights how a strong data foundation and a unified commerce solution can create meaningful growth in a premium retail environment.
From handwritten notes to high-precision loyalty
By Malene Birger’s long-running loyalty program, DARLINGS, began as a highly personal initiative. Store teams kept handwritten notes about their best customers, relying on memory and intuition to nurture relationships. Although this approach created warm connections, it eventually became difficult to manage as the brand expanded. The pre-existing CRM setup also limited visibility into customer behavior and made it hard to identify patterns or segment the audience effectively.
A turning point came with the implementation of Voyado and Sitoo. With both platforms working together, the brand gained a much clearer view of its customers. The team could analyse online and in-store interactions, track spending habits and return patterns, and understand how different segments behaved across touchpoints. This shift opened the door for more relevant communication, smarter loyalty activities, and a more thoughtful approach to discounting.
These results reflect how a strategically built loyalty program can strengthen both customer satisfaction and commercial performance.
A new understanding of the omnichannel customer
The combination of Voyado and Sitoo gave By Malene Birger a more complete understanding of differences in customer behavior across channels. In-store shoppers tend to have higher average order values and stronger brand loyalty. Online customers are often more price-sensitive. The most valuable group, however, are those who engage both digitally and in the store.
With data flowing in real time, store teams can now welcome customers with more context and offer a more personalized experience. This approach strengthens relationships, especially for premium fashion, where the in-store environment plays a central role.
This illustrates the value of an omnichannel model supported by a unified commerce platform and an advanced loyalty solution.
Store teams as relationship builders
Even with strong digital capabilities, the in-store experience remains one of the most important touchpoints for By Malene Birger.
Store associates now have access to customer insights, purchase history, and loyalty data through Voyado and Sitoo. This information helps them create tailored experiences for high-value customers and explain the benefits of joining the loyalty program to new shoppers.
The brand views store personnel as key contributors to long-term loyalty, and the tools they use support this human connection inside the boutique environment.
Testing, personalization, and automated customer journeys
Continuous testing is central to By Malene Birger’s growth strategy. The team regularly evaluates different types of communication, loyalty benefits, and customer engagement activities. Through these experiments, they have learned that loyalty benefits tend to drive stronger long-term engagement than short-term discounts.
The brand has also introduced automated workflows that monitor satisfaction, returns, inactivity, and other key signals. These flows allow the team to respond in real time and re-engage customers with communication that matches their behavior and preferences.
A partnership shaping the future of customer experience
The collaboration between Voyado and Sitoo gives retailers a unified view of the customer journey and the ability to act on insights across every touchpoint. By Malene Birger’s transformation shows how a premium fashion brand can evolve its loyalty strategy, increase profitability, and create a stronger omnichannel experience with the right tools in place.
The work continues, and the foundation has never been stronger.
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