SUCCESS STORY
Tendam, formerly known as Grupo Cortefiel, is a leading European multibrand, omnichannel fashion retailer headquartered in Madrid, Spain. The retailer specialises in the premium mass market and has a heritage dating back to 1880.
Today, Tendam comprises 12 brands and is Spain’s second-largest fashion group by market share, boasting a turnover of more than €1.442 billion and a presence in more than 1,800 points of sale across nearly 80 countries.
The group includes Fifty, a chain of outlet stores that sells its own Milano label, as well as other brands from Tendam’s portfolio. Fifty has a presence of around 70 points of sale in six countries, as well as online.
conversion rate uplift
Tendam wanted to test Taggstar’s social proof messaging to see whether it could help its customers with product discovery while also driving trading performance. It opted to test the technology initially on its Fifty outlet brand before considering its rollout to other brands within the group.
The initial test ran in October 2025 across Spain and Portugal for 57 days. Social proof messaging was implemented across the PLP and PDP, using 13 distinct message types. These included ‘Popular’, ‘Trending’, ‘Highly Requested’ and ‘Great Choice’.
The test delivered strong results, generating a 5.57% conversion rate uplift and prompting 1,694 incremental orders. The test equated to a projected return on investment (ROI) of 10.4X.
The huge success of introducing social proof messaging in the initial Fifty pilot led Tendam to sign a two-year contract to continue its use at Fifty, as well as to roll it out to three other brands in its portfolio. It will now introduce social proof messaging to its underwear brand Women’secret, which has more than 700 points of sale in around 74 countries; womenswear and menswear brand Cortefiel, which has around 249 points of sale in more than 40 countries; and urban brand Springfield, which is present in more than 60 countries with more than 740 points of sale.
Peter Buckley, Chief Revenue Officer at Taggstar, said: “It’s not unusual for larger groups to test social proof messaging on a small scale initially, but, like Tendam, once they witness such success, they look to introduce the conversion rate booster to other brands in their portfolio too.
“Tendam marks our first Spanish-headquartered customer as we continue to broaden our presence in brands across Europe, and we are pleased to be helping them drive more sales.”
