Founded in 1987, State of Art is a Dutch menswear brand with a long history of craftsmanship and quality. With 41 own-brand stores and more than 500 wholesale partners, the brand operates in a complex omnichannel reality - while serving a loyal customer base that values consistency, personal service, and trust. As the business evolved, State of Art faced a familiar challenge for established retail brands: how to modernize customer engagement without losing what makes the brand recognizable.
For many years, customer activation followed a familiar pattern. A few campaigns per year, often built around fixed-value discounts, delivered short-term sales but did little to strengthen long-term relationships.
At the same time, customer interactions were spread across stores, e-commerce, and marketing channels. Gaining a clear, unified view of the customer – and acting on it – became increasingly difficult.
State of Art wanted to move away from one-off incentives and instead build lasting relevance, based on understanding customers and rewarding loyalty in a way that felt authentic to the brand.
Together with Voyado, State of Art introduced a loyalty strategy designed around recognition rather than discounting.
Customers are grouped into Bronze, Silver, and Gold levels and earn points over time. Instead of continuous promotions, points are redeemed during clearly defined loyalty periods, creating moments of anticipation and appreciation rather than constant price pressure.
This approach allowed State of Art to maintain its premium positioning while still giving loyal customers a strong reason to return.
Roel van der Lende, E-commerce Manager at State of Art
One of the most visible shifts came in how State of Art approached seasonality.
Months that were traditionally quieter — such as March and September — became focal points for loyalty activations. By aligning point redemption, gift vouchers, and communication across channels, these periods turned into genuine sales drivers.
“March and September used to be quiet months for us. With loyalty activations, those moments have become real sales peaks.” — State of Art
Instead of relying solely on traditional sales periods, State of Art now actively shapes customer behaviour throughout the year.
For State of Art’s audience, digital alone is not enough. Many customers still value tangible communication and in-store experiences.
Voyado made it possible to combine physical touchpoints — such as seasonal magazines and direct mail — with digital orchestration and measurement. Print is no longer a standalone effort, but part of a coordinated customer journey supported by data.
Throughout the collaboration, State of Art valued Voyado’s pragmatic, step-by-step approach. New initiatives were tested carefully, optimised over time, and aligned with operational realities in stores and marketing teams.
“Voyado gives us overview. We finally see the customer journey across stores and online in one place.” — State of Art
Today, Voyado plays a central role in how State of Art plans loyalty, communication, and customer engagement: supporting growth while staying true to a brand nearly 40 years in the making.
Roel van der Lende, E-commerce Manager at State of Art
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