How Samsøe Samsøe raised average purchases by 24.6%

Samsøe Samsøe, the Danish international fashion house, runs over 49 flagship stores and more than 1,600 retail spaces across 35 countries—alongside a thriving online presence. They strive to provide a seamless brand experience both online and in-store, and have achieved significant year-over-year growth in online sales.

Despite this success, 75% of their revenue has consistently come from physical stores, highlighting their primary challenge: a lack of detailed insights into their in-store customers. This gap hindered their ability to convert first-time buyers into loyal advocates and deliver a consistent brand journey. Recognizing the need for a robust customer data strategy, Samsøe Samsøe turned to the Voyado customer experience platform to enhance their expansion efforts.

“We knew nothing about who the customer was”

Initially, Samsøe Samsøe faced several challenges. Although they generated most of their revenue from physical stores, they didn’t have enough information about their in-store customers. Also, their omnichannel strategy was limited to specific regions and had technical issues, leading to inconsistent customer experiences. Javier Artal Herbella, Head of Business Development at Samsøe Samsøe, describes the situation: “We knew absolutely nothing about who the customer was that was coming to the stores. Our omnichannel setup was regional and technology unstable. Despite having state-of-the-art technology, it was like owning a Ferrari without a driving license.”

The company also struggled with underutilized technology and poor data quality. “Our overall data quality fell short, and there were gaps in how we trained our staff,” says Javier. To overcome these obstacles and pave the way for future growth, Samsøe Samsøe focused on several key areas: strengthening their technological capabilities, centralizing customer data for clarity, adopting data-driven decision-making practices, and enhancing customer retention through personalization and automation.

Driving growth through data and automation

Building a stable technological infrastructure was crucial for supporting innovation and global expansion. By strengthening their master data policies and processes, Samsøe Samsøe could better capture, enrich, and utilize customer data. Enhancing data analytics and providing the right tools enabled informed decision-making across the company. Additionally, using marketing automation and personalized, trigger-based flows improved their capability to retain customers and encourage repeat purchases.

“Effective use of customer data, tools, and methods has significantly boosted customer loyalty. This strategy and other marketing investments have led to impressive results: a 24.6% increase in average purchases, a 37.4% rise in average receipt amount, and a 121% growth in new contacts,” says Javier.

The transformative impact of a loyalty program

Introducing a loyalty program was a cornerstone of Samsøe Samsøe’s strategy. The program aimed to engage the community, offer exclusive styles, provide early access to new collections, promote responsible production, and deliver the true Samsøe Samsøe experience. “Our loyalty program should go beyond just offering discounts and instead immerse customers in our brand,” says Javier. “It should offer personalized products and exclusive access to specific items. Members should feel a sense of privilege and connection through exclusive events and meaningful promotions.”

Since 2024, Samsøe Samsøe has fully leveraged the Voyado customer experience platform to optimize every step of the customer journey. By consistently presenting the perfect products to the right shoppers, wherever they engage, Samsøe Samsøe has transformed customer interactions, elevated brand experiences, and achieved remarkable results.

Javier concludes, “There’s a reason why companies invest in loyalty programs and robust customer structures—they’re essential for driving retention, sales, and customer satisfaction.”