Daxon

How does Daxon reinvent its activation strategy with the arsenal of the Actito ecosystem?

Daxon, a historic distance selling brand, saw its business model disrupted by the digital revolution and the retirement of "baby boomers" - a hyper-connected senior target audience. To reinvent its customer relationship and combine traditional expertise with modernity, the brand chose to deploy an ambitious marketing strategy with Actito. Here's a success story focused on customer activation and personalization.

The client

Daxon is a historic women's ready-to-wear brand for seniors, with 50 years of history. Formerly part of the PPR group, Daxon was built on the traditional distance selling model, between paper catalogs and mail-in order forms. Their offering stands out through clothing that combines comfort and elegance for women over 60, morphological expertise adapted to this target, and a commitment to valorizing senior women, a population sometimes poorly represented in media. Today, Daxon is engaged in a deep digital transformation to adapt to the new expectations of "baby boomers" (averaging 65 years old), who now form the core of their target audience.

The context

Daxon faces a true generational shift within its customer base. While the older generation (averaging 75 years old) was accustomed to ordering through catalogs, today's retiring baby boomers are already fully digital. The web channel has recently become dominant in sales, pushing Daxon to fundamentally rethink its marketing approach and customer communication.

The challenges

By July 2022, the situation was clear: Daxon's email plan had become too promotional and dense (with at least 1 email per day), lacked targeting (sending to the entire opt-in base without distinction), and while generating revenue, showed a downward trend. Deliverability issues were also beginning to appear (blacklists, complaints...). Urgent action was needed to modernize customer relationships.

The solution

With Actito's help, Daxon deployed a comprehensive action plan, step by step. This included better targeting control (RF and behavioral segmentation), diversification of email themes (product, exclusive offers, promotions...), process optimization with Actito to gain productivity and deliverability, deployment of thirty trigger scenarios (welcome, birthday, post-visit, cart abandonment...), redesign of email creatives to modernize and streamline them, development of SMS and web push notifications, enrichment of product data for predictive recommendations, predictive scoring and product recommendation testing, and customer engagement initiatives through forms and gamification (with Qualifio).

The results

Results quickly materialized:

• +30% email revenue in 1 year despite reduced commercial pressure
• 20% open and click rates maintained despite 5-6 emails per week
• Resolution of deliverability issues (no more blacklists or complaints)
• 10% of web revenue now generated by triggers with high ROI
• +20% revenue on cart abandonment with new creative
• 20,000 web push notification opt-ins recruited in 6 months
• eCRM campaign revenue share increased from 20% to 25%

Future actions

But Daxon isn't stopping there. Next steps include product pushes for cart abandonment, contextualizing commercial offers based on profiles, personalized post-purchase product recommendations, integrating push notifications in abandonment scenarios, and using browsing data to reactivate disengaging customers.

By leveraging Actito and its ecosystem, Daxon has gained productivity, multiplied contact points, diversified messages, and made relationship scenarios more sophisticated. Exciting prospects ahead to continue this momentum and reinvent senior customer relationships!