Customer Story

How Glossier built a personal relationship with their customers across every touchpoint.

With Segment, Glossier now has a complete view of the customer journey across multiple domains.

The Challenge

By mid-2015, Glossier had rapidly growing online sales. However, their analytics stack hadn’t kept up with that growth. They were struggling to build a comprehensive marketing stack. It took too long to test, implement, and standardize the email, fraud detection, and analytics tools that the company needed to scale its customer interactions. Glossier was also hyper-focused on the complete customer experience and needed a way to analyze their customer interactions, not just on their sites, but also through payments, ads, and email campaigns.

The Solution

The Glossier team needed a way to collect behavioral data and send that data to all their marketing and analytics tools. After evaluating several options, they chose Segment as their customer data platform. Segment made it easy to collect customer events on both sites and provided an e-commerce tracking plan to help Glossier learn exactly what data was important to capture for retail businesses.

The Result

With Segment, Glossier has a complete view of their customer journey across both of their domains. They’ve been able to try out different marketing and analytics tools quickly and land on the marketing stack that works best for their team.

Industry:
E-commerce
Location:
New York, NY
Employees:
144
Based on anecdotal data, we had an idea that Into The Gloss was driving traffic to Glossier, but we were never really able to measure it. Worse, we didn’t have the data to know how to engage with our readers on Into The Gloss in a way that would encourage them to check out Glossier. Now that we have Cross-Domain Analytics, this information is easily accessible.
Bryan Mahoney, CTO
Based on anecdotal data, we had an idea that Into The Gloss was driving traffic to Glossier, but we were never really able to measure it. Worse, we didn’t have the data to know how to engage with our readers on Into The Gloss in a way that would encourage them to check out Glossier. Now that we have Cross-Domain Analytics, this information is easily accessible.
Bryan Mahoney, CTO
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