How Blutsgeschwister turned segmentation into growth with Voyado

A bold brand with a purpose

Blutsgeschwister is a fashion label with a strong identity. Founded to bring joy through design, the brand creates sustainable and playful clothing designed to reflect individual style. For nearly 25 years, they have stayed true to their signature ornamental style while evolving to include more contemporary lines that appeal to a broader audience. As the brand grew, complexity increased, and Blutsgeschwister needed a smarter way to connect with their increasingly diverse customer base.

The challenge: One brand, many customer journeys

As the brand matured, so did its customer segments. What started as a niche, playful fashion label has become a broader lifestyle brand with customers across different ages, values, and style preferences. “We realized that sending the same message to everyone just didn’t cut it anymore,” says Sarah Stott Chief Performance Officer at Blutsgeschwister.

To deliver the personalized experience their customers expect, they needed a solution that could handle advanced segmentation, marketing automation, and customer lifecycle management, without overloading internal resources.

The solution: Powerful tech with a human touch

After an extensive search, Blutsgeschwister chose Voyado for its unique combination of user-friendliness and powerful capabilities. “We needed something easy enough for our team to use on a daily basis, but with the flexibility to support complex use cases. Voyado offered the right balance,” Sarah shares.

The onboarding process was smooth and collaborative. With hands-on support from both the onboarding specialists and account managers, the Blutsgeschwister team was able to move quickly from setup to real-world execution. “Having access to people who genuinely care about our success, not just from a technical but a strategic point of view has made a huge difference.

Results: Smarter Segments, Higher Conversions

Since implementing Voyado, the team has been able to segment their audience in ways that are both relevant and effective. By tailoring communications based on factors such as lifecycle stage, product category, and design preference, they now address specific customer needs and behaviors with precision. This targeted approach has resulted in a 69% increase in conversion rate.

This targeted segmentation has shown clear results during store openings and product launches. For example, when launching their new location in Stuttgart, the team focused communications exclusively on local customers, ensuring high message relevance, increased engagement, and reduced fatigue among non-local audiences. This strategy contributed to a 29% increase in email open rates, underscoring the value of geographic precision in campaign execution.

In addition, the company has implemented fully automated customer flows, ranging from abandoned cart reminders to branded storytelling initiatives, all managed within their own brand ecosystem. “We no longer need to rely on external providers for campaigns. Everything stays in-house, and it feels authentic,” a team member noted. The impact of this shift is clear: a 60% increase in click-to-open rate (CTOR) reflects more engagement and relevance with their content, thanks to more personalized and consistent communication.

The mindset: Loyalty without gimmicks

At Blutsgeschwister, loyalty is not driven by discounts; it’s built on emotional connection and shared values. “We don’t want to push our customers to buy more with constant promotions. We want them to love the brand, believe in the values, and feel truly seen,” Sarah explains.

This philosophy is reflected in their strategic use of segmentation and personalization. By leveraging Voyado, they nurture meaningful, long-term relationships starting from the very first interaction. Communications are tailored with care, strengthening brand identity and long-term loyalty rather than transactional behavior.

The effectiveness of this approach is evident in the numbers: the average receipt value has increased by 8.2%, indicating not just more frequent engagement, but deeper customer trust and willingness to invest in the brand.

Advice for other brands

Blutsgeschwister’s biggest tip for retailers considering a platform like Voyado? Set clear priorities. “Voyado is powerful, so powerful that it can feel overwhelming if you try to do everything at once. Define your key use cases early, execute them well, and build from there.”

With a structured, iterative approach and an ongoing partnership with their Voyado team, Blutsgeschwister continues to evolve their customer experience strategy week by week.

Sarah concludes, “It’s a journey, not a destination. But it’s one we’re excited to be on.”