Modepark Röther: Strategy workshop leads to outstanding key figures

[Translate to English:] Eine lächelnde Frau in einem weißen Hemd steht in einem Bekleidungsgeschäft und hält Einkaufstaschen in der einen Hand und ein Smartphone in der anderen. Im Hintergrund sind Kleidungsstücke auf Kleiderbügeln zu sehen.

More clicks in the newsletter and thus higher sales through creative ideas – that was the goal of Modepark Röther. The family-run company wanted to completely revamp its email marketing with the help of strategic advice. Modepark Röther hoped that this would bring internal departments closer together and thus create synergies. This was to be accompanied by an optimization of data flows in order to create the basis for personalized email campaigns. The company chose Inxmail as its partner for the technical and conceptual implementation. Ultimately, Modepark Röther was able to significantly improve its key figures and achieve sustainable success with its email campaigns.

[Translate to English:] Ein Team von vier Personen sitzt und steht um einen Konferenztisch, diskutiert und arbeitet zusammen. Einige Teilnehmer haben Laptops vor sich, während eine Person Notizen auf einem Tablet macht. Die Stimmung ist konzentriert und produktiv.

[Translate to English:] Ein Team von Personen arbeitet gemeinsam an einem Tisch, wobei eine Person ein Tablet hält und andere Notizen machen. Die Szene zeigt eine intensive Zusammenarbeit, während Laptops und Dokumente auf dem Tisch liegen.

Challenge

Creating synergies, using data

Modepark Röther can look back on a long success story: the family-run company sells its fashion both in-store and online in its own shop. Whether offline or online, the key to a successful sales process lies in targeted email marketing. One thing is clear: personalized emails have been proven to increase sales. The shotgun approach, in which all readers receive the same content, has long since become obsolete. Modepark Röther has also recognized this.

A consultation with Inxmail led the company to the realization that it needed to reorganize its email marketing. The email marketing benchmark from Inxmail was crucial to this: the industry comparisons listed in it showed that it was possible to achieve better key figures compared to other companies.

Modepark Röther was now faced with the challenge of improving its own key figures and thus increasing sales. They wanted to achieve this by taking the following measures: sending mailing content, including product placements, to existing and new contacts in a targeted manner. The company partnered with Inxmail for the technical and conceptual implementation. The main question was how Modepark Röther could transform its own email marketing as effectively as possible. The company wanted the three departments of Sales, E-Commerce and Marketing to work more closely together in order to carry out professional email marketing at the highest level.

[Translate to English:] Darstellung einer E-Mail von Modepark Röther auf einem Tablet. Die E-Mail richtet sich an eine Person namens Lotte und bietet einen Rabatt von 10 € auf ein Geburtstagsoutfit. Im oberen Bereich ist eine Gruppe von Menschen zu sehen, die eine Geburtstagsparty mit Kuchen und Konfetti feiern. Ein Gutscheincode wird unterhalb des Textes angezeigt.

Well planned: Modepark Röther surprises customers with such mailings on their birthdays.

Solution

A workshop for fresh approaches

The foundation for a successful solution was laid in a comprehensive, interactive strategy workshop. Modepark Röther sat down with Inxmail for two days to develop a new concept for email campaigns, including individual recommendations for action. Team members from Modepark Röther's sales, e-commerce and marketing departments came together to discuss their daily challenges. In the workshop, previous mailings were also analyzed in detail. With the help of the email marketing benchmark, key performance indicators were compared and a better understanding of their meaning was created. This provided Modepark Röther with insightful facts to help them transform their email marketing.

On paper, it sounds simple: to generate more sales, Modepark Röther needs more visitors to its stores or online shop. The workshop showed how this can best be achieved – namely with mailings whose content and language are perfectly tailored to potential buyers. The keyword here is personalization: Modepark Röther already had valuable customer data – spread across several systems in different departments. This data should now be put to better use by connecting the various systems to the email marketing tool.

Inxmail analyzed the data flows and how they could be optimized through automatic synchronization between the systems. This brought the three departments within Modepark Röther closer together. In the first email campaign after the changeover, the focus was on birthday mailings: these mailings could be easily personalized and automated using the existing customer data. An individualized voucher in the mailings provides a strong incentive to shop at Modepark Röther. The highlight of the campaign: the email is sent ten days before the actual birthday so that recipients have enough time to shop for their perfect outfit for their special day. In the future, further email marketing measures will be implemented step by step. This will enable Modepark Röther to improve its key figures and continuously increase its sales.

“Great advice, great team: after the strategy workshop with Inxmail, we were able to reorganize our email marketing. The key figures improved and our team now works closely together.”

Jana Kolbinger

Marketing, Modepark Röther

About Modepark Röther

It all began in 1972. In the 50 years since, Modepark Röther has grown rapidly. The company is still family-run and has strong regional roots. The fashion is as loved as it was on day one. Modepark Röther promises uncomplicated shopping to the complete satisfaction of its customers. That was the case 50 years ago, it is the case today and it will certainly remain the case in the future!