Marigold functionalities: Data integration and 360° customer view, cross-channel messaging, web personalization, automation, A/B testing
Platform: Selligent by Marigold
Company info: Tape à l’Œil (TAO) is a French fashion brand for babies, kids, and teens, offering trend-forward, accessible styles. With over 200 stores in France and Belgium and a strong online presence via taokids.com and the MyTAO app, the brand has become a go-to for stylish families. In 2024, TAO was voted the best e-commerce retailer of the year.
After the Apple Mail privacy update (iOS 15), open rate measurement became unreliable. For TAO, Apple Mail accounted for 60% of all opens, many of which were false signals. Despite rising open rates, real engagement was falling.
With email performance declining, TAO needed to identify truly active customers.
Objectives:
Thanks to the partnership with Selligent by Marigold and Degetel, my team and I continue to improve our CRM strategies in service of marketing and operational performance. This is how we offer our customers the best possible experience.
Olivier Servat
CRM Leader at Tape à L’Œil
Working with Degetel and Selligent, Tape à l’Œil reimagined its email strategy – focusing on real engagement rather than inflated open rates. The platform’s flexibility and cross-channel capabilities enabled the team to move quickly from insight to execution.
The collaboration with Selligent by Marigold and Degetel enabled Tape à l’Œil to streamline its targeting strategy, reduce email volume, and engage more effectively.
This performance shift helped the brand move beyond misleading open rates and focus on true customer interest, driving stronger results with fewer sends.
With over 15 years of experience in multi-channel campaign activation, Degetel supports clients across the full marketing automation chain, from strategic consulting and audits to CRM tool selection and operational rollout. Their expertise spans initial journey setups and template creation to long-term optimization. Degetel has partnered with Selligent for over a decade, serving clients in industries such as media, travel, and retail.
Visit Degetel
Marigold: where relationships take root.
