In the 1970s, manufacturers enter the German market, offering shoes as cheap mass-produced goods. The traditional Salamander brand comes under pressure and changes hands in the following decades. The new millennium brings a return to Salamander's qualities as a specialist shop and traditional brand for good shoes.
At the beginning of 2009, Salamander GmbH and its foreign subsidiaries are taken over by ara AG. Later that year, Salamander Deutschland GmbH & Co KG acquires the company. Together with the store network of Schuhhaus Klauser and other speciality shoe stores, which are among the best in their regions, Salamander becomes a strong community for quality shoes.
"As a senior CRM manager, I know the importance of our data. Together with WHATALOCATION, however, we are creating an entirely new data universe in which we can operate."
"As a senior CRM manager, I know the importance of our data. Together with WHATALOCATION, however, we are creating an entirely new data universe in which we can operate."
After successfully overcoming insolvency, we looked for new ways to analyse the status quo of our store portfolio. The aim was to identify influencing and success factors for individual location types in order to incorporate these into our future-oriented expansion strategy. Our own footfall measurements, in-house analyses and gut feelings of individuals did not provide a sufficient basis for making company-relevant decisions regarding locations, catchment areas or product ranges. We were able to close these (knowledge) gaps with WHATALOCATION!
In a number of ways: firstly, through the highly personalised contact and support in setting up and implementing individual use cases through to quick and effective solutions to questions or problems. Secondly, we were able to determine the potential of new locations at the touch of a button, including (backward-looking) sales simulations, in order to drive our expansion forward as efficiently as possible. Furthermore, by importing data from our customer loyalty program, we have deeper insights that are not only visualised in an appealing way, but are also used in marketing planning, especially in the area of out-of-home or direct mailings, to implement campaigns more efficiently.
Catchment areas, access routes, footfall and socio-demographic data make it much easier to target new and existing customer campaigns and improve the efficiency of the marketing and CRM team. Easy-to-understand analyses of our success factors for each store, managing the product mix, staff planning and promotions helped the sales team from day one. Our data-driven approach provides a quick evaluation and decision-making basis for expansion in selected areas and cities, particularly considering the influence of competitors and anchors on the attractiveness of the potential location. This reassures the management team of the soundness of our expansion decisions.
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