Doppelgänger boosts online sales 720%

Digital-savvy customers require a seamless omnichannel customer experience.

Combining luxury with affordability, Doppelgänger’s unique offering has a high potential for success, despite fierce market competition. With a limited legacy ecommerce platform, and customer data scattered across disparate systems, the company was struggling to interact with customers in a way that was prompt, pertinent, and personal. To be competitive in the fashion industry and cope with increased supply chain volatility, Doppelgänger needed to provide a seamless omnichannel experience that would meet the expectations of digital-savvy shoppers and pave the way for growth.

A 360-degree view of the customer innovates Doppelgänger’s offering.

Implementing Salesforce transformed the Doppelgänger landscape. Einstein 1 Commerce at in-store points of sale supported the extension of its seamless omnichannel strategy while an integrated CRM platform fostered a more efficient, innovative, and customer-centric approach to business operations and helped increase sales from Doppelgänger’s new ecommerce channel by 720%.

Einstein 1 platform breaks down barriers between physical stores and online sales

Boutique staff use Salesforce’s Order Management System (OMS), with its simple intuitive interface, to efficiently manage stock. Commerce Cloud connects in store and ecommerce sales, allowing a centralised view of orders and optimising the stock replenishment to stores with better demand predictions based on granular data gathered across all sales channels. 

The OMS-ecommerce integration further expands shopping options with “endless aisle” technology, sending out-of-stock items directly to customers. In store, Einstein AI suggests personalised items at checkout, driving impulse buys based on individual preferences.

Personalised promotional campaigns boost customer engagement.

Leveraging rich customer data, Doppelgänger uses Marketing Cloud to automate large-scale, personalised promotional campaigns (15 million messages in the period) and create targeted email journeys. 

A welcome experience, powered by Marketing Cloud and Commerce Cloud, is immediately activated upon a new customer’s first purchase – with an email and personalised, time-limited coupon encouraging them to buy again on any channel. Thank you messages are issued immediately after a purchase is made either in store or online. It’s an effective strategy, generating a 57% email open rate and 7.7% conversion rate for offers.

AI tailors online shopping experiences generating €400,000 in revenue.

To create more engaging online experiences, a virtual fitting room app, Marlene, allows customers to “try on” clothing, enhancing their profiles with data such as measurements and items of potential interest.

Commerce Cloud Einstein is used to personalise the arrangement of products in the ecommerce storefront, based on individual customer preferences, cross-channel sales trends, and current stock availability. As a result, cart conversion rate is now above 21% and Einstein predictive AI suggestions have brought in €400,000 in revenue in 2023 alone. 

The entire transaction is managed by Commerce Cloud, with simple and secure payment via Salesforce Payments and prompt delivery thanks to integration with Amazon Shipping. Deliveries are also made on Saturdays and Sundays, as expected for an “affordable luxury” brand.

Innovations in online shopping experience triples database in two years.

The number of customers in the Doppelgänger database has tripled in just two years, and those joining the loyalty programme have also increased - with their average spend over 40% higher than other customers. Physical-digital innovations are boosting growth: 80% of customers who make omnichannel purchases are retained with repeat purchases. One of the most popular new features is “livestream shopping” - broadcasting trained store managers and influencers interacting with in-store customers online at stylish, fun events, encouraging them to make ecommerce purchases in real time.

Data visibility drives successful new clothing line launch and brand expansion.

Data-driven decision-making, omnichannel campaigns, and agile tests have helped Doppelgänger successfully launch a womenswear line, expanding its original offering which targeted men. 

Using Marketing Cloud to survey women already in the database and Commerce Cloud for sales testing campaigns, Doppelgänger launched a debut capsule collection online - quickly gathering feedback on what was working and fine-tuning the collection and marketing before shipping to stores.

The versatility of Doppelgänger’s omnichannel business model makes it possible to compensate franchisees for fulfilling ecommerce orders. In November 2023 alone, the company’s earnings exceeded the revenue for the year 2020.

Salesforce has transformed Doppelgänger’s once disparate data landscape with Einstein 1 platform – taking the fashion brand from virtually no ecommerce to a hyper-effective ecommerce channel. By improving customer communications, automating repetitive tasks, and surfacing more insights with the help of predictive AI, the retailer is empowered to drive greater business success. With CRM, AI, and data unified on a single trusted platform, Doppelgänger has created a cohesive and seamless omnichannel customer experience and elevated customer satisfaction to foster its international growth ambitions.