Torfs: building a consistent customer experience, supported by data
- Technologie & Platformen
- Digitale Strategie & Marketing
- Client
- Torfs
- Year
- 2022 - ongoing
- Client
- Torfs
- Year
- 2022 - ongoing
- Category
- Technologie & Platformen, Digitale Strategie & Marketing
Since 1948, Schoenen Torfs has been synonymous with quality, humanity and long-term thinking. As a family-owned company with more than 70 stores and a strong online presence, Torfs firmly believes in one principle: every customer deserves the same personal experience, regardless of where the contact takes place. In the store, online, via customer service or on a mobile screen – it has to be one story.
This omnichannel vision was the starting point of an intensive collaboration with Xplore Group. Together with competence centers FORWARD, Humix, Stitchd and Us, Torfs worked on an integrated transformation in which technology was not an end in itself, but a lever to structurally strengthen customer experience, efficiency and growth.
From ambition to a scalable omnichannel experience
The first challenge was the digital heart of Torfs. The existing e-commerce platform could no longer keep up with growing expectations around mobile-first, personalization, and performance. There was a need for speed, without sacrificing quality or future-proofing.
FORWARD supported Torfs in the rollout of a new, scalable e-commerce platform that focused not only on online sales, but on a seamless experience across all channels. Customers were able to move forward effortlessly, regardless of device or location, while agents had a single, consistent view of the customer. In just four months, the new platform was launched, with an immediate and clear impact on online sales.
It soon became clear that true omnichannel experiences go beyond technology alone. Customer data was scattered across different systems, which made it difficult to make interactions truly personal. Bringing that data together into one reliable whole became the next crucial step.
Customer behavior as a guide for refinement
With a solid technological foundation in place, the focus shifted to optimization. Together with Humix, Torfs analysed how visitors moved through the webshop. By visualising behaviour, it became clear where customers intuitively found their way and where subtle frictions arose.
These insights led to targeted improvements in navigation and structure, where ease of use and brand identity went hand in hand. Optimization thus became not a one-off intervention, but a continuous process in which behavioral data gave direction to digital choices.
Structural conversion optimization as a growth accelerator
To further refine the digital experience, a structured Conversion Rate Optimization (CRO) approach was used together with Us. The goal was clear: not only to attract visitors, but also to guide them as smoothly as possible towards purchase.
By continuously analyzing, formulating hypotheses and testing improvements in a controlled manner, optimization became a permanent part of the digital operation. Small adjustments in design, copy, and process clarity combined to create a noticeably smoother customer journey.
CRO thus grew into more than an optimization process. It became a leverage for a broader data-driven culture, in which continuous improvement is central.
A future-proof data foundation
To further strengthen personalization and marketing, Torfs worked with Stitchd on a more flexible data landscape. By opting for a composable CDP approach, data was collected, structured and activated centrally. This provided better insight into online and offline behavior and made more targeted segmentation possible.
This strong data foundation supported not only marketing, but also optimization initiatives and strategic decision-making. It created the basis for further growth, today and in the future.
One integrated story
What makes this process special is the coherence. FORWARD laid the omnichannel foundation, Humix brought behavioral insights and design sophistication, Us anchored a culture of experimentation and continuous optimization, and Stitchd built a sustainable data ecosystem.
No separate initiatives, but one integrated approach in which strategy, technology and data reinforce each other. In this way, Torfs succeeds in translating its family values into a modern, consistent and personal customer experience – one that grows with the customer, today and tomorrow.
