Case Study: Dollar Shave Club eliminates its data bottleneck and boosts marketing ROI with Looker

Dollar Shave Club Gets an Edge with Looker

Dollar Shave Club, the viral 2014 e‑commerce upstart, was drowning in data but stuck behind a reporting bottleneck: a few people handled all queries, reports took days or weeks to produce, and the team lacked ETL resources to self‑serve analytics. That limited their ability to test email campaigns, validate new features in real time, and target costly marketing programs while competing with established retail giants.

By adopting Looker (implemented in about two weeks with models ready in another two), Dollar Shave Club empowered data analysts — not just engineers — to build models and give nearly half of its 70 employees regular access to reports (more than 40% receive daily Looker emails). The result: faster feature validation, A/B testing of emails, proactive customer‑service resourcing, and smarter targeting of product samples (shifting sampling to Shave Butter buyers produced a 100% ROI), streamlining processes and reducing costs across the company.

Dollar Shave Club

Todd Lehr

VP Engineering