More than 25 years ago The Stone opened its first store in Delft. The Stone has now become one of the best known multibrand stores in the Netherlands with more than 50 stores and a webshop. With the choice of a convenient location in smaller towns or villages and a wide range of brands, The Stone brings a real city store to customers. In addition, the launch of The Stone webshop has further strengthened this service. Customers throughout the Netherlands are now provided 24/7 with the latest collections of women’s and men’s clothing from the well-known brands. With the addition of the webshop, The Stone is no longer a multichannel retailer, instead it is an organization with a real omnichannel architecture. Big data plays a very important role in the strategy.
Customer segments through the use of big data
Big data is very important in the omnichannel architecture because the customer is central here. Big data is used via tritonX to create a 360-degree customer profile. “We chose to work with tritonX as a Customer Data Platform (CDP) with the idea that we had to work with target group segmentation.” Creating segments in a customer database helps retailers to stay more relevant for the customer, for example in e-mail marketing with newsletters. Segments can be defined on the basis of all kinds of characteristics such as personal characteristics but also purchase history. “We make segments based on the customer’s purchase history. In this way we are always relevant based on the customer’s latest purchases.” When creating segments, The Stone first looked at which brands are often bought together. A segment is then created using this data and then a targeted mailing is sent to this customer segment. The segment can then be specified further based on the turnover achieved with this mailing. “In principle, we create personas of our customers in order to be relevant for a certain type of customer.” It was therefore decided to not create segments based only on gender, because, for example, many women also buy clothing for their husbands.”
Relevant mailings with segmentation
Based on the omnichannel architecture of The Stone, tritonX is linked to newsletter software Copernica to be able to approach customers with personalized mails based on customer data. “We also work with Shoppingminds, a Data Management Platform (DMP), which made the link with Copernica more obvious.” The purpose of the personalized mailings is to increase customer conversion and loyalty. The most active customers are mailed extra so that they feel that extra attention is paid to them. In addition, all customers are mailed per segment with a new collection. “The targeted mailings work very well. We can see that it actually generates more revenue.”
At the moment, The Stone is experimenting a lot with different segmentations and the newsletter. It is not only possible to test whether segments yield good results, but also the content of the newsletter for a certain segment can be tested. This is done through AB tests, where the normal newsletter and the new alternative are randomly sent to a customer segment. “We test with the AB tests whether the content of the newsletter works well with a segment. For example, we can use this to test whether we have to show certain products or articles in a specific size.” In addition to targeted mailings to the customer, it is also possible in this way to address a problem such as too many returns.
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