Victoria Beckham
“Ometria gives us everything we need to take our customer journeys to the next level, all in one incredibly user-friendly package. It’s never been so easy to unearth and action insights from our customer data; not only do we better understand our customers, but we can also deliver experiences that truly reflect their preferences.”
— Lisa Nielsen
Senior Digital Marketing Manager
Increase in reactivated customers
Increase in repeat purchase rate
Increase in lead conversion
Established in 2008, Victoria Beckham is a British fashion house known for its refined, modern aesthetic. Founded by British designer Victoria Beckham, the brand has grown to a full ready-to-wear line, showcasing tailoring, clean silhouettes, and understated elegance. Customers are drawn to Beckham’s eponymous brand for its distinctive blend of her sophisticated signature style with everyday wardrobe staples, as well as its commitment to timeless design and meticulous quality.
Prior to Ometria, the brand primarily communicated with their base through twice-weekly broadcast emails. Like many growing businesses, their main focus was on customer acquisition, but over time it became clear that this alone wouldn’t support their long-term growth ambitions.
Recognizing this, Victoria Beckham decided to focus on fostering long-term loyalty by providing an exceptional customer experience. They knew that to do this, they needed to go beyond the basics and deliver a truly 360 CRM experience, making every touchpoint feel part of a cohesive journey—whether that be direct mail, email, SMS, paid social, or beyond.
This renewed direction coincided with a major opportunity: the release of the highly anticipated David Beckham Netflix documentary, in which Victoria Beckham featured prominently. This presented a unique moment to engage not only existing customers but also a wider, newly interested audience. To drive loyalty, the brand needed to ensure that these customers were welcomed into the world of Victoria Beckham with consistency and care, reflecting the brand’s luxury positioning.
Junior CRM Manager
“Being able to connect with customers across channels in a consistent, meaningful way is very important to us. With Ometria, we can create a seamless brand experience effortlessly, no matter where someone interacts with us—and that consistency has been key to building trust and loyalty.”
Seamless cross-channel orchestration
With Ometria’s cross-channel journey builder, orchestrating a seamless cross-channel CRM strategy was easy. From direct mail triggered by a customer’s first purchase and anniversary of first purchase, to perfectly timed nudges via SMS, to retargeting key segments on Facebook, each touchpoint is designed to feel seamless, relevant, and part of a carefully curated experience.
Next-gen personalization
Using Ometria’s AI-powered predictive insights and segmentation capabilities, the brand delivers personalized content based on browsing behavior, purchase history, and predicted reorder dates.
Customers likely to reorder soon receive timely emails with tailored product recommendations, while landing pages match their preferences for a seamless experience.
Segmentation has also improved, enabling targeted incentives for high- vs. low-value customers in reactivation campaigns. This strategy helped boost performance, with automated campaigns consistently outperforming industry benchmarks in click-through rates and revenue per email.
Capitalizing on a cultural moment
The team capitalized on the Netflix documentary, weaving moments from the show into campaigns. Products featured on-screen were highlighted in emails, and iconic quotes were put on t-shirts and worked into copy and creative—bringing cultural relevance and personality to the brand’s messaging.
Senior Digital Marketing Manager
“Ometria has completely transformed how we approach personalization. With all the data we need at our fingertips, as well as AI-driven predictive analytics, we can intelligently tailor and customize every interaction on every channel at scale.”
Victoria Beckham’s investment in a true 360 CRM approach, powered by Ometria’s CDXP, is delivering measurable results. The business has enjoyed strong revenue growth far beyond comparable luxury businesses, up 50% whilst the luxury fashion vertical saw a 12% decline in the same period.
Other successes include:
- 26% increase in reactivated customers
- 19% increase in repeat purchase rate
- 12% increase in average order value (AOV)
- 17% increase in lead conversion
Want to hear more about how Victoria Beckham, Emma Sleep, and Joseph Joseph moved from mainly focusing on acquisition to fostering long-term brand loyalty? Check out the live panel discussion from Lifecycle25: The Retention-First Mindset: Strategies For Building Unbreakable Loyalty in 2025
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"The insight we gained from Ometria really is gold dust to us. The commercial results we’re seeing are really pleasing to see, and show that we are on the right track.”
"Ometria's predictive segmentation tool has allowed us to enhance segmentation based on a complex algorithm, and these results are very exciting to see!"
"Ometria are very much part of the CRM team. We work with them on our strategies, we work with them on new ideas and opportunities, and frankly, without them we wouldn’t be able to deliver what we do."
“The insight really is gold dust to us right now. The projections are powerful and eye opening, the objectives are clear with an achievable roadmap.”
