How Tom Tailor Revamped and Future-Proofed Its Loyalty Program

Quality and comfort are the core brand promises of the casual lifestyle brand Tom Tailor, founded in Hamburg in 1962. Today, it is one of Europe’s leading fashion retailers, with 612 million euros in revenue and more than 600 stores in 47 countries. In this industry, experiences and relevance are essential differentiators and play a central role in customer retention. That’s why the company has fundamentally revamped its loyalty program using Salesforce Loyalty Management in Agentforce Marketing as its technological foundation. 

“A scalable, personalized omnichannel experience has replaced an outdated, rigid point system,” says Maximilian Zippel, Head of Consumer Engagement D2C at Tom Tailor. “The seamless integration with CRM, ERP, e-commerce, and POS leads to a central data basis that we translate into measurable success: more customer activity, larger shopping carts, and more satisfied customers and employees, because campaign work has accelerated many times over and is more personalized than ever before.”

How Tom Tailor used Agentforce Marketing to build a future-proof loyalty program

When Tom Tailor launched its Collectors Club in 2012, they quickly built a large membership base. However, only about 13 percent of customers were truly active. The reasons for this were varied: a rigid point system, too little relevance in communication and a technical basis that hardly allowed for personalization. This was especially the case for customers who signed up in the store using paper forms. They were hard to reach digitally afterward, and their activation was almost exclusively possible via print mailings.

However, Tom Tailor’s goal was different. We wanted not only to reward purchases but to build long-term, data-driven customer relationships,” says Zippel.  “This was not achievable with the previous technology. That is why we opted for Salesforce Loyalty Management:to create a modern, flexible program that reacts in real time to customer behavior and preferences, enabling true individualization.”

How Tom Tailor thrives with data-driven relationship building

Tom Tailor is now able to seamlessly link loyalty data with relevant information from the CRM, ERP, and e-commerce platform. Their team can also personalize marketing and customer service much better through smart segmentation, more relevant communication and a consistent customer experience across all touchpoints. 

They have also introduced a continuous redemption model that allows our members to redeem benefits anytime and through any channel, creating a more customer-centric and relevant offering. 

“With automated journeys, unified data and predictive analytics, we don’t just react — we proactively drive Customer Lifetime Value,” says Zippel.

How Tom Tailor gets measurable results with Agentforce Marketing

Tom Tailor’s team benefits from an intuitive interface that saves time and creates opportunities. The numbers have been strong: In the 18 months since the go-live, they have recorded a 23 percent increase in revenue from loyalty members. New signups have increased by 104 percent, the average order value for loyalty transactions is 14 percent higher, and satisfaction has grown by seven points. 

“Impact is created when technology and strategy truly interact. With clear journeys and a unified view of the customers, we ensure that every touchpoint makes sense, —from the store to the smartphone,” says Zippel.

More decisive than the individual KPIs, however, is the context: Relevance leads to engagement, engagement leads to value,and value is created when we reach customers at the right time in the right context. The fact that we can bring new campaigns live in one day today further accelerates this cycle.”