Destination XL Group (DXLG) Expands With Bluecore to Consolidate Technology, Scale Personalization and Increase Customer Movement

Destination XL Group, Inc (NASDAQ: DXLG), the leading integrated commerce specialty retailer of Big + Tall men’s clothing and shoes, today announced its expanding partnership with Bluecore, the retail shopper identification and customer movement technology. The men’s apparel 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 will deliver a greater level of personalization to shoppers at scale and meet customers exactly 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 solutions in recent years as a means for increasing 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 solutions for retailers to manage. According to Gartner, many marketers are not even using their technology stack to its full extent–only utilizing 33% of their marketing capabilities.

It’s against this background that DXL partnered with Bluecore to consolidate marketing capabilities that they 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 customer behaviors and rapidly experiment its marketing against customer-specific metrics, like first-time buyer conversion rate, average order value (AOV) 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 DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores across the United States, as well as its e-commerce website DXL.COM and mobile app. DXL’s commitment to offer its customers unparalleled fit expertise, the largest assortment of brands and engaging, integrated shopping experiences extends across its stores and online channels. 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 behaviors,” 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 personalized shopper experience in partnership with our Digital and Technology teams. Beyond the technology itself, Bluecore has proven to be a strategic partner who is always looking out for our business and acts as an extension of our marketing team.”

Working with Bluecore, DXL can identify anonymous shoppers and known customers who are not logged into the brand's website and respond to shopper and customer signals through automated, personalized 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 that the retailer can speak directly to their 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, which 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, which will enable retailers like 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.

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