Case Study: Veronica Beard achieves 20% reduction in Customer Acquisition Cost and omnichannel experiences with Twilio Segment

Veronica Beard builds omnichannel experiences and decreases CAC by 20% with Segment

Veronica Beard, a New York–based lifestyle retail brand, accelerated its shift to direct-to-consumer e-commerce after stores closed in 2020 and needed a customer data platform to unify online and offline interactions and incoming touchpoint data. The challenge was to centralize widely dispersed data and deliver personalized, omnichannel experiences while improving paid channel performance and customer engagement.

Using Twilio Segment (Connections, Personas, Journeys) the team integrated its tech stack, built real-time, first-party audience segments for suppression and lookalike acquisition, and routed online and in-store events into unified profiles to orchestrate personalized journeys. The results: a 20% reduction in Facebook customer acquisition cost, an 11% increase in Facebook ROAS, Paid Social shifted from markdown-heavy to full-price-heavy while scaling spend, and a 25% increase in email ROI—plus improved cross-channel personalization and faster time-to-value.

Veronica Beard

Maxime Lagresle

eCommerce Analytics Manager