Bexley uses Probance to unify data from its 23 stores and its e-commerce site, and to personalize every communication based on customers' real behavior — online as well as in store.
Founded in Lyon in 1985 by Eric Botton, Bexley embodies affordable men's luxury. Shoes, clothing and accessories are distributed through 23 stores in France and Belgium, plus a fast-growing e-commerce site. With a clear pricing strategy and diversification into men's clothing and accessories, Bexley aims to grow sales among its existing customer base — online and in store.
Capucine Boutin, marketing manager, was running an ambitious omnichannel strategy on an emailing platform she had outgrown. Sending the same undifferentiated messages to all customers wasn't enough anymore. The goal: make communications more relevant, integrate point-of-sale data and create bridges between online and offline behavior. But sophisticated tools on the market were either too expensive or too heavy for a three-person team.
Probance delivered a tailored solution that consolidates store and e-commerce data, stock movements, loyalty programs and purchase behaviors into a single repository. 10 marketing journeys were deployed: birthdays, shoe care guides, cart abandonment recovery, post-purchase surveys — combined with multichannel campaigns (email, SMS, Facebook). Targeting flexibility lets you exclude recent buyers or those who open without buying, so you only reach prospects likely to convert.
The marketing journeys combine to cover the entire customer cycle. Cart abandonment recovery proves particularly effective, and personalized targeting drives high open rates. Capucine Boutin can now measure the impact of digital marketing on in-store sales — a metric her previous tool couldn't provide. In December 2020, Probance emails alone generated €340,000 in revenue.