How Clous Mode achieved a 9% Conversion Rate through strategic campaign targeting

Clous Mode, a Dutch fashion house named after its founder Joop Clous and a third-generation family business, provides the best possible shopping experiences for their customers in their online and physical stores. Clous Mode offers professional fashion consultants and a unique studio for custom tailoring, putting the customer first. It has three physical stores in the Netherlands and an online shop.

Customers first, online and offline

Clous Mode follows a strict customer-centric approach to providing the best possible shopping experiences for their customers, both in their online store and physical shops. Understanding the customers’ needs and preferences is a prerequisite to achieving this, and this is where Custobar comes into play.

With the platform’s capabilities, customer and sales data from digital and physical sources can be merged into one customer profile, providing omnichannel retailers with insights enabling dedicated customer service and data-based decision-making.

By merging online and offline customer data into one profile, we leverage Custobar to enhance customer experiences and deliver targeted service – supporting our commitment to a customer-centric approach.

Bobby Clous
Entrepreneur, Clous Mode

 

Ahead of trends thanks to data-driven insights 

Clous Mode started using Custobar in 2022 and could soon notice changes in how they approach their customers. Custobar provides Clous Mode with deep insights into customer behaviour and preferences. Using Custobar allows them to accurately analyse customer segments and set up targeted marketing campaigns. This has increased customer engagement and a rise in Clous Mode’s sales figures.

By analysing sales data from their physical stores and online shop, Clous Mode discovered that the taste of their target customers has changed to more modern brands during the past years. Knowing precisely what is demanded helps them stay ahead of the competition and quickly adapt to new trends and preferences.

Custobar works perfectly for our idea reinforcement. The guesswork has come to an end, and instead, we can underpin decisions we have to make with data.

Bobby Clous
Entrepreneur, Clous Mode

Targeting the right customers for increased conversion and sales

A remarkable example of Clous Mode's successful campaigns is their focus on brand-loyal customers. They crafted a campaign aimed at those who previously purchased a specific brand from either their physical stores or online shop. Within just one month, over 9% of these targeted customers converted, generating sales exceeding €100,000.

“Custobar is a user-friendly platform that enables precise analysis of customer segments and the creation of targeted marketing campaigns. As a result, we've seen elevated customer engagement and increased sales.”

Bobby Clous
Entrepreneur, Clous Mode

Custobar’s RFM Matrix has been especially beneficial for the omnichannel retailer. By analysing customer segments, Clous Mode discovered that just 20% of their clients contribute to nearly 70% of their revenue, illustrating the Pareto principle. A closer examination revealed that approximately 5% of their customers are VIPs, accounting for a notable 12% of the turnover, providing valuable insights into which segments require focus.

VIP, Passive, New customers and customers at risk are easily identifiable thanks to Custobar's RFM Matrix. The screenshot is for illustrative purposes only and does not reflect Clous Mode's data.

Reaching customers across channels

Clous Mode effectively engages its customers by utilising online and offline channels. Their primary advertising methods include email marketing, social media platforms such as Meta and Instagram, and targeted physical mailings for specific campaigns, particularly for their VIP segment. By integrating these channels with Custobar’s insights and advertising capabilities, they craft a consistent and personalised experience across all touchpoints.

Benefiting from a collaborative approach 

One outstanding positive aspect of working with Custobar is the collaborative approach. Bobby Clous: “The support we receive from Custobar is excellent. The team is always available to answer questions, help us optimise our strategies, and even think along with new concepts, which is not common in today’s world. Their proactive approach and willingness to collaborate make them a valuable partner in our success.”

Conclusion

Their customers feel more understood and valued, resulting in a more loyal customer base with positive word-of-mouth and higher campaign conversions.

“Custobar has helped us elevate our marketing and customer relationship strategies to a higher level. We look forward to a long and fruitful partnership and highly recommend Custobar to other businesses looking to enhance customer engagement.”

Bobby Clous
Entrepreneur, Clous Mode

 

About Clous Mode

Clous Mode is a Dutch fashion house whose story goes back to 1947 when Joop Clous opened two lingerie stores in Overveen and Bloemendaal but already dreamed of a women's fashion store. In 1951, he seized the opportunity to take over a store in 's-Hertogenbosch, leading to the birth of Clous Mode. In 1981, his son Peter Clous expanded the business, opening more branches in Eindhoven and Waalwijk. With the same dedication and fashion sense as his father, Peter elevated Clous Mode to new heights.

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