The Stone: from bulk mailing to omnichannel customer management
With 60+ stores and a successful webshop, The Stone is one of the Netherlands' largest multibrand retailers. Starting in 1994 with a single store in Delft, and still innovative today. Since 2016, The Stone switched to tritonX as one of the first fashion retailers, building omnichannel customer recognition, segmented email marketing and one central customer profile.
Physical stores, Netherlands
Partner since, one of the first fashion retailers omnichannel
Brands in the assortment
The case
One customer profile across store and webshop, and mailing driven by behaviour.
The Stone replaced separate registration and bulk newsletters with omnichannel customer recognition and segmented, automated marketing based on real customer behaviour.
01 · Challenge
How do you recognise your customer across store and webshop, instead of mailing blindly?
In 2015, The Stone had over 35 stores and a webshop. Customers were registered, but not recognised omnichannel, which caused considerable frustration. Newsletters were sent in bulk to the entire customer base, keeping average open rates low. And the offline results of those newsletters were not transparent.
02 · Why tritonX
As one of the first fashion retailers, fully omnichannel.
In 2016, The Stone switched to tritonX as one of the first fashion retailers. This immediately resolved many customer data issues. Data, analysis and segmentation could now be managed omnichannel across all channels, physical and online. This delivered immediate value, including in conversion and time spent.
03 · EMAIL MARKETING
From one bulk mail to segmented flows that convert.
Whereas previously every newsletter was sent in bulk to the entire list, The Stone has worked with segmented newsletters and automated triggers since 2016. By segmenting on purchase history by brand, (in)activity, location and RFM status, open rates and conversion have increased significantly.
In addition to segmented newsletters, automated email flows run via the trigger function in tritonX, such as a birthday flow and an RFM reactivation flow. This means The Stone not only mails more targeted and personal, but can also analyse more sharply: which target audience opens and clicks best? Even offline purchases after a mailing are now measurable, providing a much more complete picture of email marketing return.
04 · ONE CENTRAL CUSTOMER PROFILE
All touchpoints access the same profile in real time.
tritonX collects customer information from physical and online touchpoints and structures it in the cloud. Copernica (ESP), Belco (customer service) and Squeezely (personalisation) access tritonX in real time, ensuring customer data is always up to date everywhere.
05 · LOYALTY
Part of the foundation of Loyalty 3.0.
As part of the strategic partnership, The Stone provides input to tritonX product development. The Stone was instrumental in launching Loyalty 3.0. The use of gamification in the loyalty programme resulted in a direct and significant increase in customer loyalty.
06 · THE ECOSYSTEM
tritonX as the hub, partners as specialists around it.
The following partners connect via tritonX to The Stone's architecture:
ERP ACA XPRT | Till LIV' |
Customer service Belco | E-commerce Dutchdrops |
Online marketing Multiply | Email / ESP Copernica |
Is your customer data already working across store and webshop?
Schedule a demo and see how a single unified customer profile plus segmented Big Data Marketing demonstrably increases your conversion and customer loyalty, both in-store and online.