Destination XL Group Inc. said it has expanded its partnership with Bluecore, making the tech company the sole vendor for identification, audience building and segmentation and campaign management.

This advancement aims to heighten personalization and customer engagement across all the retailer’s shopping platforms — bridging the gap between online and offline retail experiences.

Jim Reath, chief marketing officer at DXL, emphasized the benefits of a unified platform, noting that Bluecore “allows us to seamlessly integrate our digital and physical marketing channels, elevating our omnichannel strategy to effectively meet our customers’ individual shopping preferences and behaviors.”

“By consolidating multiple marketing technologies and capabilities onto Bluecore, DXL will deliver a greater level of personalization to shoppers at scale…with the brands, styles and products they want to shop and purchase,” Bluecore said in a statement.

By way of context, Bluecore said retailers and brands across all categories “have made significant investments in multiple point solutions in recent years as a means for increasing revenue generation, but for many, the result has been increased costs and a lack of clarity on incremental revenue.” The tech company said this has also created an influx of solutions for retailers to manage. But it may be too much.

DXL turned to Bluecore to streamline its tech stack. “With Bluecore, DXL now has a single platform to manage and predict customer behaviors and rapidly experiment its marketing against customer-specific metrics, like first-time buyer conversion rate, average order value and purchase frequency,” Bluecore said. “This allows the retailer to discover the most impactful ways to drive profitable growth and reach shoppers with relevant campaigns in real-time.”

The big and tall specialty retailer operates nearly 300 DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores across the U.S. — in addition to the company’s e-commerce website and mobile app.

“As an omnichannel retailer, it’s critical that we understand what every customer needs to support their shopping and buying journeys and it’s now through Bluecore that we have a single, holistic view into our customers’ [preferences],” Reath said. “Beyond the technology itself, Bluecore has proven to be a strategic partner who is always looking out for our business and acts as an extension of our marketing team.”

By partnering with Bluecore, DXL said it can identify anonymous shoppers and known customers who are not logged into the brand’s website “and respond to shopper and customer signals through automated, personalized messaging on its site, app, in-store and other touchpoints.”

Bluecore said its platform enables DXL to create specific activations “at the product sku level, clothing size and other product data attributes so that the retailer can speak directly to their range of different shoppers.”

Jason Grunberg, chief marketing officer at Bluecore, said DXL “is highly attuned to its customers’ shopping needs and has long led a customer-first strategy, understanding that focusing on customers, rather than channels, which is what will ultimately drive growth. By bringing together the capabilities of multiple marketing technologies onto Bluecore, DXL can accelerate revenue generation while protecting margin without over-delivering communications to customers.”