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Case Study

Creating personalized experiences for customers:

How Omnilux applied data-driven insights to increase revenue growth by 91%

Everyman Hero Image. Man Wearing a sturdy bag with a bicycle

Snapshot

Industry: Skincare

Omnilux champions one key goal: to create effective and innovative treatments that help customers feel more confident in their own skin.

By developing medical-grade LED light therapy devices, they believe that everyone deserves access to professional-quality skincare solutions through at-home devices or at one of their many global skin clinic partners.

Amidst a phase of high growth, our team was approached to help develop their communications and personalize messaging for each targeted segment. While their products are world-class, the purchasing decision is highly involved, making it difficult for consumers to convert unless properly educated and nurtured.

With this in mind, we crafted hyper-personalized digital strategies to guide customers through the extensive research required for a highly involved purchasing decision. By creating dynamic content focused on nurturing and supporting the customer, we helped Omnilux enhance customer engagement, increase conversions, and strengthen brand loyalty.

The results

Omnilux was able to shine even brighter in the eyes of its market, with more returning customers, an increase in brand loyalty, and higher average order value (AOV).

2x
Growth in annual flow revenue
113%
Growth in annual campaign revenue
7.47x
Increase in revenue from SMS integration

Spotlighting products and understanding the customer

Growth was coming in fast for Omnilux, and although new products were on their way, the brand was struggling to personalize education pieces and nurture each of its customers. With flows lacking sophistication and personalization, no SMS strategy, and limited targeted messaging, the Growth Gurus were enlisted to help nurture Omnilux’s customers and increase conversion rates.

Our vision

We approached this by overhauling their flows and campaigns to build strong foundational pieces, including dynamic copy to create hyper-personalized communications that directly relate to each customer's needs and concerns.

Building a foundation

Before our project commenced, we begun our detailed onboarding process, venturing to capture Omnilux's key vision and aspirations.

We grasped a deep understanding of the ins and outs of their brand: The science behind the product, their manufacturing process, and brand development. Knowing these key components created a more comprehensive view for our team to approach content that connects with the brand’s aspirations.

From this, our team developed an email essentials template to match the design of their newly re-developed website, which laid the groundwork for our strategists to construct new foundational email flows. Our approach featured dynamic copy, well-thought-out conditional splits, and segmentation, ensuring each message was tailored to resonate with the right customer at the right time.

Email essentials template

Banner image & title

Value proposition icons

Product highlights

Featured in

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Awards section

Instagram section

Review section

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Communicating with the right people

To help expand on Omnilux’s customer journey in Klaviyo, our team’s first course of action was identifying which messages would resonate with which segments of people. By implementing data collection strategies, we could better match each product in Omnilux’s portfolio to the right customer, identifying key focuses from each group to foster loyalty across a range of interests. 



Once we collected the data, we could develop dynamic content to craft personalized email communications for Omnilux’s customers based on their purchase history, demographics, and brand loyalty.

Omnilux Contour

James Portrait

Primarily marketed towards women, we developed dynamic copy modules emphasizing the product's benefits for female skincare routines, enhancing the personal connection with the brand.

Omnilux 
Clear

Jack Portrait

Targeting a younger, teenage/young adult demographic battling acne, featuring content focused on acne treatment and skincare tips, making the information highly relevant and engaging for this group.

Omnilux 
Mens

Jason Portrait

With the survey identifying men having an increased interest in skincare within modern shopping trends, we were able to focus this product for male users, utilizing influencers, male-specific education, and copy changes allowed us to resonate with male consumers.

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Education as a marketing tool

With these key target markets in mind, we began developing hyper-personalized, distinctive education pieces to integrate into Omnilux’s communications, allowing customers to relate to the content more deeply creating more spirited brand loyalty for each distinctive group.

Connecting post-purchase communications with unique customer behaviors was crucial to achieving sustainable growth for the brand. Omnilux knew that their products were of premier quality and could deliver amazing results when utilized properly. Thus, reducing the return rate of the products through educational post-purchase communications was top of mind, helping guide our nurturing strategy.

Through a detailed, week-by-week educational flow, customers felt more connected to their skincare journey and confidently integrated their new devices into their everyday routine.

Customer personas, man using a quality cushion

Synergizing success with key collaborations

“Omnilux is a prime example of the importance of continually nurturing your customer base. Through a robust post-purchase journey—regularly checking in with customers to ensure they’re using the device correctly, capturing feedback, and providing social proof and motivation—Omnilux effectively turns customers into brand advocates. This post-purchase nurturing is one of the most effective ways to grow your customer base.”

Olivia Grant
Growth and Partnerships Director,
Growth Gurus

Targeted videos

Customers that purchased the Contour product would receive communications talking them step-by-step through the journey of getting the most out of their device.

Relevant information

However, if they’ve also purchased a Glove, or Décolleté device, they’ll receive additional information on these products for more holistic and relevant messages.

Targeted videos

Customers that purchased the Contour product would receive communications talking them step-by-step through the journey of getting the most out of their device.

Relevant information

However, if they’ve also purchased a Glove, or Décolleté device, they’ll receive additional information on these products for more holistic and relevant messages.

Capturing window shoppers to grow the subscriber list

As Omnilux's website traffic began to surge with new products on the way, we built Justuno-powered pop-ups, delivering targeted communications to potential customers based on their site visit behavior, even before they subscribed to emails. The impact was significant: Omnilux's email list grew by an impressive 607% during our input!

Omnilux email list grew by

6.1x

“Growth Gurus brings a unique set of expertise to eCommerce brands looking to drive top of funnel growth and really hone in on retention marketing -- specifically email & SMS. If you're a brand looking to level up your email & SMS efforts based on where a user falls in the customer lifecycle, the Growth Gurus are the perfect group to reach out to. Growth Gurus partners with Justuno to enhance list growth and onsite segmentation for their brands, tailoring the onsite experience from first visit through repeat purchases.

