How Pura personalizes home fragrance experiences with Twilio Segment

Challenge

Pura, a smart home fragrance company with eCommerce and national retail distribution, needed a centralized solution to unify its fragmented first-party customer data—gathered from shopping, web behavior, app usage, and device connectivity—for more effective insights and operations.

Solution

By leveraging the Twilio Segment customer data platform (CDP), Pura streamlined data integration, enhanced customer insights, improved retention strategies, and optimized marketing spend.

Sensory overload: A vast and fragmented data landscape

Pura was sitting on a goldmine of first-party data—shopping behaviors, web activity, app usage, and even device connectivity. The problem? That data was scattered across multiple platforms, which made it hard to access, analyze, and use effectively.

Aly Zollinger, Sr. Lifecycle Marketing Manager of Pura Owner Engagement, explains why more data isn’t always the answer. “The fragmentation of data across multiple platforms and tools creates significant challenges in accessibility, clarity, and actionable insights, ultimately hindering the ability to enhance the customer experience,” she says.

With robust retail availability, customers can shop Pura products online with one email, sign up for the app with another, and purchase at a retail store—leaving Pura with a fragmented view of the same person resulting from a variety of touchpoints. “We have many cases where people are using different emails for those different purchases or accounts, which makes connecting that experience end to end very difficult,” Zollinger says.

Finally, with subscriptions being a major revenue driver, Pura needed to proactively reduce churn while personalizing recommendations across their growing list of 300+ fragrances. All while optimizing marketing spend. 

They needed a smarter, more centralized approach to data. Twilio Segment passed the sniff test, full-stop.

Pura delivers potent personalized engagement with Twilio Segment

According to Zollinger, Segment was the smart choice for a CDP partner: “It’s rare to find a tool that not only meets your needs but exceeds expectations—Segment has been instrumental in helping us unify our data and truly understand our customers,” she says.

With Twilio Segment, Pura turned a disparate data landscape into a personalization powerhouse. Here’s how.

• Unifying customer insight: With Segment, Pura connected data across platforms to build a complete, real-time view of every customer—whether they shop online, in-app, or in-store.

• Staying ahead of churn: Segment’s AI Predictions allow Pura to spot potential churn early and respond with timely, personalized messaging that keeps customers engaged.

• Personalizing scent discovery: Powered by Segment’s Recommendations, Pura can suggest the perfect fragrance for every customer—reducing drop-off and deepening emotional connection.
• Spending smarter, reaching better: With sharper targeting and cleaner data, Pura maximizes media spend—reaching new customers without oversaturating existing ones.

As with many fast-growing brands, Pura prioritized speed to impact. Tools like Segment made it possible to unlock advanced tactics without heavy data modeling—accelerating insight and action across teams.

Smarter marketing, better retention

By leveraging Twilio Segment’s CDP, Pura streamlined data integration, enhanced customer insights, improved retention strategies, and optimized marketing spend.

The impact is clear—Segment is helping Pura elevate how it connects with customers. With unified data and smarter tools, Pura can now:

• Check if a device is offline, detect any connectivity issues, and reach out with troubleshooting tips before frustration leads to churn.

• Send targeted in-app messages and emails with subscription-only perks. 

• Personalize fragrance suggestions based on past purchases, keeping customers excited about their subscription instead of pausing or canceling.

• Trigger personalized follow-ups to remind customers about their abandoned carts, nudging them to complete their purchase.

The sweet smell of personalization at scale

Pura didn’t just need another tool—they needed to transform how the company harnesses data and drives business success. Segment has been a pivotal solution, and an even more impactful partner.

With Segment, Pura has significantly improved retention, increased subscriptions, and streamlined marketing efficiency.

Pura and Segment—making life more pleasant and personalized.