5 Examples of Successful Omnichannel Marketing

Section

Omnichannel marketing is a smart way to create better customer experiences and drive more revenue. But it’s not exactly simple to do. 

Too often, data silos prevent businesses from seeing how customers interact with them across channels and touchpoints – making it impossible to deliver a continuous experience.

The truth is, omnichannel marketing is only as effective as your business’s data infrastructure (and whether or not you have a holistic view of customer behavior). In this article, you’ll learn how five brands used Twilio Segment and Twilio Engage to execute stellar omnichannel marketing. 

1. Veronica Beard

Founded in 2010, Veronica Beard is a ready-to-wear women’s clothing retail brand. The company has an online store as well as multiple physical stores for in-person purchases. 

Veronica Beard needed a way to deliver a continuous experience to customers, whether they were shopping online or offline. So, they turned to omnichannel marketing. 

The brand centralized all the data from  customers’ online and offline interactions using Twilio Segment. Empowered by this consolidated, real-time data, Veronica Beard then created targeted audience segments (i.e. identifying high-value customers versus those with low signs of engagement). 

From there, Veronica Beard was able to execute real-time ad suppression for  customers who left a one-star review of their products. This way, Veronica Beard wouldn’t waste valuable ad spend on customers who weren’t interested in their products. 

Then, Veronica Beard created lookalike audiences in Facebook Ads based on their newly built customer profiles. A lookalike audience allows you to target people who are very similar to your existing customers, so you can improve your ad conversion rate. 

This data-driven and omnichannel marketing strategy lead to a 25% increase in email ROI and an 11% increase in ROAS from Facebook. 

Read more about how Veronica Beard used Twilio Segment to employ a successful omnichannel marketing strategy. 

2. Integra Beauty

Founded in 2016, Integra Beauty is an e-commerce accelerator for fashion, beauty, and lifestyle brands like L’ange Hair and Upness. 

L’ange Hair, Integra Beauty’s foremost brand, was struggling with omnichannel personalization (and they’re not alone, only 35% of companies surveyed said they were succeeding in this endeavor). 

So, L’ange Hair employed Twilio Segment to gather customer data from their owned and third-party digital channels. Next, they created unified user profiles, which allowed L’ange Hair to track and store customers’ behavior across multiple channels in real time. From there, they were able to boost customer engagement and efficiency by: 

1. Providing hyper-personalized product recommendations based on customers’ purchase histories and what stage they were at in the buyer journey. (Customers got product recommendations that matched their location, hair color, etc.)

2. Launching targeted marketing campaigns with personalized landing pages for different audience segments based on behavioral data. 

3. Implementing targeted messaging in their loyalty program. When a user earned or redeemed points, they immediately received a personalized email that told them how to reach the next tier to unlock more perks. 

Read more about how Integra Beauty used Twilio Segment to employ a successful omnichannel marketing strategy.

3. edX

edX is an online learning platform for more than 42 million students worldwide. 

However, the company was struggling to integrate its tech stack, which meant the engineering team was spending hours on sending data to their product marketing and analytics tools. 

To overcome this challenge, and work more efficiently, edX needed a system that could capture and consolidate data from multiple sources in real time – enter Twilio Segment. With Twilio Segment’s CDP, edX was able to centralize customer data across the entire buyer’s journey – from when a prospect interacts with an ad, to when they browse a course, or create a new account. 

From there, edX was able to make personalized course recommendations based on people’s ad interactions and course views – while saving countless engineering hours. 

Read more about how edX used Twilio Segment to employ a successful omnichannel marketing strategy.

4. Instacart

Instacart provides on-demand grocery delivery services, supporting more than 25,000 stores across the U.S. and Canada. 

As a large company with many customers, Instacart found it increasingly difficult to deliver hyper-personalized experiences. They were in need of a data-driven omnichannel marketing strategy. 

Instacart’s first step was creating a single source of truth for all customer data. They adopted Twilio Segment as their CDP to help aggregate data from first-party and third-party sources, including mobile applications and analytics tools. 

With a comprehensive data infrastructure, Instacart gained a clear understanding of the customer journey and attribution cycles. They could see how many times potential customers interacted with their brand before making a purchase rather than making generalized last-click attributions. 

These data insights helped the company implement omnichannel marketing strategies like: 

1. Tracking website interactions in real time and providing immediate customer support to unblock customers who get stuck when shopping online. 

2. Developing personalized in-app shopping experiences to help customers easily discover new products based on purchase history data and recommendations from retailers. 

Read more about how Instacart used Twilio Segment to employ a successful omnichannel marketing strategy.

5. Meredith Corporation

Founded in 1902, Meredith Corporation is a large-scale media and marketing services company with more than 30 brands curating content on topics like food, pop culture, and entertainment. 

The company was generating a ton of data from numerous sources, but they didn’t have the right data structure for omnichannel marketing. Twilio Segment helped Meredith create a standard data architecture to better understand readers’ preferences and personalize their experiences. 

Meredith used Segment to aggregate all of their customer data from interactions across their brands’ digital channels – including mobile apps, streaming services, and social media – in one central, accessible data platform. Having all of this data in one place helped Meredith seamlessly track customers’ behavioral patterns and trends across their entire business – their product and marketing teams could see brands readers interacted with frequently, how many brands every user had interacted with, and the types of content they preferred. 

With these insights, Meredith was able to:

1. Create comprehensive user profiles for different audience segments using Segment Profiles. 

2. Discover omnichannel customers who interacted with their brands across multiple channels. These are the most loyal readers that the company should invest in retaining.

3. Optimize cross-brand content recommendations, such as recommending similar stories to readers based on the type of content they’ve engaged with across different Meredith brands.  

Read more about how Meredith used Twilio Segment to employ a successful omnichannel marketing strategy.

Implement effective omnichannel marketing with Twilio Segment

As a customer data platform (CDP), Twilio Segment enables you to streamline all of your business and customer data so you can understand customers’ behaviors better and deliver personalized experiences – no matter how or where they interact with your brand.