Through the power of the Justuno platform and the expertise of the Growth Gurus team, Omnilux saw top line list growth & revenue growth, reduced CAR, lower CAC, and higher conversion rates. The future is brighter for any brands trusting this duo for on & off site personalization.”

Caleb Poley
Agency Partner Manager,
Justuno

Listening to wholesalers 
and building more relevant messaging

Alongside the D2C strategy, our team at Growth Gurus crafted a comprehensive plan for Omnilux's wholesale customers, focusing on gathering valuable insights from wholesalers and their customers. We developed a targeted survey using Okendo to collect detailed customer data for future marketing communications. This survey was seamlessly integrated into Klaviyo, ensuring it reached wholesalers at the most opportune moments in their customer journey.

“For many brands that we work with, like Omnilux, wholesale is a significant component of their business. Although this audience often doesn’t require the level of complexity for their communication strategy that the D2C audience does, there is still tremendous value in having a robust foundation for automations and ongoing communication to keep your brand top of mind, and provide them with the resources they need. It’s also important to continue checking in and learning what’s working and not working in the wholesale space. Through a bespoke review request strategy with micro-surveys with Okendo, we’ve been able to collect valuable insights from the wholesale segment to strengthen this aspect of the business.”

Olivia Grant
Growth & Partnerships Director,
Growth Gurus

We strategically mapped out a complex journey to avoid overwhelming recipients, timing the survey prompts to maximize response rates. This approach allowed us to gather crucial feedback and reviews through Okendo's tools, enabling us to continually refine and enhance Omnilux's communications and personalization strategies for greater impact and customer satisfaction.

Utilizing AI integrations
for increased value capture

As Omnilux's website traffic began to surge with new products on the way, we built Justuno-powered pop-ups, delivering targeted communications to potential customers based on their site visit behavior, even before they subscribed to emails. The impact was significant: Omnilux's email list grew by an impressive 6.1 times during our input!

“We have had an awesome experience working with 
the Growth Gurus team. They are thoughtful and quick 
to offer support. Through our collaborative partnership with Growth Gurus, our teams will continue to bring partners personalized solutions and outstanding results.”

Jaclyn Kutnick,
Manager of Mid-Market Sales,
BlackCrowAI

30%

Increase to Omnilux 
‘Abandoned cart flow’

8%

Increase to ‘Added to cart’ flow within a month

8%

Increase to ‘Browse’
flow within a month

Working collaboratively for sustainable growth

"Thank you so much... you're a great team! We've enjoyed working with you!"

Layne Ergas
CMO, Omnilux

“The depth of knowledge their team had about the product, the science behind LED and skincare, their suite of resources, and clinical papers added value and validity to the product. Their positive attitude towards trying new things and their openness to exploring different strategies were essential to our combined success. The collaborative spirit felt like we were really an extension of their team.”

Emily Graham
Content Strategist, Growth Gurus

“Working with Omnilux to execute a personalized marketing strategy has been a fantastic experience. By making each customer feel seen and valued, we are able to deepen engagement and build stronger connections. It's been rewarding to see the positive impact on both the brand and its consumers.”

Travis Bonneteau
Strategy Director, Growth Gurus

“Growth Gurus harness advanced hyper-personalization tactics to achieve fantastic results for their clients. By designing and implementing comprehensive surveys for wholesalers, Growth Gurus tapped into Okendo’s robust data collection and analysis tools, gaining invaluable insights into Omnilux wholesalers' roles in the customer journey.

Okendo’s platform not only facilitates deep understanding through detailed feedback, but also enhances the ability to drive meaningful, data-driven solutions.”

Scott Goodman
Market Lead, Okendo

“Omnilux is the perfect example of the power of hyper-personalization and nurturing your customer base. Especially with products that naturally have a long lead to nurture time whether it’s due to the market or the cost of products, when you truly diving into understanding your customers and what they need to hear from you to make an informed and confident purchase decision, and then sending them on the relevant journey, you’re going to see results. Although building out this strategy can be time-intensive, the payoff with sustainable growth over time is well worth it.”

Olivia Grant
Growth & Partnerships Director, Growth Gurus

Our award winning approach

Our Black Friday Cyber Monday email campaign 
for Omnilux was a standout success, resulting in recognition as a winning campaign for The Netty Awards Best Seasonal Email Campaign 2024.

Our innovative approach, recognized by the prestigious Netty Awards, highlights our commitment to delivering exceptional digital experiences through effective personalized marketing strategies. The Netty Awards honor top leaders and companies making significant strides in the digital space across a range of industries, setting a benchmark for excellence.

Achieving excellence for Black Friday

Our award-winning campaign used AI-driven personalization and predictive analytics to craft messages uniquely tailored to each recipient. Each communication was meticulously segmented and timed, featuring personalized content like countdown timers, custom product recommendations, and exclusive discounts based on past interactions.

This strategy ensured personalized content reached customers at their most receptive moments, resulting in 77% of BFCM revenue attributed to email alone and record engagement rates for Omnilux.

Illuminating the 
customer experience

Our partnership with Omnilux transformed their customer journey through data-driven strategies that integrated individual skincare concerns, personal preferences, and behaviors across various channels.

We significantly enhanced customer engagement and satisfaction by leveraging technologies like BlackCrow AI 
for precise customer tracking, Okendo for insightful surveys, and Klaviyo for hyper-personalized email and SMS campaigns. This tailored approach drove a dramatic increase in email and SMS revenue and cemented Omnilux's high-value products as essentials for skincare aficionados; the brand is looking towards a shining future.

Want to read more about our work with the skincare and beauty space? Take a look at our showcase of work across a range of brands.

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