Eton Shirts has evolved from a traditional Swedish shirtmaker into a modern global brand. What remains unchanged is the dedication to craftsmanship and attention to detail. In recent years, the brand has taken major steps to unite its physical boutiques, online channels, and CRM strategy into one seamless ecosystem powered by Voyado. This story breaks down six key steps behind Eton’s transformation, from unifying data to building emotional loyalty, so other premium brands can learn from their journey.
As Eton expanded globally, the brand faced a challenge familiar to many premium retailers: how to merge heritage-driven craftsmanship with a data-driven, personalized customer experience.
While the company had built a strong reputation in wholesale and retail, its CRM setup lacked the integration needed to create a unified customer view. Without that foundation, personalization was limited, and omnichannel engagement was difficult to scale.
“We wanted to connect our nearly 100-year-old craftsmanship with a modern, data-driven business model without compromising our DNA.”
— Sebastian Bellini, CRM Coordinator Eton
Eton believed that premium today is not just about the product, but about every interaction surrounding it. To deliver that, the team focused on three key principles:
By connecting all these touchpoints in Voyado, Eton could finally turn insight into personalized experiences for every market.
Integration isn’t just a technical step, it’s what enables a brand to translate craftsmanship into modern clienteling.
Voyado became the central CRM and loyalty platform for Eton, integrating data from e-commerce, stores, and customer service. This gave teams across the business a complete understanding of each customer.
“Our stores give us invaluable feedback every day. Now, that insight flows directly into Voyado, helping us strengthen relationships and deliver a consistent Eton experience, no matter the channel.”
— Sebastian Bellini, CRM Coordinator Eton
A single view of the customer helps every department (and not just marketing) act on insight in real time.
Eton designed its membership program, The Signature Club, around exclusivity and experience rather than discounts. Members gain access to limited collections, premium packaging, and personal service, reinforcing the brand’s premium positioning.
In Germany, one of Eton’s fastest-growing markets, members with an account purchase 20% more on average (190 EUR vs. 160 EUR). This shows how exclusivity and belonging drive higher value than transactional rewards.
“Our members don’t join to save money. They join to feel part of something refined and personal.”
— Sebastian Bellini, CRM Coordinator Eton
In premium retail, loyalty is emotional. It’s about belonging, not bargains.
Eton uses Voyado automation to engage customers throughout their lifecycle, from welcome journeys to churn prevention.
Their abandoned-cart flow converts at 13.6% in Germany, thanks to carefully tested messaging that reflects Eton’s refined tone of voice. Trigger-based flows and localized content in different languages have delivered exceptional results:
In Germany, localized messaging has resulted in 150% higher email revenue compared to English-language content during the last six months. The German abandoned-cart flow alone converts at 13.6%, proving that local tone, timing, and cultural relevance significantly boost engagement.
“We’ve found that personalization and local language aren’t just nice-to-haves, they’re key to engagement.”
— Sebastian Bellini, CRM Coordinator Eton
Automation amplifies personalization. But only when tone and timing stay true to your brand.
For Eton, CRM is a cultural transformation and not just a tool. The company has built a collaborative way of working where stores, marketing, and customer service all use Voyado insights to improve clienteling and strengthen every customer interaction.
“Our ambition is to blur the lines between channels. Whether you visit a store or shop online, you should experience the same Eton.”
— Sebastian Bellini, CRM Coordinator Eton
When CRM becomes part of the culture, every employee contributes to a seamless, premium experience.
Since implementing Voyado, Eton has seen significant growth and stronger engagement across all channels:
+23.6% attributed revenue year-over-year
+58% attributed revenue from automation year-over-year
+150% higher email revenue in Germany
13.6% abandoned-cart conversion rate in Germany
Germany has been one of the strongest-performing markets throughout this transformation. With 150% higher email revenue, a 13.6% abandoned-cart conversion rate, and rapidly growing membership engagement, it exemplifies how localization and relevance accelerate CRM success.
Behind these numbers lies a cultural transformation, transitioning from traditional retail to a truly connected, data-driven approach.
“Voyado isn’t just a platform, it’s a strategic partner. They help us think both operationally and strategically about how to evolve our customer experience.”
— Sebastian Bellini, CRM Coordinator Eton
The real success isn’t in the numbers, but in building a sustainable, insight-driven way of working.
Eton continues to deepen its Voyado integration, focusing on advanced clienteling and dynamic product recommendations. The goal is to connect digital insight with the physical luxury experience, redefining what premium means in the data age.
“We’re just getting started. With Voyado, we’re turning insight into timeless experiences — just like we’ve always done with our products.”
— Sebastian Bellini, CRM Coordinator Eton
We love all things customer and product data, and would love to chat about your brand’s individual challenges, and how our solutions can help.
