How luxury retailer LUISAVIAROMA’s data unification strategy boosted ROAS on Meta and led to process efficiency gains
Time to read: 6 minutes
Challenge
LUISAVIAROMA faced a challenge common in luxury retail - fragmented customer data spread across multiple channels, from web and mobile to social media. Without a unified view of customer behaviour, their marketing and customer service teams struggled to deliver personalised experiences at scale. Inefficiencies in data management led to longer response times, less effective campaigns, and missed opportunities for meaningful engagement.
Solution
To address this, LUISAVIAROMA implemented Twilio Segment, enabling them to unify customer data, leverage real-time insights, and activate predictive tools for more precise targeting. By streamlining data across all touchpoints, they enhanced personalisation, optimised campaign performance, and improved operational efficiency. "Twilio Segment has been instrumental in allowing us to fully understand our customers, anticipate their needs, and deliver exactly what they want when they want it. Our marketing efforts have become more precise, personalised, and efficient. The results speak for themselves,” said Giacomo Vannucchi, Head of Data at LUISAVIAROMA. In an industry where personalisation defines success, LUISAVIAROMA now delivers a seamless, data-driven customer experience - setting a new standard in luxury retail.
"Twilio Segment has been instrumental in allowing us to fully understand our customers, anticipate their needs, and deliver exactly what they want when they want it. Our marketing efforts have become more precise, personalised, and efficient. The results speak for themselves.”
Table of Contents
Evolving with modern data to stay competitive in luxury retail
Challenges in luxury retail: fragmented data, operational bottlenecks, and missed ROI on spend
Prioritising data unification to fuel business growth and customer loyalty
Driving retail results: Increased ROAS, streamlined operations, and personalisation at scale
Future-focused retail and leveraging contextual data and automation for a seamless, smarter customer experience
Evolving with modern data to stay competitive in luxury retail
LUISAVIAROMA’s mission is clear: they believe that customers are not simply purchasing products, but seeking an exceptional experience that aligns with the luxury and exclusivity of the brands they carry. In a competitive market where high-touch, seamless, and personalised interactions are the expectation, staying ahead isn’t optional.
With decades of legacy behind them, LUISAVIAROMA knows that evolving with the times is key. Today’s customers expect real-time engagement and tailored experiences, and failing to meet those expectations means losing both loyalty and market share. Digital transformation isn’t just about keeping up - it’s about leading. By leveraging data, they can craft shopping journeys that not only meet but exceed customer expectations. Not doing so could risk alienating a customer base that is increasingly accustomed to the instant, bespoke experiences facilitated by cutting-edge technologies. Giacomo Vannucchi, Head of Data at LUISAVIAROMA, explains: "In the retail space, every interaction is an opportunity. Our challenge was delivering the right message to the right customer at the right time while managing data from multiple sources and touchpoints."
However, the company’s marketing and CRM teams were dealing with fragmented data and manual processes, which made it difficult to create a single view of the customer. This resulted in missed opportunities to engage customers in real-time, and inefficient workflows that drained both engineering and CRM resources.
Challenges in luxury retail: fragmented data, operational bottlenecks, and missed ROI on spend
Before implementing Twilio Segment, LUISAVIAROMA faced significant challenges with fragmented customer data spread across multiple platforms, including Google Analytics, Facebook Pixel, and their CRM system. This disjointed data created silos, preventing the marketing and customer service teams from accessing a unified view of each customer, which hindered their ability to deliver personalised experiences. As a result, marketing campaigns lacked precision, reducing their effectiveness in driving conversions and revenue. Without tailored outreach, they risked missing key engagement opportunities, making it harder to achieve their business priorities of increasing customer retention and maximising lifetime value.
Additionally, LUISAVIAROMA's CRM team was burdened with managing manual data extractions. The time-consuming nature of routine tasks, such as setup, updates, and maintenance, drained valuable resources and reduced the company's ability to scale effectively. This inefficiency not only impacted operational agility but also delayed key projects and slowed down the adoption of innovative marketing strategies. In an industry where speed is critical to seising seasonal opportunities and staying ahead of competitors, these inefficiencies hindered their ability to respond quickly to changing market conditions.
"Our systems were not talking to each other. This fragmentation made it hard to provide the personalised experiences our customers expect, and our teams were bogged down by manual processes."
These challenges posed a serious risk to LUISAVIAROMA’s business priorities - personalising customer experiences, scaling operations, improving customer satisfaction, and increasing revenue. The need for a solution that could unify and streamline data, automate processes, and enable more agile decision-making became critical to their success.
