Case Study: Rip Curl achieves a unified customer view and higher campaign revenue with Lexer

How Rip Curl boosts marketing performance

Rip Curl, the global surfwear brand, was struggling with disconnected, siloed customer data across websites, stores, customer service and even SearchGPS watch data, leaving them without a single customer view. To unify touchpoints and reduce irrelevant messaging, Rip Curl partnered with Lexer and implemented the Lexer Customer Data Platform (CDP).

Using the Lexer CDP as a single source of truth, Rip Curl consolidated nearly 100 customer attributes (including niche SearchGPS data) to enable advanced segmentation, personalised journeys and automated win‑back/suppression rules. With Lexer-powered segments and campaigns they achieved measurable lifts — a 28% increase in eDM opens and 16% higher clicks, 93% more revenue per campaign in August, a wetsuit campaign that drove 15x benchmark revenue, 117% year-over-year eDM growth, a global digital wetsuit rollout that sold out key sizes in three weeks, and a YouTube edit that reached 400k+ views — while reducing spam and ad waste.

Rip Curl

Sam Hopgood

Digital Marketing Manager