The Stone

With over 50 The Stone clothing stores and a successful webshop, The Stone is one of the largest multibrand retailers in the Netherlands. The Stone started 25 years ago with a store in Delft and is still as progressive and ambitious as ever. The stores of The Stone are characterized by a wide range of women’s and men’s clothing with more than 40 brands such as Airforce, PME Legend, Geisha and My Jewellery.

Challenge

In 2015, The Stone had over 35 stores and a web shop. Customers were registered but not recognized omnichannel which led to great frustration. Newsletters were sent as a bulk to the entire customer base, keeping the average opening rate low. Also, ‘offline’ newsletter results were not insightful.

Why tritonX

The Stone was one of the first fashion retailers to switch to tritonX’s capabilities in 2016. It immediately solved many customer data-related issues. Data, analysis and segmentation could be controlled across channels, physical and/or online, omnichannel. This provided immediate added value in terms of conversion and time spent, among other things.

E-mail marketing

Whereas previously bulk newsletters were sent to the entire customer base, from 2016 The Stone was able to start working with segmented newsletters and automated triggers. By segmenting by purchase history by brand, (in-)activity, location and RFM status, among others, the newsletters’ opening rate and conversion rate increased significantly.

In addition to segmented bulk newsletters, The Stone also set up several automated email flows using the trigger feature in tritonX, to include a birthday flow and an RFM re-activation flow.

The features within tritonX not only allow The Stone to send more targeted and personalized mail, but also to run better analytics. For example, which target audience opens and clicks best? Measuring offline purchases after sending a newsletter has also become possible, offering better insight on the overall results of email marketing.

One central customer profile

Anno 2022, tritonX still collects customer information from physical and online touchpoints and structures it in the cloud. Copernica ESP software, Belco customer service software and Squeezely (personalization applications) consult tritonX in real time, so consumer data is always up to date.

Loyalty

Within the strategic partnership, The Stone provides input to product development, which is partly how Loyalty 3.0 was created. Where applying gamification within The Stone’s loyalty program showed a direct (significant) increase in customer loyalty.

Cooperation partners

In order to optimally apply tritonX, cooperation takes place with partners.
The partners involved in this case are: