About Levi's
With 170 years of history, Levi's is the global leader in denim. Its business spans physical retail through department stores and own stores plus online sales via the official site, anchored on a slow-fashion philosophy that values durability and individuality.
A category people browse for months, and data that lived in silos
Denim is a low-purchase-frequency category: customers browse, compare and walk away, sometimes for months, before they buy. At the same time, Levi's customer data sat scattered across online shopping, physical stores and social platforms. Those silos made it impossible to follow one customer's full decision path, and a traditional CRM could not carry the complexity of the marketing automation the brand needed.
One customer view, then playbooks per lifecycle stage
Working with beBit TECH on OmniSegment CDP, Levi's unified its online and offline signals into a single view of each customer and delivered a seamless OMO shopping experience across store and site.
On that foundation, the team designed personalised marketing playbooks and membership-tier strategies with the flexibility the category demands: nurture journeys for the long browse-to-buy window, lifecycle communication that matches where each member stands, and tier logic that rewards loyalty rather than blasting the whole base. New-customer conversion and loyal-customer repurchase both climbed, lifting revenue and return on ad spend and driving steady brand growth.
Loyalty became the growth engine
Loyal-customer revenue grew 51%, and campaigns ran at an average ROAS above 500. For a brand built on durability rather than volume, the win is structural: the customers Levi's already earned now come back more often, and every send works harder.
"OmniSegment CDP helped us connect our online and offline data and made our marketing smarter. With precise analysis and automation tools, we can quickly get hold of the key data, optimize our marketing strategy, and improve sales efficiency."JEFFREY KUAN · ASSOCIATE DIRECTOR, E-COMMERCE, LEVI'S
