Luisaviaroma enhances marketing precision, optimises ad spend with Twilio Segment

Luisaviaroma says that it has transformed its marketing strategy and customer engagement through Twilio Segment, achieving improvement in return on ad spend (ROAS) on Meta platforms while improving operational efficiency.

The fashion retailer faced the challenge of fragmented customer data spread across multiple touchpoints, including web, mobile, and social media. Without a unified view of customer behaviour, marketing campaigns lacked precision, driving up acquisition costs while limiting customer retention.

Additionally, manual CRM and engineering processes drained valuable resources, slowing down innovation and efficiency.

It implemented Twilio Segment’s Profile Sync and Identity Resolution features, integrating customer data across its ecosystem. This shift enabled real-time personalisation and predictive insights, ensuring more targeted marketing while freeing up resources for strategic growth.

Giacomo Vannucchi, Head of Data at Luisaviaroma, says: "Twilio Segment has been instrumental in allowing us to fully understand our customers, anticipate their needs, and deliver exactly what they want when they want it. Our marketing efforts have become more precise, personalised, and efficient. The results speak for themselves.” In an industry where personalisation defines success, Luisaviaroma now delivers a seamless, data driven customer experience setting a new standard in luxury retail.”

Sam Richardson, Executive Engagement Director at Twilio, says: “Luisaviaroma understands that staying ahead in luxury retail means embracing real-time insights to create personalised customer experiences. In today's competitive market, brands must move beyond traditional engagement and leverage data to drive loyalty.”

“Twilio Segment enables it to precisely target consumers, ensuring shopping journeys that not only meet but exceed expectations. As digital transformation reshapes retail, delivering seamless, data driven interactions is essential to retaining customers and setting new industry standards.”

2025 RTIH INNOVATION AWARDS

Digital transformation will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.