Case Study: Tea Forté achieves 25% increase in customer lifetime value with Optimizely Data Platform

Tea Forte increases customer lifetime value by 25%

Tea Forté, a global luxury tea brand sold in more than 35 countries, struggled with fragmented systems and a legacy email provider that only supported basic batch-and-blast campaigns. Disconnected data sources prevented personalized triggered messaging, made campaign performance hard to measure, and left the team over-investing without clear customer insights.

By adopting Optimizely Data Platform, Tea Forté centralized customer, order, and product data into a single real-time view, enabling predictive segmentation, automated behavioral email series (welcome, cart-abandon, post-purchase), and synced audience targeting with Facebook. The change simplified reporting and reduced reliance on manual SQL queries, delivering a 20x return on spend in under a year and a 25% increase in average customer lifetime value, with plans to extend the platform to retail POS data.

Tea Forte

Jurgen Nebelung

Vice President of Ecommerce and Digital