Case Study


Dutch home improvement store hits the nail on the head with personalized content journeys

The Netherlands

Founded in 1978, Praxis counts among the largest home improvement store chains in the Netherlands. The company works hard with 5,700 employees to be a reliable resource for home and gardening projects. Praxis’ core business is selling DIY-products, but most megastores also have a garden center and the stores provide workshops and more.

The Challenge

Dutch home improvement store Praxis is an institution in the Netherlands, with a total of 98% of the population recognizing the brand name. Praxis wanted to get more personal with its customers and offer inspiration based on interests.

To make it happen, the company needed to make a change in its engagement strategy: segmenting customers instead of sending generic communications based on season, promotion, or campaign. Clearly a job for Marigold Engage.

This campaign really hit the nail on the head when it comes to sending relevant, personalized communications to our customers. The platform’s segmentation capabilities, using customer and website data, were right on target. Plus, Selligent’s omnichannel engagement and content personalization took results to the next level as the model for future campaigns.

Jimte Jepma

Manager Digital Marketing & Online Sales at Praxis

The Path To Success

Praxis enlisted Marigold Engage and worked with partner agency Merkle Netherlands to create a two-pronged approach –

First, connect customer data and website behavior captured by Selligent as the data foundation for a segmented approach.

Second, create automated journeys to hit customers’ inboxes with ‘The next DIY project inspiration journey.’ In the next step, Praxis surprised customers with personalized product recommendations and ideas for their DIY project in personalized emails.

Milestones of the targeted omnichannel campaign included:

Website quiz on customers’ “DIY Project” as basis for personalized newsletters/emails
Online browsing behavior, e.g. product categories, also determine DIY preference
If customers do not take quiz, newsletter content determined by site behavior


Partner Profile

Merkle is a leading Customer Experience Management (CXM) agency, where data and technology are the driving forces. As a global network of thinkers and doers, and part of dentsu, Merkle has more than 50 branches and 9,600 employees worldwide. In Amsterdam and Rotterdam, more than 285 people work for leading customers such as Microsoft, HEMA, NS, Marktplaats, VodafoneZiggo, BMW, and more. Merkle brings together people, brands, and society to help brands move forward by combining CRM, media, and creativity to help more customers make their marketing truly people-centric.


108 %
Open Rate
1,544 %
Click Rate

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