Veronica Beard unites data and marketing to drive personalized shopping experiences and a 20% lift in incremental email revenue

Overview

• Challenge: As Veronica Beard expanded, efficient growth became a top priority. The team knew that converting more first-time buyers into lifelong loyal customers was critical to long-term success, but their legacy customer data platform made it difficult to activate the rich customer insights already modeled in their existing Google Cloud infrastructure. Without easy access to behavioral data, the marketing team couldn’t deliver the personalization required to build loyalty and drive growth.
• Solution: Veronica Beard’s lean, five-person data team needed a solution that could scale alongside the business without adding complexity. They turned to Hightouch’s Composable CDP to unlock their data in GCP and power personalized marketing at scale. In just three months, the team fully migrated from traditional CDP to Hightouch.
• Results: With Hightouch’s Composable CDP in place, Veronica Beard is scaling personalized marketing across both lifecycle and paid channels. The marketing team now builds and activates affinity-based segments, powering more relevant emails and ads that reflect each customer’s unique style. These new capabilities have driven a 20% lift in incremental email revenue, turning personalization into a repeatable growth engine and strengthening the alignment between data and marketing.

Challenge

Veronica Beard’s explosive growth created new business challenges. In luxury retail, a significant portion of revenue comes from a small base of loyal customers, making relevance essential. In this space, customers don’t just want to shop—they expect the brand to anticipate their needs.

Veronica Beard found that once a customer made a second purchase, their likelihood to continue buying increased significantly, making that moment a critical milestone in the customer journey. The team also knew that deeper personalization was key to driving this behavior and building long-term loyalty.

Evaluation

Since the company’s inception, Veronica Beard has deliberately invested in building a scalable, future-proof data infrastructure. Veronica Beard operates with a remarkably lean and efficient five-person data team. Every technology they adopt needs to plug seamlessly into their existing infrastructure to prioritize scalability, minimize tech debt, and power growth.

Originally, Veronica Beard relied on a traditional CDP, but as the business grew, the cracks began to show. Rigid schemas forced them to conform to a structure that couldn’t adapt to their retail-specific use cases, while the black-box identity resolution process led to customer profile errors they couldn’t easily fix or diagnose. To make matters worse, the previous CDP didn’t house all of Veronica Beard’s data, which made it nearly impossible to maintain a consistent, unified view of their customers where they could seamlessly integrate and use all of their product data alongside their customer data.

Solution

Veronica Beard selected Hightouch to create a flexible, transparent, and Composable CDP that took advantage of the data living inside their existing data platform, Google BigQuery. They migrated all event tracking and data activation use cases from their previous CDP to Hightouch in just 90 days. This shift gave them full control over their identity resolution process and unlocked richer audience activation

Outcomes

Optimizing paid media targeting and spend

For Veronica Beard, paid media is critical for growth and brand visibility. With new collections launching throughout the year and customers weighing high-consideration purchases across online and offline channels, staying top-of-mind is essential. But in retail, it's easy to waste budget: targeting customers who just purchased, misaligning messaging with product drops, or oversaturating audiences. For a premium brand like Veronica Beard, inefficient ads don't just waste spend—they risk eroding the company’s carefully curated brand experience.

With Hightouch Customer Studio, the paid media team can self-serve and build dynamic audiences in minutes. They can create suppression lists to avoid retargeting recent buyers, build lookalike audiences from top spenders or high-value affinity groups (such as jacket or dress enthusiasts), and continuously refresh these audiences. This ensures ad dollars are spent efficiently—on the right customers, at the right moment—all while reinforcing Veronica Beard's elevated brand positioning.

Activating deeper personalization across lifecycle journeys

Email is one of Veronica Beard’s most powerful growth levers. As an owned channel, it enables them to engage directly with customers at no incremental cost, critical in retail where brand loyalty is essential for long-term profitability. The team focuses heavily on driving one key milestone: the second purchase.

Today, Veronica Beard powers a wide range of automated lifecycle flows in Klaviyo, including abandoned cart reminders, post-purchase follow-ups, one-time buyer journeys, and back-in-stock notifications. Hightouch collects a number of offline events and a number of custom online events directly from the website, which are then synced into BigQuery.

Besides automated flows, the marketing team sends dozens of campaign emails monthly. For key moments—like new collection launches or monthly bestsellers—they personalize messaging based on customer affinity clusters created by the data team. These clusters segment customers into four behavioral groups such as:

• Jacket Shoppers
• Dress Shoppers
• Casual Shoppers (everyday staples like jeans and t-shirts)
• Full-Look Shoppers (customers who purchase across multiple categories)

Because Hightouch works directly from Google BigQuery, marketers can directly create campaigns using all of these data science models for customer affinity. This level of customization wasn’t possible with previous CDP because it was too rigid to leverage the predictive data science work in BigQuery. These strategies have resulted in a highly personalized customer experience and a 20% lift in incremental revenue from email.

Connecting teams through a unified data foundation

With Hightouch, Veronica Beard’s data platform is no longer just a repository for reporting—it’s an operational engine that empowers every team to actually use data to drive outcomes that move the needle across departments:

• Marketing is independently building and activating dynamic audiences to drive deeper personalization across campaigns.
• Operations are automatically detecting data quality issues and routing them directly to business stakeholders for faster resolution.
• Systems across finance and retail are receiving more detailed and accurate data via improved data flow and efficiency.
• Partnerships are automating the delivery of sales and inventory data to external vendors, eliminating manual work, and speeding up collaboration. Leveraging Hightouch’s encryption feature allows Veronica Beard to securely share this data with partners.

What’s next

Veronica Beard is continuing to invest in building out more personalized customer experiences, and the company is expanding into AI Decisioning with Hightouch to power 1:1 shopping experiences for every customer across every marketing channel.