Case Study: Chantelle Lingerie achieves five‑fold increase in measured online marketing ROI with Google Cloud Platform

CL (Chantelle Lingerie) Revealing the true ROI of online marketing

Founded in 1876, CL (Chantelle Lingerie) is a €400M international lingerie group operating eight brands across 10,000 sales outlets and 400 stores. Because most revenue comes from physical stores and online behavior and in‑store purchases were tracked separately, the company couldn’t accurately attribute offline sales to digital marketing and was underestimating online ROI.

CL implemented the OWOX BI Pipeline with Google BigQuery to unify online sessions and offline orders using loyalty‑card-based user IDs, then visualised results in Sheets and Data Studio. The integrated data revealed online marketing influences roughly 25–40% of revenue and showed ROI from digital channels is about five times higher than previously estimated; it also enabled better personalization and reduced wasted spend by stopping retargeting to customers who had already purchased.

Chantelle Lingerie

Christophe Lemaire

VP of e-marketing