With the pandemic hitting retail and the fashion industry hard, a lot of companies needed to adapt and accelerate their digital transformation. Listen in to Patrick Miami, CCO at MS Mode and how they leveraged Voyado, a Customer Experience Platform (CXP) to meet the needs of todays customer and create personalized 1:1 communication. In this session is also Felix Kruth, Product Director at Voyado who will share his 12+ years of expertise within the digital customer experience space.

1. MS Mode:
Digitaltransformation
withVoyado

2. • Seasoned digital strategist with 12+ years of
CRM strategy for multiple international brands
and leading e-commerce companies in the
Nordics.
• Prior to joining Voyado, Felix served as CDO for
the Swedish brand Filippa K, focusing on
moving the company from a legacy brand to a
leading digital fashion brand with a strong
focus on CRM.
FelixKruth
Product Director
Voyado

3. Themostintuitive
CXPfore-comand
retailonthemarket
All-in-one platform
Customer Experience Platform with a sole
focus on e-commerce and retail – that holds
six major features under the same hood.
Tailored for e-commerce and retail
With a customer base of brands all over
Europe, Voyado reaches 100 million end
consumers – whom all enjoy highly
personalized content.
Trusted by 150+ leading brands
MS Mode, The Sting, Bauhaus, Björn Borg,
Durlinger, Daniel Wellington, Boots, etc.

4. • Transformation Executive with over 30 years of
Retail experience. Driven by a dynamic
curiosity, his team is currently working on
unleashing the full potential of the MS mode
member base.
• Choosing Voyado as the one-stop marketing
automation and loyalty engine to reach a more
customer centric approach in all channels.
PatrickMiami
Chief Commercial Officer
MS Mode

5. Markets
MS Mode is as an omni-channel retailer active
in Benelux, France & Spain. Has an online-only
presence in Germany and Austria – available
at several online marketplaces like Wehkamp,
Zalando and La Redoute.
Core customers
MS Mode offers fashion with the perfect fit for
a good price for curvy women women size 40+
whenever and wherever she wants it.
Mission
To empower women of all shapes & sizes with
accessible fashion. We believe that looking your
best and being able to express yourself is a right,
not a luxury.
AboutMSMode

6. Roadmap to success
• Increase value of members
• Build customer journeys flows
• Personalisation & segmentation
Members club – launched in 2010
• 2,5 M members in current database
• 1,7 M members registered after 2015
• 1,34 M active members
• 625K active members (46%) bought last 12 month
• Active members responsible for 70% of the sales
Future vision
• Loyalty platform 2.0 with new profile and
benefits for a seamless omnichannel experience.
• Segmentation and personalization in customer
life cycle approach - focus on reactivation
members at risk and generate new members.
MemberClub &Loyalty

7. Digitaltransformation
Whatdoesitmean?

8. Adapting to new
customer behavior

9. Advanced data
analyses on shopping
behaviors.

11. Targeted offers for
specific groups
Buy now
FASHIONABLE PRINT TOP
Festive top with long sleeves and
smock detail, which makes the
sleeves puff nicely.
We thought you
might like this!

12. Personalization
at scale

13. Personalization
at scale
Learn more
TIME TO FRESH THINGS UP?
Therefore we wanted to share these
new arrivals which we believe might
be just perfect for you.
Hey Jennie,
We miss you…

14. Marketing
automation
Contact type
Member
Other criteria
Reachable by email or SMS
New member registered
Send email message “Welcome to
KC Family - Reminder”
Purchase = No Purchase = Yes
Remove label “Onboarding Active”
Set the label “Activated – Onboarding
– Email”
Remove label “Activated – Onboarding
– Email”
Wait 3 months
Immediately and adjusted to nearest
time Between 08:00 and 19:00
Send email message “Welcome to
KC Family”
Wait for 7 days on trigger: Purchase
Trigger
Set the label “Onboarding Active”
Wait for2 weeks on trigger: Purchase
Trigger

15. Finalswords
&keytakeaways

16. - Customer behavior changes more rapidly than
ever, are you leaning into that and adapting?
- Customers demand personalized experiences,
are you personalizing your experiences?
- Discounts are eating our margins, what does your
discount strategy look like and can you optimize it?
- This should not be complex; it should be a core part
of the strategy and executed efficiently.
Keytakeaways

17. The key aspect here is that what we perceive
as digital transformation, actually is a
transformation in meeting our customers
new and ever adapting behavior and needs.
And the desire to create a customer
experience that drives both conversion and
loyalty should fuel the need for the tech
behind it.
Not the other way around.

18. Makingbrands
easytolove.