Case Study: 5.11, Inc. achieves new customer insights and $560K in sales with Lexer

5.11’s Post-Purchase Surveys Lead to New Customer Insights and Revenue Growth

5.11, Inc., a California-based maker of purpose-built technical apparel, footwear and gear for law enforcement, first responders and recreational enthusiasts, needed deeper, first‑party customer insights to power personalization and segmentation across diverse personas. To capture that feedback and encourage repeat purchases, 5.11, Inc. partnered with Lexer and used the Lexer Customer Data Platform and Secure Form Builder to run an automated post‑purchase survey program.

Using Lexer, 5.11, Inc. sent surveys 10 days after purchase, enriched responses into the Lexer CDP, and incentivized replies with coupons—delivering a 25% response rate (insights for 42,788 customers), a 94% email open rate, over 4,000 coupon redemptions that drove $560K in sales, and email conversions 111% higher than standard campaigns. Lexer’s tools provided actionable persona, satisfaction and channel data that 5.11, Inc. is using to refine segmentation, target promoters, suppress detractors and test subscription and retention initiatives.

5.11, Inc.

James Foster

Marketing Automation Manager