Affordable luxury, 23 stores and a fast-growing e‑commerce site
Founded in Lyon in 1985 by Eric Botton, Bexley embodies affordable luxury for men. Shoes, clothing and accessories are sold across 23 stores in France and Belgium, as well as through a fast-growing e‑commerce site. With a clear pricing strategy and a diversification into menswear and accessories, Bexley aims to grow sales with its existing customer base, both online and in store.
Bridging physical and digital with a three-person team
Capucine Boutin, head of marketing, was running an ambitious omnichannel strategy on an email platform she had outgrown. Sending the same generic messages to every customer was no longer enough. The goal: make communications more relevant, integrate in-store data, and connect online and offline behaviors. But the sophisticated tools on the market were either too expensive or too heavy for a three-person team.
An all-in-one platform tailored to Bexley's specifics
Probance delivered a tailor-made solution that consolidates store and e‑commerce data, stock movements, loyalty programs and purchase behaviors in a single repository. 10 marketing scenarios were deployed: birthdays, shoe-care guides, abandoned cart reminders, post-sale surveys, combined with multichannel campaigns (email, SMS, Facebook). Targeting flexibility makes it possible to exclude recent buyers or openers who never purchase, so only the prospects most likely to convert get a message.
Probance boosts our sales online and in store. Half of our in-store visitors were brought in by our personalized newsletters.
Tangible results on online and in-store sales
The marketing scenarios work together to cover the entire customer lifecycle. Abandoned cart reminders prove especially effective, and personalized targeting delivers strong open rates. Capucine Boutin can now measure the impact of digital marketing on in-store sales, a metric her previous tool could not provide. In December 2020, Probance emails alone generated €340,000 in revenue.