Insights from DMEXCO 2024

How CASA shops personalises the shopping experience

For those unfamiliar, DMEXCO (Digital Marketing Exposition & Conference) is an annual event held in Cologne, Germany, where digital marketing professionals, tech innovators, and brands from all over the world come together to discuss the latest trends. It’s where future-shaping ideas in e-commerce, digital marketing, and customer engagement are showcased. This year, CASA, supported by its partners supersonic and Voucherify, shared how they’ve transformed their digital experience with agility and precision.

To address the challenges of scalability and personalisation, CASA turned to MACH commerce—a modular, flexible approach to building a digital commerce platform by integrating best-in-class technologies. This approach allowed CASA to quickly implement new solutions, adapt to changing customer needs, and roll out new features without overhauling their entire system.

Jonas De Bondt, e-commerce architect at supersonic, detailed the steps:

"The e-commerce platform commercetools was implemented as the core foundation and Voucherify was onboarded for loyalty programs. We integrated Algolia for enhanced search capabilities, Dynamic Yield for personalisation, and Adyen for seamless payment processing."

These integrations were done incrementally, ensuring smooth operations and allowing CASA to grow step by step without disrupting its business.

CASA’s MACH architecture paved the way for highly personalised loyalty programs. Voucherify played a critical role here, enabling CASA to offer targeted promotions and reward systems that cater to both online and offline customers. As Elke shared,

"Our loyalty program now seamlessly connects in-store and online experiences, with over 2 million customers onboarded within two years."

Jonas also emphasised how quickly these initiatives were executed:

"For example, digital gift cards were implemented in just a week. It’s amazing how fast we can introduce new features now."

This speed and agility give CASA a competitive edge, allowing them to meet the dynamic needs of their customers.

CASA’s MACH journey has yielded impressive results. The agility provided by their tech stack allowed them to react quickly to market demands, especially during critical periods like Black Friday. The flexibility of API-driven platforms like Voucherify and commercetools enabled their team to launch highly targeted promotions in a fraction of the time it used to take.

Jonas highlighted a significant milestone:

"From a technology standpoint, high peak sales periods like Black Friday, now run smoothly. Years ago, this would have been a major challenge, but now all platforms handle it with ease, and CASA can focus on other areas like logistics and customer service."

As CASA continues to grow, the team remains committed to leveraging its MACH stack. Elke noted,

"Our next focus is on ensuring our team fully utilises the technology we’ve onboarded. We’re also expanding our team to match the pace of our online growth, ensuring we’re ready for the future."

With new platforms like Dynamic Yield and Algolia recently added to their tech ecosystem, CASA’s journey is far from over. The ability to iterate quickly and personalise customer journeys has set them on a trajectory for continued growth in the e-commerce landscape.