Case Study: LensOnline achieves 15% lower marketing spend with Twilio Segment

How LensOnline refined market expansion with Twilio Segment, cutting marketing spend by 15%

LensOnline, the Benelux omnichannel contact lens and eye care provider, needed a more targeted way to expand beyond the Dutch market. Its broad, mass-market advertising approach was expensive and hard to scale, especially as it planned entry into more competitive markets like Germany. To solve this, LensOnline turned to Twilio Segment to unify customer data and replace its scattered, underused data stack with a 360-degree customer view.

Twilio Segment helped LensOnline connect online and offline data, enrich customer profiles, and activate more precise digital campaigns. As a result, LensOnline reduced marketing spend by 15% year over year while still achieving double-digit growth of more than 10% in 2023. With Twilio Segment, LensOnline also improved personalization, launched more targeted communications, and has not missed a monthly target since adopting the new data-driven approach.

LensOnline

Pascal Sabbe

CMO and CDO