Veritas is a leading Belgian omnichannel retailer with 140 years of heritage in fashion, lingerie, hosiery, accessories and creative essentials such as sewing and knitting. With 115 stores across Belgium, the physical store remains at the heart of the customer journey, while e-commerce increasingly supports inspiration, orientation and convenience. This combination creates a clear challenge: connecting every interaction around the customer, regardless of where the journey starts or ends. For Veritas, customer relevance, timing and operational efficiency are essential to sustained growth.
One of Veritas’ most distinctive strengths is its exceptionally loyal customer base. Today, 78% of all purchases are made by returning customers, despite Veritas not operating a traditional points-based loyalty program, accounting for 86% of Veritas’ revenue. The remaining 22% of purchases are equally divided: 11% are new customers, 11% are win-back customers.
Instead, loyalty is driven through:
Every customer with an opt-in is treated as a “member”, allowing Veritas to focus on engagement rather than mechanics.
The transformation started with the data foundation. Customer and transaction data had historically been spread across multiple systems. After renewing its back-office and IT architecture, Veritas was able to build a more connected customer view across stores, webshop, CRM and marketing channels.
API-based connections now enable customer and transaction data to flow across the business. As a result:
This foundation allows Veritas to act on customer behaviour regardless of where the interaction or purchase takes place.
Peter De Smedt, Head of Customer Experience at Veritas
With 1 million active newsletter opt-ins, customer communication is central to Veritas’ strategy. Its opt-in base grew by 7.7% year over year, underlining the continued relevance of its content-led approach. Across its 1.3 million email-address database, Veritas uses customer data to deliver personalized promotions, onsite messaging and social matching, and will soon extend this to Ratings & Reviews.
Using Voyado Customer Engagement, Veritas delivers personalised communication based on interests, purchase history and browse behaviour at scale. This enables:
An important part of the transformation was operational. Veritas did not want better customer experiences to require a larger team or greater dependency on IT.
With Customer Engagement, marketers can build segments, analyse customer behaviour and activate campaigns themselves. Work that previously required support from other departments can now be handled directly by the marketing team, helping Veritas scale personalisation without adding dedicated headcount for the platform.
Peter De Smedt, Head of Customer Experience at Veritas
Abandoned cart recovery is a strong example of how data and automation come together. Each year, Veritas sees around 180,000 abandoned carts. With Voyado, these moments are automatically followed up with relevant messaging, driving a 9,25% conversion rate on abandoned cart flows. The industry benchmark sits between 3 to 5%.
This turns lost intent into measurable revenue, without adding manual workload for the team.
Veritas implemented Voyado Customer Engagement and Product Discovery together. On the webshop, Product Discovery improves search, recommendations and merchandising so customers see more relevant products based on intent, context and behaviour.
Over the past year, Veritas has seen a 7,3% uplift in its online conversion, with the AOV increasing with 3,8%. Search conversion has seen an uplift of 35%.
The value goes beyond product discovery alone. By connecting Customer Engagement and Product Discovery, Veritas can bring customer understanding and on-site relevance closer together, and in doing so helping existing customers discover more of the assortment, return more often and spend more with the brand.
Peter De Smedt, Head of Customer Experience at Veritas
Veritas also uses first-party customer data in campaigns across Meta and Google. This integrated approach has improved ROAS while keeping acquisition, targeting and on-site behavior more closely aligned.
Customer-centricity at Veritas goes beyond communication. When a product is unavailable in a physical store, Veritas offers to ship the item to the customer’s home, free of charge above a certain order value.
This removes friction, prevents lost sales and reinforces trust with their loyal, returning customer base.
The next step: turning customer experience into customer advocacy
Veritas is now looking to further strengthen the customer journey with Ratings & Reviews. By bringing authentic customer feedback closer to the point of purchase, Veritas can help shoppers make more confident decisions. Especially online, where customers cannot physically see or feel a product before buying.
Ratings & Reviews can also create a new source of customer and product insight. Beyond building trust and supporting conversion, review data can help Veritas identify popular products, uncover recurring customer needs and give teams direct feedback on the assortment and experience.
For a retailer built on long-standing customer trust, it is a natural next step: enabling existing customers to help the next customer make a better-informed decision.
Peter De Smedt, Head of Customer Experience at Veritas
The foundation is now in place. Veritas has connected its stores, e-commerce and customer data, given its marketing team greater autonomy, and built a highly engaged base of returning customers.
The next challenge is to bring that same strength to a younger, more digitally oriented generation. Veritas is increasingly using channels such as Meta and Google to acquire new customers, but acquisition is only the beginning.
The ambition is to turn those newly acquired customers into long-term relationships: bringing them into the customer ecosystem, increasing relevance over time and ultimately encouraging them to return, discover more of the assortment and spend more with the brand.
Veritas continues to build relevance at every touchpoint, turning customer insight into sustainable growth.
Peter De Smedt, Head of Customer Experience at Veritas
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