Danish fashion retailer Bestseller, which owns Jack & Jones, Vero Moda and Only, has announced a new partnership with Swedish technology platform Voyado in a bid to boost customer loyalty and personalisation.

Bestseller, whose chief executive Anders Holch Povlsen is also the largest shareholder in Asos and holds shares in Zalando, has started implementing Voyado’s unified platform across its brands.

The platform plans to connect Bestseller stores with its ecommerce platform to gather and manage customer data in a “unified environment” and use it to execute campaigns to “maximise recruitment, retention and activation” across all channels.

Voyado’s platform is also said to be focused on enabling users to run personalised campaigns “at scale” as a result of maximising time to value with an easy-to-use platform.

Once fully integrated, the fashion giant will operate a “seamless omnichannel loyalty programme” across all markets.

It is already live with Jack & Jones, Vero Moda, Only, Selected, Vila, Name It and Noisy May from Bestseller’s vast stable of brands.

Bestseller head of brand tech Steffen Simonsen said: “The initial scope of our project was to acquire a loyalty management solution to integrate with our existing marketing automation platform.

“However, we quickly saw the power of Voyado’s unified solution to manage the loyalty programme and leverage the loyalty mechanisms seamlessly in our customer communication across all channels.”

“We realised that to be successful with our loyalty initiative, it would be critical to enable our users to get insights and act on all customer data, including loyalty data, as efficiently as possible. This efficiency allows us to turn great ideas in the morning into impactful customer experiences by the afternoon without dependencies from central IT.

“One key factor in deciding to work with Voyado was not only their retail focus and expertise but also their way of working and approach to partnerships. It was very important for us to find something more than just a software vendor.

“With Voyado, we appreciate the real partnership where both teams work pragmatically to solve problems and deliver value to both organisations.”

Voyado said the partnership marks its expansion across Northern Europe, having already established a presence in the Nordics, demonstrating its capabilities for retail brands globally.