Case Study: ILE DE BEAUTE achieves unified omnichannel marketing analytics and ROPO-driven offline sales insights with OWOX

How is an omnichannel marketing analytics useful

ILE DE BEAUTE, the Sephora/LVMH chain with 127 stores and the online shop iledebeaute.ru, needed to quantify the ROPO (research online, purchase offline) effect and unify fragmented data across CRM, web analytics and multiple ad platforms. The team faced decisions about on‑premises vs cloud storage and selecting an ETL/automation tool, and engaged OWOX (OWOX BI) to design an omnichannel marketing analytics approach.

OWOX implemented a cloud‑based solution using Google Cloud Storage and BigQuery with OWOX BI Pipeline to automate data flows from Google Analytics 360, Google Ads, Yandex.Direct, CRM and other sources, and built reporting via Data Studio and OWOX BI attribution tools. The unified system allowed ILE DE BEAUTE to identify 3% of users (via User ID/loyalty card); among those, 31% made online purchases, 17% were ROPO buyers and 53% bought both online and offline, while enabling campaign‑level and category insights (e.g., high ROPO in anti‑aging facial care) to improve attribution and marketing planning.

ILE DE BEAUTE