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Case Study
Scandinavia
Retail, Fashion

Witt-Gruppe introduces new brand to local market with a digital only approach

Witt-Gruppe partnered with Mapp to introduce a new brand in Sweden using a digital only approach. They activated email, SMS, and push notifications, consolidating customer data for effective cross-channel marketing. This strategy enabled a successful market entry and improved customer engagement.

Marketing Automation
CDP
Advanced Personalization
Witt-Gruppe introduces new brand to local market with a digital-only approach

Challenge

Witt-Gruppe needed to put Customer Data at the core of its marketing base.

Goal

Entering a new market with a paperless omnichannel-marketing approach to speed up market entry.

Key result

3

marketing channels activated

Table of contents
Results
Challenges
Solutions
What's next?

Witt-Gruppe is a successful international omnichannel fashion retailer and a member of the global Otto Group. For its clothing line aimed at women aged 50+, Witt-Gruppe selected Sweden to test a digital-first approach. The Swedish market is known for being very “digitally-minded” and hence ideal for testing an online-only go-to-market strategy. Witt needed support in putting customer data at the core of its marketing, as the brand mainly relied on paper catalogs due to its target group.

Results
  • 3 Marketing channels (email, SMS, push) were activated and handled by Mapp from the get-go - with more to follow
  • Successful digital-only market entry
  • Frequency Capping across all channels
  • Content delivery to customers through the most relevant channel
Entering a new market with an innovative approach can only be done with an experienced partner. That’s why we relied on Mapp to help us in setting up Witt-Gruppe in Sweden. The implementation process went well, and our voices were really heard throughout the whole process. Now we can communicate with our audience across three channels, which is the help we need to crack our new digital-only approach.
Romina König
Marketing Manager
Challenges

As Witt -Gruppe has been a long-time customer of Mapp, they decided to leverage our solution to help them expand into a new market with more than one marketing channel, for the first time. To achieve this seamlessly, two different challenges had to be solved:

  • Going paperless was a first-time project for Witt-Gruppe
  • Witt-Gruppe had not consolidated its data into one CRM to execute cross-channel marketing

Mapp and Witt worked closely together during the setup process. While implementing the SMS setup, it became clear that going solely with Mapp as a data storage and marketing execution solution was the best way forward. Once the fundamentals were set, Mapp was able to implement individual requirements for SMS design and wording promptly.

Solutions

Witt’s data-driven strategy used Mapp to help execute its market expansion. Mapp Marketing Cloud is used to store SMS data and distribute SMS messages. Witt is also using Mapp Marketing Cloud for email marketing and push messaging. This helps to drive customer engagement with shoppers and build customer engagement with new customers, in this new market.

Key Learnings

  • Consolidating data and consent in one place proved to be the fastest and most efficient approach
  • SMS marketing is successfully based on up-to-date consent management
  • Seamless SMS integration as a base for future cross-channel marketing
What's next?
  • More channels to follow (web push)
  • Shopware integration via API
  • Customer data integration in real-time
  • Fully functional customer recognition as a base for true 1:1 personalization and reliable SMS marketing