Prioritising data unification to fuel business growth and customer loyalty
To address the challenges of fragmented data and deliver a seamless, personalised luxury shopping experience, LUISAVIAROMA turned to Twilio Segment’s Customer Data Platform (CDP). With customer data being leveraged across multiple touchpoints - website, app, social media, CRM - and from LUISAVIAROMA’s data warehouse - it was essential to create a unified, real-time view of each shopper.
Segment's Profile Sync and Identity Resolution features allowed LUISAVIAROMA to consolidate data from these various sources into comprehensive, actionable customer profiles. This enabled the brand to automate personalised marketing campaigns at scale, using Journeys to create dynamic, targeted customer experiences across all channels. By integrating Predictions powered by AI, LUISAVIAROMA could proactively anticipate customer needs and serve relevant offers at the right moments.
The integration with Audiences further optimised customer segmentation, allowing for more precise targeting and higher engagement. Segment’s ability to unify data and automate personalisation helped LUISAVIAROMA provide the luxury experience their customers expect, overcoming previous pain points around data silos and inefficient marketing efforts.
"Segment allows us to automate data flows and create meaningful, actionable customer profiles, all in real-time."
Driving retail results: Increased ROAS, streamlined operations, and personalisation at scale
The transformation was immediate and impactful, thanks to Twilio Segment’s suite of tools that enabled LUISAVIAROMA to integrate real-time data across all touchpoints. By using Audiences to create targeted customer segments and Journeys to deliver personalised campaigns, they saw a significant improvement in Return on Ad Spend (ROAS) on paid social ads, as their marketing efforts became more precise and data-driven. The implementation of Profile Sync and Journeys also streamlined workflows, saving engineering team resources by automating data processes that were previously manual. Additionally, Segment’s real-time data integration reduced the time spent by the CRM team on data management, freeing time for strategic initiatives. Identity Resolution played a key role in reducing Customer Acquisition Costs (CAC) by ensuring accurate and seamless customer data across platforms, which improved targeting and marketing spend efficiency. As a result, these efficiencies not only reduced costs but also contributed to an increase in Customer Lifetime Value (CLV), as more personalised and timely customer communication fostered stronger engagement and loyalty.
Twilio Segment helped LUISAVIAROMA build a deeper connection with their customers through data-driven personalisation by leveraging several key tools within the platform. For example, Segment’s Profile Sync and Journeys features enabled the company to target customers likely to churn by sending tailored emails and push notifications through the abandoned browse Journey use case, helping drive recovery and engagement. Additionally, Segment's real-time data capabilities powered personalised promotions, such as exclusive early Black Friday access, by using behavioural data from multiple sources to create a seamless real-time omnichannel experience. Through integration with advertising platforms like Facebook CAPI and Google Ads, LUISAVIAROMA was able to send high-quality first-party data with zero-code integration, ensuring privacy compliance with Protocols while enhancing their marketing precision. Identity Resolution allowed the company to merge and maintain a consistent view of each customer across multiple touchpoints, enhancing personalisation efforts. Furthermore, Reverse ETLs allowed the company to send enriched data from their data warehouse to Segment, which then integrated with customer service platforms like ZenDesk, messaging tools like Airship, Dynamic Yield, and other marketing platforms, enabling more informed and timely customer interactions.
Future-focused retail and leveraging contextual data and automation for a seamless, smarter customer experience
With Twilio Segment now firmly integrated into LUISAVIAROMA’s marketing ecosystem, the company plans to continue leveraging real-time data for growth. They aim to expand their personalised outreach to even more customer touchpoints, improving targeting accuracy and enhancing customer loyalty. Furthermore, by automating more workflows, they expect to free up valuable resources, allowing their teams to focus on innovation and customer experience. As Giacomo Vannucchi puts it, "Twilio Segment is not just a tool; it’s a strategic partner that empowers us to meet our customers' needs in a way that feels both authentic and luxurious."
For retailers looking to elevate their customer experience and streamline data management, implementing a Customer Data Platform (CDP) like Twilio Segment can be a game-changer. Segment’s suite of tools enables brands to unify data from various touchpoints, creating a single, cohesive 360 view of each customer. This empowers marketing teams to deliver highly personalised, timely interactions that drive engagement and boost conversions. With capabilities like real-time data integration, automated workflows, and AI-powered insights, Segment enables retailers to optimise their marketing efforts, reduce manual processes, and unlock the full potential of their data. Retailers who invest in a robust CDP can expect enhanced customer loyalty, reduced acquisition costs, and more effective, data-driven decision-making. If you're in the market for a solution that can transform how you interact with customers, Segment offers a scalable, future-proof toolset that can adapt to the evolving demands of the retail landscape.
