Destination XL Takes a Customer-Centric Approach to Digital Marketing

Founded in 1976, Destination XL Group, Inc. (formerly Casual Male Retail Group, Inc.) is the largest specialty retailer of men’s big and tall apparel. The company offers an array of apparel, from value labels to high-end designers, all in one place at Destination XL.

Destination XL Group, Inc. has maintained its focus on leveraging its substantial presence in-store, online, and through its catalogs to create the seamless customer-centric marketing strategy that keeps customers coming back. For men in the market for big and tall clothing, Destination XL wants shoppers to consider the retailer their number one destination.

Destination XL also has a history of using data and analytics to understand its customers, making the brand a natural fit to work with Monetate to accelerate its testing and optimization culture online.

Success with Strategy

Monetate All-In-One Action

  • Made visitors more aware of Destination XL’s size-profile feature through a targeted lightbox campaign, urging them to create a profile.
  • Powerful geotargeting enables Destination XL to highlight the most relevant offers and products to website visitors based on the weather.
  • Created dynamic messages for international visitors, using IP addresses to determine where they are visiting from and offer a welcome.
  • Used analytics to listen to customers to determine how they liked to see products displayed on category pages.

As part of its strategy, Destination XL leverages deep customer insights to deliver the right message to the right visitor at the right time.

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Knowledge and Innovation Drive Customer Satisfaction

We created a purchasing experience that makes visitors feel understood at first click, resulting in an increase in conversion and add-to-cart rate.

Making it easy to find and buy relevant products

Destination XL relies on Monetate’s powerful weather targeting to make sure it highlights the most relevant offers and products to website visitors.

International visitors are increasingly becoming a lucrative customer segment for websites to win over, as their average order values and overall spend are often higher than their American counterparts. To keep the experience personalized, Destination XL leverages Monetate to create dynamic messages for those visitors who landed on the homepage, using their IP address to determine where they were visiting from and welcome, for example, guests from Australia.

“Without Monetate and the data it offered us, we wouldn’t have known what our customers actually wanted.”


Vice President of eCommerce, Destination XL Group, Inc.

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Whenever we need anything, whether it’s after hours or even on the weekends, a member of the Monetate team is always there for us. That’s something you don’t necessarily get from other vendors.

JAY NIGRELLI, Vice President of eCommerce, Destination XL Group, Inc.
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