DXL Advances Personalization with a Unified Online and Offline Strategy
Destination XL Group, Inc., the premier specialty retailer for Big + Tall men’s apparel and footwear, has announced an expanded partnership with Bluecore, a leader in retail shopper identification and customer engagement technology. By selecting Bluecore as its exclusive partner for customer identification, audience segmentation, and campaign management, DXL aims to streamline its marketing efforts, consolidate multiple technologies, and deliver a more personalized shopping experience at scale.
In recent years, retailers have heavily invested in various point solutions to boost revenue. However, this often led to rising costs and fragmented systems with unclear returns on investment. According to Gartner, many marketers only utilize about 33% of their marketing technology capabilities. Recognizing this, DXL has opted to consolidate its marketing tools—including customer data management, audience segmentation, and media integration—into Bluecore’s unified platform. This consolidation will enable DXL to predict customer behaviors more effectively and tailor marketing strategies based on key performance metrics like first-time purchase conversion, average order value, and purchase frequency.
With nearly 300 DXL Big + Tall and Casual Male XL stores across the US, along with its e-commerce site DXL.com and mobile app, DXL is committed to offering customers expert fit advice, an unmatched selection of brands, and a cohesive shopping experience across all channels. The partnership with Bluecore will enhance the integration of online and in-store experiences, helping DXL identify both new and returning shoppers, boost conversion rates, and re-engage lapsed customers.
“As an omnichannel retailer, understanding our customers’ needs across their shopping journeys is crucial,” said Jim Reath, Chief Marketing Officer at DXL. “With Bluecore, we now have a comprehensive view of our customers’ preferences and behaviors. This partnership enables us to unite our online and offline marketing efforts, creating a seamless and personalized shopping experience. Beyond technology, Bluecore has proven to be a strategic partner, working closely with our team to support our business goals.”
Bluecore’s platform allows DXL to identify both anonymous visitors and known customers, even if they are not logged into the website, and respond with personalized, automated messaging across various touchpoints, including the website, app, and physical stores. Leveraging customer and product data, Bluecore helps DXL create tailored campaigns at the SKU level, incorporating attributes such as clothing size and style preferences to engage a diverse customer base. This is made possible by Bluecore’s patented approach to integrating data with retail-specific AI models.
“DXL has always prioritized a customer-centric approach, understanding that focusing on individual needs rather than channels is the key to sustainable growth,” said Jason Grunberg, Chief Marketing Officer at Bluecore. “By consolidating multiple marketing tools into our platform, DXL can drive revenue growth while maintaining strong profit margins and avoiding over-communication with customers.”
This announcement is followed by Bluecore’s recent acquisition of AI shopping assistant alby, a technology that will empower retailers like DXL to create more interactive and conversational e-commerce experiences. By anticipating and answering shoppers’ questions across websites, emails, SMS, and mobile apps, alby will further enhance DXL’s ability to deliver personalized customer engagement.
Sources:
- Press Release by Destination XL Group