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Dille & Kamille How do you advertise a brand that's not really keen on advertising?

Brand building Consultancy & Coaching CX design CX strategy

Crafting enduring connections: Embark on a journey through the world of harmonious living as we delve into the collaborative voyage of Dille & Kamille and The Valley. In this branding case study, we explore how Dille & Kamille underwent a remarkable transformation by intertwining strategic branding with an enriched Customer Experience (CX) approach.

The Challenge

Dille & Kamille faced the challenge of fostering a deep emotional connection with their customers. Beyond being a retailer, they aspired to become a lifestyle destination, embodying their values in every customer interaction.


To address this challenge, Dille & Kamille partnered with The Valley to cultivate a CX-centric branding strategy, enriching every touchpoint of the customer journey. The key elements that contributed to this transformation include:

  • Holistic Brand Storytelling: Collaboratively, Dille & Kamille and The Valley wove a compelling brand narrative that extended beyond products. The focus was on sharing values, inspiring mindful living, and creating an emotional resonance with customers.
  • Immersive In-Store Experiences: Dille & Kamille reimagined their physical spaces as more than just stores. They embraced experiential retail by arranging workshops, interactive displays, and events that invited customers to immerse themselves in the brand's world.
  • Seamless Omnichannel Integration: By harmonizing their online and offline presence, Dille & Kamille ensured that customers experienced consistent brand messaging and a unified shopping experience across various platforms.
  • Customer-Centric Touchpoints: Dille & Kamille infused CX elements into every touchpoint, from packaging and store layout to customer support, focusing on enhancing customer delight.


The strategic branding transformation's inherent CX effects began to manifest from the 'Things That Matter' campaign:

  • Deepened Emotional Bonds: By embracing immersive experiences and storytelling, Dille & Kamille nurtured profound emotional bonds with customers, turning them into loyal brand advocates.
  • Elevated Shopping Experience: The seamless omnichannel approach made shopping more convenient, encouraging customers to seamlessly transition between online exploration and in-store engagement.
  • Inspired Engagement: The experiential retail approach sparked customer engagement, turning visits into memorable events and fostering a sense of community among like-minded individuals.
  • Brand Advocacy: Satisfied customers became enthusiastic brand advocates, sharing their heartfelt experiences both online and offline.

Read more about "Things That Matter" on the Dille & Kamille website [Dutch] and our launching press release [EN].