Global partners for global ambitions – how Samsøe Samsøe uses data as a driver for its global growth

Danish fashion brand Samsøe Samsøe collaborates with Front Systems and Adyen to offer tailored customer experiences and seamless buying journeys, using the Unified Commerce concept.

Unified Commerce is a system architecture that unifies insights from all sales channels on the same platform. The concept, which has been on the agenda in the recent years, is here to stay. We believe that companies that use this approach will emerge victorious from digitalisation.

Adyen's annual Retail Barometer shows that businesses that connect their various sales channels are the ones that grow the most.

With the right solution, Samsøe Samsøe can gather customer insights across channels, and make data-driven decisions around expansion and business development.

In a conversation with Samsøe Samsøe, we have investigated how the work with Samsøe Samsøe's global ambitions is driven by data-driven work.

The journey towards an international and modern fashion house

The Samsøe brothers opened a jewellery shop in Copenhagen in 1993. Together, they quickly expanded their product portfolio to include t-shirts and knit sweaters. At the turn of the millennium, Samsøe stepped up its ambitions and launched a long-term plan towards becoming an international fashion house in the premium segment, with a deeply rooted profile in Scandinavian minimalist design.

After a few years, they had expanded to several European markets outside Denmark, and today they have physical stores in many countries as well as an e-commerce that is frequented by fashion-conscious consumers all over the world.

Samsøe Samsøe's ambitions to build an international presence both physically and digitally place great demands on the brand and the customer experience between the channels. We spoke to one of the company's key people, Tommy Nimand, CFO of Samsøe Samsøe, to hear more about Samsøe Samsøe's path to success.

Global partners for global ambitions

Before setting sail for ambitious business goals, you have to choose the right crew in order for the goals to become a reality. Tommy Nimand chose to consider which partners Samsøe Samsøe used in different channels and ended up having to go a different direction. Samsøe Samsøe chose two partners with a more international profile – Front Systems and Adyen – to support the company's global ambitions.

"Front Systems is our POS provider, and they gave us an IT integration that could easily help us transfer our data from payment terminals to other platforms, for example to be able to compare with e-commerce. They are constantly developing their product and keeping up with the integrations we need, which facilitates our work tremendously," says Nimand.

Front Systems offers a cloud-based POS system, which is built to support retail businesses with an omnichannel strategy worldwide. The company is particularly strong in the fashion industry and is constantly growing in the sports industry and various segments within lifestyle. Front Systems and Adyen have collaborated for several years to realize retailers' ambitions in digital and physical commerce.

After implementing Front Systems' modern checkout solution and Adyens' solid platform; The work on payments, customer care and data-driven business development changed significantly for Samsøe Samsøe. The scalability of working with payments and customer data in one and the same platform has also facilitated Samsøe Samsøe's expansion when it comes to physical stores.

"We can now roll out six stores in two months without any technical problems, thanks in large part to the solution of gathering all the stores' POS systems from Front Systems in one place. Front Systems works seamlessly in connection with Adyen's platform, and therefore the combination of these solutions became natural for us and our growth journey," Nimand continues.

With the help of Front Systems and Adyen, Samsøe Samsøe can make its omnichannel strategy scalable and unified across all its markets. Front Systems' modern Point of Sale solution provides stores with a system for managing all omnichannel shopping journeys, fully integrated with Adyen's platform that brings all channels together on one platform, including e-commerce systems and order management.

Through this interaction, Samsøe Samsøe can offer end customers modern services such as "Endless Aisle," where the end customer can test a garment and order a different color or size straight home, directly through the store.

Independent customers are productive customers

Front Systems and Adyen work closely with their customers and their business, but Tommy believes that the solutions allow Samsøe Samsøe to work more independently than before.

In the short term, Samsøe aims to create a loyalty program that supports the transition to a luxury brand, through refined customer experiences and exclusive interactions with the brand, such as through pre-registrations for fashion shows and pre-releases on collections.

"A customer club is certainly the next big step on our journey. Front Systems and Adyen will play a crucial role in that project. We need data from payments and want to be able to link the loyalty program to customers' payment cards. No one wants their own cards for customer clubs. Our form of customer club will not be about discounts and promotions. We want the experience and interaction with the brand to be more and better for the most engaged consumers," explains Nimand.

Samsøe Samsøe is at the forefront of the brand movement towards the luxury segment and the interaction between this journey and the development of the customer journey through payments. Samsøe Samsøe's strategic focus on both physical stores and e-commerce also includes a renewed view of the stores' function. Tommy Nimand talks about the future:

"Physical stores cannot be reduced to hangers and warehouses if they are to survive in the long run. Our stores should be able to be a hub for the customer's relationship with the brand. If you shop at Zalando, we want you to be able to test and pick up the garment in one of our own stores. It also helps us provide customers with a customer journey consistent with our brand image, design and feeling. Payment data through Front Systems and Adyen will be central to realising this ambition in the long term," says Nimand.

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