Since its founding in 1991, Magistrat International, d.o.o. has been one of Slovenia’s most successful companies. As a leading distributor of premium food brands such as Lindt, Bahlsen, and Chupa Chups, and the largest fashion retailer in the country, Magistrat represents more than 130 globally recognized brands — including GAP, Hugo Boss, Desigual, Max Mara, Versace, Polo Ralph Lauren, and more. With 33 physical stores across Slovenia, Serbia, Croatia, and Hungary, and a growing online presence, the company is a major player in the regional retail scene.
Like many online retailers, Magistrat has been facing growing global competition and rapidly evolving consumer behavior. The pandemic further accelerated shifts in online shopping habits, highlighting significant untapped potential in Magistrat’s e-commerce operations.
Together with FrodX, they launched a project focused on increasing profitability and customer retention — starting with the GAP online store.
Younger generations now expect a seamless, personalized shopping experience. A strong brand alone is no longer enough to drive sales. Instead, the entire customer journey — from product discovery to post-purchase engagement — must be tailored to individual needs.
The core challenges• Shifting consumer habits |
A successful customer retention strategy is about more than just discounts or product variety — it’s about creating an environment where customers feel understood and valued.
That’s exactly what we set out to achieve. And I was fortunate to work with a team that shared the same goal and brought both clarity and drive to the table. From day one, we aligned on expectations and kept our focus on what matters: results.
This project has been a great example of what’s possible when teamwork, expertise, and technology come together — and I’m proud to say we’re already seeing strong early outcomes.
Mojca Trbič
Project Manager, FrodX
The decision to move forward was clear. Business analysis had shown what was at stake — and what could be lost by staying still.
| Current Challenge | What Happens Without Change |
| Young consumers are shopping online — differently, and globally. | Revenues would decline if GAP’s online store couldn’t match the experience offered by its competitors. |
| The digital space is oversaturated — customers are bombarded with generic marketing. | Brand messages would get lost in the noise unless personalized by content, timing, and channel. |
| Marketing automation remains underutilized. |
Missed opportunities to engage and convert customers in real time. |
| Email is the primary communication channel. |
Relying on a single channel limits reach — especially among younger audiences who expect omnichannel experiences. |
This project’s success has depended not just on the right technology — but on the strength of the partnership.
Working with the FrodX team has been an incredibly positive experience. Their proactive, results-driven approach kept us motivated throughout. Everyone involved knew their role, understood the purpose of each phase, and was aligned with our end goals.
We’ve already seen promising results — but we know this is just the beginning. With consistency and commitment, the long-term gains will be even more significant.
Ana Kosec
E-commerce manager, Magistrat International
To support our goals, we implemented SAP Emarsys Customer Engagement, one of the top-rated platforms in digital sales and personalization (as recognized by Gartner in 2022).
We launched six key initiatives across three markets, all managed within a single Emarsys account:
Emarsys gave us the tools to implement advanced personalization at scale. Its powerful analytics enabled us to track KPIs, evaluate campaign performance, and continuously refine our approach.
Before, campaigns were broad and generic. Now, we run automated, behavior-based campaigns — personalized down to the individual. By analyzing data in real time, we were able to offer highly relevant content via the right channel, at the right moment.
And thanks to Emarsys’ built-in AI, we now know which channels are most effective for each customer — boosting both engagement and conversion.
Tamara Unetič
Emarsys Specialist, FrodX
In just six months, the results have been encouraging — and we expect even stronger outcomes as the strategy continues to evolve.
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More active customers +48.98% |
Higher average order value +14.83% |
Churned customers re-engaged 46.66% |
Higher email open rates +3.1% |