optilyz Direct Mail Automation Awards 2024: Palmers wins “Rising Star”
That is Palmers
The iconic Austrian market leader in the premium segment has been supporting women with its lingerie and advice for over 100 years. In 1915, Ludwig Palmers laid the foundation for a company that continues to thrive today, thanks to exceptional performance in product quality, customer proximity, and expert advice. Palmers is considered an innovation leader with high standards of quality in the lingerie sector, with 180 locations across Austria.
Beyond national borders, the Palmers brand enjoys an excellent reputation and, thanks to its legendary poster campaigns, has achieved above-average brand recognition. Today, Palmers is present at 240 locations in 16 countries, with its own stores, shop-in-shop spaces, and franchise outlets across Europe. Palmers continually sets new accents and standards in communication and product innovation.
What does Palmers offer its customers?
The heritage brand Palmers offers high-quality lingerie, nightwear, swimwear, and hosiery for both women and men. Customers can purchase Palmers products either online or in one of the many stores. Palmers places great emphasis on high-quality materials and the best possible fit.
How popular is Palmers?
Palmers enjoys a very high brand recognition of over 90% in Austria. Moreover, Palmers is known for its high-quality in-store advice, as every body is different.
Customer Satisfaction with the Online Shop
In 2024, the company ranked among the top 3 online shops with the highest customer satisfaction. On a scale from 1 (catastrophic) to 10 (outstanding), Palmers secured 3rd place with a score of 7.4, just behind Intimissimi in 2nd place and Hunkemöller in 1st place. (Source: Statista)
ÖGVS, Ranking der Top 3 Online-Shops für Dessous in Österreich nach Kundenzufriedenheit im Jahr 2024 (1 = katastrophal bis 10 = herausragend) Statista, https://de.statista.com/statistik/daten/studie/822364/umfrage/top-3-online-shops-fuer-dessous-in-oesterreich-nach-kundenzufriedenheit/ (letzter Besuch 12. Juni 2024)
Customer Satisfaction in Fashion Stores
In the 2023 ranking of fashion stores in Austria with the best service, Palmers also ranks highly. The company achieved a “service experience score” of 72.5%, placing it just ahead of the women’s fashion store Ulla Popken and the men’s outfitter engbers. (Source: Statista)
ÖGVS, Ranking der Top 3 Online-Shops für Dessous in Österreich nach Kundenzufriedenheit im Jahr 2024 (1 = katastrophal bis 10 = herausragend) Statista, https://de.statista.com/statistik/daten/studie/822364/umfrage/top-3-online-shops-fuer-dessous-in-oesterreich-nach-kundenzufriedenheit/ (letzter Besuch 12. Juni 2024)
That’s why Palmers wins in the category “Rising Star”
Palmers has distinguished itself as a true “Rising Star” at the optilyz Direct Mail Automation Awards 2024 hervorgetan. And there are good reasons for this:
1. Revolutionary company philosophy
Palmers has long recognised the importance of keeping up with the times. The company advocates for a positive body image among its customers, who have historically and continue to struggle with societal beauty standards. That’s why the company makes it clear:
Every woman is beautiful. No exceptions.
With its innovative #endofsorry campaign, Palmers aims to inspire women and girls to stop apologising for their appearance, their feelings, or their character. There’s no such thing as too small, too large, too thick, or too thin, and certainly not too old, too queer, or too loud. Women should feel completely comfortable in their own skin. To support this message, the heritage brand has even introduced a new slogan: Be sexy, not sorry!
Under this motto, Palmers is drawing attention to this important issue. But that’s not all: the website features several women who do not fit conventional roles and who share their “Not-sorry stories”. These include, for example, deaf model Bianca Rosemarie and drag artist Pandora Nox.
2. Effective onboarding
Palmers stood out at the optilyz Direct Mail Automation Awards 2024 not only because of its socially critical mission but also due to its swift and effective onboarding process. Together with optilyz, the fashion retailer successfully prepared for onboarding and promptly activated automations.
3. Out-of-the-Box thinking
Wie die aktuelle Kampagne deutlich zeigt, sind die Marketingverantwortlichen von Palmers mutig genug, anders zu denken und bestimmte Thematiken kreativ (und lautstark!) auszuarbeiten. Das Unternehmen weiß, welche Zielgruppe es erreichen will und warum. Und: Da Palmers ihre Zielgruppe genau kennt, gestaltet sich die Arbeit mit der Programmatic Print Software von optilyz umso effektiver. Das Unternehmen kann im Handumdrehen automatisierte und hyperpersonalisierte Direct Mail an seine Kundschaft verschicken.
As the current campaign clearly demonstrates, the marketing team at Palmers is bold enough to think differently and creatively (and loudly!) tackle certain topics. The company knows exactly which target audience it wants to reach and why. And because Palmers understands its target audience so well, working with optilyz’s programmatic print software becomes even more effective. The company can quickly send out automated and hyper-personalised direct mail to its customers.
4. Hands-on-mentality and high flexibility
In addition to creativity and the courage to go against the tide, Palmers places great emphasis on a hands-on mentality. For the employees, it’s second nature to actively contribute, continuously develop, and sometimes swim against the current. Another key to success: the company is flexible, consistently establishing new processes and adapting workflows as needed.
Stagnation is a foreign concept for Palmers. This is evident in their approach to direct mail automation and cloud integration with Salesforce. The team can now automatically plan and send direct mail according to the needs of the company and its customers.
Curious to find out who won the “International Growth” category at the optilyz Direct Mail Automation Awards 2024? Check it out here.
