Case Study: LensOnline Achieves a 360° Customer View with The Reference and Twilio Segment

LensOnline reduces marketing spend by 15% with The Reference

LensOnline, an international omnichannel retailer of contact lenses and eye care solutions, faced the challenge of modernizing its enterprise architecture to support rapid business growth. Their goals were to enable data-driven marketing, boost their customer-first vision, and establish efficient data pipelines with minimal internal IT requirements. To address this, LensOnline partnered with The Reference, who recommended and implemented Twilio Segment as a Customer Data Platform alongside Google BigQuery.

The solution implemented by The Reference involved building a composable data ecosystem using Segment to orchestrate data pipelines and unify online and offline customer data. This integration allowed LensOnline to create a 360-degree customer view, build targeted audiences for personalized campaigns, and make data accessible via PowerBI reports. The results included a 15% reduction in marketing spend and contributing to a global growth of over 10% in 2023.

LensOnline