Dille & Kamille
How do you advertise a brand that's not really keen on advertising?
Dille & Kamille chose a different path. Together with Assist Digital NL, the brand focused on calm, consistent experiences that reflect its values, instead of louder campaigns. This case explores how brand and customer experience (CX) worked as one to build long‑term loyalty.
- Strategy
- Brand Exposure
- Design
- Client
- Dille & Kamille
- Industry
- Retail and eCommerce
- Read time
- 3
The Challenge
Dille & Kamille wanted a deeper emotional connection with customers without relying on traditional advertising. The ambition was to be more than a retailer, to become a place people turn to for ideas about living well at home and to express that in every interaction.
Strategy
A CX‑centred brand approach shaped the work across story, store and service:
Brand storytelling with substance: We clarified the brand’s point of view care for home, thoughtful materials, everyday rituals and used it to guide tone, imagery and editorial. The aim was to inspire mindful choices, not push products.
Richer in‑store moments: Shops became places to try, learn and slow down. Displays encouraged hands‑on discovery, seasonal activities brought products into context, and events created reasons to return with friends and family.
Online and store in tune: Language, design and service standards were aligned so customers recognised the brand wherever they met it. Content and product information were consistent, and journeys were designed to make switching between browsing online and visiting a shop feel natural.
CX at every touchpoint: Packaging, signage, service scripts and support were simplified. Clear instructions, useful care tips and considered materials turned small moments unboxing, asking a question, making a return into proof of the brand’s values.
Results
The CX effects came through clearly during the Things That Matter campaign:
- Stronger emotional ties: Story‑led content and calmer presentation helped first‑time visitors become regulars, and regulars feel part of the brand’s world.
- A better shopping experience: With online and stores aligned, people found what they needed faster and felt more confident about their choices.
- More purposeful engagement: Events and hands‑on experiences turned visits into something to look forward to, building community around shared interests.
- Advocacy that feels earned: Customers shared what they discovered from care tips to favourite finds extending the brand’s reach through everyday conversations.
Dille & Kamille showed that you can advertise less by designing better experiences.
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