US Big + Tall men’s clothing retailer Destination XL its expanding partnership with New York-based Bluecore’s retail shopper identification and customer movement technology.

The retailer selected Bluecore as its single technology partner for identification, audience building and segmentation, and campaign management. By consolidating multiple marketing technologies and capabilities onto Bluecore, DXL aims to deliver more personalisation to shoppers at scale and meet customers where they are with the brands, styles and products they want to shop and purchase.

Retailers across all categories have made significant investments in multiple point technologies in recent years to increase revenue generation, but for many the result has been increased costs and a lack of clarity on incremental revenue. It’s also created an influx of technologies for retailers to manage. According to Gartner, many marketers are not even using their technology stack to its full extent, only using a third of their marketing capabilities (www.gartner.com/en/marketing/topics/marketing-technology).

It’s against this background that DXL partnered with Bluecore to consolidate marketing capabilities that it previously had spread across multiple technologies, including identification, customer data management, audience building and segmentation, campaign management, and media integration. With Bluecore, DXL now has a single platform to manage and predict shopper behaviour and rapidly experiment its marketing against customer-specific metrics, such as first-time buyer conversion rate, average order value and purchase frequency. This allows the retailer to discover the most impactful ways to drive profitable growth and reach shoppers with relevant campaigns in real time.

DXL operates nearly 300 Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores across the USA, as well as its ecommerce web site DXL.com and mobile app.

With Bluecore, DXL will seamlessly connect shoppers’ online and offline experiences to increase shopper and customer identification, drive first-time and repeat conversion, and reactivate lapsed buyers.

“As an omnichannel retailer, it’s critical that we understand what every customer needs to support their shopping and buying journeys and it’s now through Bluecore that we have a single, holistic view into our customers’ individual preferences and shopping behaviour,” said Jim Reath, chief marketing officer at DXL. “Our digital marketing through Bluecore is bringing our offline and online channels together to create a seamless personalised shopper experience in partnership with our digital and technology teams.”

Working with Bluecore, DXL can identify anonymous shoppers and known customers who are not logged into the brand’s web site and respond to shopper and customer signals through automated, personalised messaging on its site, app, in-store and other touchpoints. The retail technology platform enables DXL to create specific activations at the product SKU level, clothing size and other product data attributes so the retailer can speak directly to its range of different shoppers. Bluecore does this through its patented approach to combining customer and product data and expansive set of retail-specific AI models.

“DXL is highly attuned to its customers’ shopping needs and has long led a customer-first strategy, understanding that focusing on customers, rather than channels, is what will ultimately drive growth,” said Jason Grunberg, CMO at Bluecore. “By bringing together the capabilities of multiple marketing technologies onto Bluecore, DXL can accelerate revenue generation while protecting margin without over delivering communications to customers.”

This news follows Bluecore’s recent acquisition of AI shopping assistant Alby (www.alby.com), which will enable retailers such as DXL to make ecommerce sites, email campaigns, SMS and mobile apps conversational by anticipating and answering shoppers’ questions about their products, enhancing the entire online experience.

Destination XL (www.dxl.com) is a retailer that helps large men choose their own styles. Subsidiaries of the group operate DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores throughout the USA, and an ecommerce web site and mobile app. The company is headquartered in Canton, Massachusetts.

Bluecore’s retail shopper identification and customer movement technology generates incremental revenue for enterprise brands by turning more anonymous shoppers into known customers, and repeatedly and efficiently moving them through the purchase funnel.

With transparent IDs and real-time product data built directly into campaign workflows, alongside point-and-click predictive models, retail marketers can bypass manual processes to trigger hundreds of communications based on any signal and automate the content, offer, recommendation and timing of every email, mobile, site and paid media message for each shopper.

More than 400 brands use Bluecore (www.bluecore.com) to increase customer retention and drive growth.