Mass
How did MASS use omnichannel integration to connect more than 50 stores and three online shops into one international gift-card ecosystem?
By moving to true omnichannel operations with the advanced SmartGifty platform. It enabled seamless connection of physical stores across three different markets with all localized online shops, the introduction of digital e-cards and the possibility of partial redemption of amounts, making the boundaries between online and physical shopping disappear completely.
From traditional vouchers to a technologically advanced shopping experience
Mass is a recognized fashion brand and leading footwear retailer with a broad network of more than 50 stores in Slovenia, Austria and Croatia, employing over 400 people. With a rich selection of 8 own brands and more than 8,000 different footwear models, Mass delights customers of all generations. The company is guided by the firm principle that the customer always comes first. It achieves this by building mutual trust, long-term partnerships and a strong focus on employee satisfaction. As a company that continuously follows the latest shopping trends, management recognized the need to overcome the limitations of traditional paper gift vouchers and made modernization of the gift-card program one of its key strategic objectives.
Business challenge
The key and biggest challenge of the project was the transition to true omnichannel operations. The company needed a solution that would seamlessly connect its entire network of physical stores across three different markets with all localized online shops: mass.si, mass-shoes.at and mass-shoes.com. The goal was to create a system in which the boundary between online and physical shopping disappears, meaning the customer must be able to buy a card anywhere and redeem it with the same convenience and full flexibility at any touchpoint. At the same time, stable operation across different countries and currencies had to be ensured, while eliminating the risks and administrative burden of manually tracking redemptions.
Solution: Complete omnichannel connectivity and digitalization
For its comprehensive transformation, Mass implemented the advanced SmartGifty card system in all of its physical stores. All physical checkouts in Slovenia, Austria and Croatia were directly connected to the system for lightning-fast card issuing, sales and redemption. The next step was close partner integration with the digital agency Optiweb, with which we ensured the complete placement of SmartGifty into the user experience of the existing online shops running on the Magento platform. The solution now enables the purchase of a classic physical PVC card or an instant digital e-card delivered directly to the customer’s email inbox. The system supports flexible loading of amounts between €10 and €300, enables partial redemption at all points of sale, and offers customers real-time online balance checking.
For Mass customers, the new gift card brings complete freedom and maximum convenience in shopping and gifting. Whether the recipient receives a beautiful physical card or a last-minute digital version on their phone, the experience is seamless. The customer can check the card balance anytime and anywhere with just a few clicks on their smartphone. There are no limitations when shopping. The card can be partially redeemed online for a new pair of sneakers, while the remaining amount can later be used in a favorite physical store for elegant shoes. The entire experience is fast, secure, modern and fully adapted to the lifestyle of today’s customer.
From an operational and strategic perspective, Mass gained comprehensive control over the process of issuing and managing gift programs and fully digitalized administration. Connecting all offline checkouts with the SmartGifty system means that checkout staff can complete their work quickly and without complications, while the possibility of human error during entry is eliminated. The company has accurate real-time insight into all transactions, sold and redeemed amounts, and analytics across both markets at the same time. An additional major advantage for Mass is our complete turnkey support: in addition to flawless software operation, we also take care of timely printing, personalization and reliable logistics delivery of physical cards to all stores across Slovenia, Austria and Croatia.
- Complete omnichannel connectivity: Full technical alignment of the system across more than 50 physical stores and Magento online platforms in multiple markets.
- Flexibility of digital and physical media: Customers can purchase classic PVC cards or instant digital e-cards with flexible value loading.
- Real-time transparency: Customers and the company can instantly check balances online and redeem value easily and gradually without complications.
Result and long-term value
With the introduction of SmartGifty, Mass successfully strengthened its position as a digital innovator in the fashion footwear market. By replacing outdated paper vouchers with modern gift cards, the company offered customers a premium gift for all generations, directly reflected in sales growth and higher customer satisfaction. The long-term value is shown in the complete optimization of internal logistics and accounting processes, as well as in a powerful tool for retaining capital within its own retail ecosystem across regional markets.
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