Brand Collective lifts ROAS 220% and doubles new customer acquisition with Lexer CDP segmentation
Australia's multi-brand apparel and footwear group pivoted from brick-and-mortar to digital-first during COVID-19 using Lexer's customer data platform, achieving a 220% increase in ROAS, 2× new customer acquisition, and 5× revenue from paid channels.
Background
Brand Collective's traditional business model relied heavily on physical retail. When COVID-19 materially reduced in-store traffic, the company needed to drive online sales without a mature digital marketing infrastructure. The core problem was insufficient visibility into customer behavior across digital channels — without it, the brand could not prioritize spend, personalize messages, or identify the highest-value audiences for paid acquisition.
What Was Implemented
- Partnered with Lexer to deploy a customer data platform (CDP) that unified customer data across email, mobile, and paid search channels into real-time, enriched customer profiles
- Built targeted customer segments based on predicted lifetime value, profitability, and churn propensity using Lexer's predictive analytics and segmentation tools
- Launched personalized creative and messaging tailored to high-value audience segments identified by the CDP
- Activated omnichannel campaigns across paid social, email, and search using Lexer-built segments
Results
The Lexer CDP-powered segmentation initiative delivered strong, vendor-reported results. Brand Collective achieved a 220% increase in ROAS , doubled new customer acquisition , and saw 5× growth in revenue from paid channels . These figures are reported by Lexer as a vendor case study and have not been independently audited. No baseline figures (absolute ROAS values or prior acquisition numbers) were disclosed. The results were presented in the context of Brand Collective's pandemic-era pivot to digital-first commerce.
Lessons
- A unified CDP is a prerequisite for effective AI-driven segmentation; fragmented data prevents meaningful audience targeting
- Predictive segmentation by lifetime value and churn risk allows marketing spend to flow to the customers most likely to deliver durable returns
- Omnichannel activation against CDP-defined segments amplifies performance across paid, email, and mobile simultaneously
- Speed of data access matters: real-time customer profiles allowed Brand Collective to respond to rapidly shifting digital-first behaviors during COVID-19