Marigold functionalities: Data integration and 360° customer view, journey builder, multi-language capabilities, pre-built templates, deliverability.
Platform: Selligent by Marigold
Company Info: HEMA is a beloved Dutch retailer known for affordable, well-designed products that bring simplicity and joy to everyday life. Founded in 1926 in Amsterdam, HEMA has grown into a household name with over 750 stores across Europe. The brand is famous for its no-nonsense approach, offering a wide range of products — from clothing, homeware, and stationery to food and beauty — with a signature clean design and high quality at a fair price.
HEMA faced a common challenge: their path to purchase wasn’t fully optimized. They needed a solution that would keep customers coming back, whether they were shopping online or in-store. That meant adopting a more holistic approach to engagement. One that reached customers at critical moments across the entire journey, from first interaction to long-term loyalty, with consistent, measurable impact.
In partnership with their agency and Selligent partner, Springbok, HEMA developed a customer decision journey strategy rooted in McKinsey’s framework. Together, they launched a series of personalized, creative lifecycle campaigns using the Selligent platform, each tailored to support the full journey from awareness to reactivation.
Creativity drives connection, data drives action. Together, they deliver measurable results.
Claartje van Meeuwen
CRM & Loyalty manager HEMA
HEMA launched 19 data-driven campaigns across their customer decision journey.
To deliver these campaigns at scale and with precision, HEMA leveraged several key Selligent functionalities:
Despite a significantly higher send volume, HEMA saw measurable improvements in engagement and sales:
With this program, HEMA sets the standard for combining data-driven insights with brand creativity, delivering measurable impact while staying true to its identity. It’s a model for how personalized, full-journey engagement can strengthen customer engagement and drive growth at scale.
springbok is a digital and creative agency focused on positive growth. By combining technology with creativity, they help brands build long-term customer relationships rooted in sustainability and effectiveness. As a Selligent premium partner since 2009, springbok supports more than fifteen major brands daily, helping them exploit the full potential of Selligent’s technology across industries like retail, banking, insurance, and automotive.
Marigold: where relationships take root.
