{"id":4267854,"date":"2022-11-15T23:25:00","date_gmt":"2022-11-15T21:25:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/connecting-the-in-store-online-shopping-experience\/"},"modified":"2025-12-08T11:09:48","modified_gmt":"2025-12-08T09:09:48","slug":"connecting-the-in-store-online-shopping-experience","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/connecting-the-in-store-online-shopping-experience\/","title":{"rendered":"Connecting the in-store & online shopping experience"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tDXL\t<\/h2>\n\t\tConnecting the in-store & online shopping experience\t<\/h1><\/div>\n\n
\n\t\n\t\tDestination XL (DXL) has one powerful mission: to empower the big and tall man to look and feel good.

As a big and tall men\u2019s apparel specialist, DXL serves a segment of shoppers who have notoriously been neglected and seen as an afterthought by the retail industry. DXL stores not only carry a bigger selection of these sizes than most retail stores do, but they also provide a more personalized in-store and omnichannel shopping experience.

At its core, DXL does more than sell clothes. They provide a memorable and uplifting experience where dressing smart means living a life of confidence and self-empowerment. Their goal and passion are to help their customers find something that truly fits their body, style, and life.

Founded in 1976, DXL has since become the largest specialty retailer of big and tall men\u2019s clothing throughout the US, Canada, and London. While they have established a range of brick-and-mortar stores, it\u2019s now shifting its focus toward the digital channel to create a more seamless user experience at every touchpoint with its customers.\t<\/p><\/div>\n\n
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\n\t\t\t20%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\thigher spend in nonbrand search\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t12%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\thigher ROAS in DSA campaigns\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t77%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\thigher overall ROAS\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n<\/div>\n\n
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\n\t\t\n\t\tTying in-store transactions to online efforts is no tall order\t<\/h2>\n\t\t\t\t\t
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\n\t\tLike most retail brands, DXL was not immune to the negative impact of COVID-19, and offline sales took a hit due to social distancing measures. Fewer people were going out, weddings and celebrations came to a grinding halt, and the need to dress up for work was no longer needed\u2013or even an option\u2013for many. As people have started to return back to work and retail stores have begun to reopen, shoppers have been eager for connection and to get back to a feeling of normalcy. What shoppers now expect from shopping has dramatically changed.

DXL came to DEPT\u00ae in Q4 of 2021, looking to return to growth post-Covid and to regain their lost in-store and online traffic through digital. This market shift forced DXL to re-conceptualize its marketing strategy so it could continue to expand its customer base and increase revenue. After the peak of the holiday season, DXL tasked us with bridging the divide between their website and brick-and-mortar stores.
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