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Visual Comfort & Co. Reaches the Next Level With Bloomreach

Industry: Home Goods

Visual Comfort is a leading home décor and lighting retailer serving three distinct customer segments across online and physical stores. The company has built a reputation for quality products while managing complex customer journeys for retail consumers, trade professionals, and wholesale buyers.

Products

Email Personalization

Bloomreach Engagement

Marketing Intelligence and AI

Challenge

Visual Comfort needed to transform its customer engagement strategy to serve three vastly different customer segments while improving attribution across online and offline channels. The company was struggling with its previous platform’s limitations and basic email marketing approach.

Batch and blast email strategy = Poor customer experience. The company was sending generic messages to all customers despite having retail, trade, and wholesale segments with completely different shopping behaviors and needs.
Disconnected channel data = Inefficient attribution tracking. Customer acquisition efforts couldn’t be properly measured across email, website, and in-store purchases, making it impossible to optimize marketing spend effectively.
Limited segmentation capabilities = Missed personalization opportunities. The previous platform couldn’t handle complex customer segmentation or cross-channel targeting, forcing the team to treat diverse customer groups as one audience.
Analytics contamination = Skewed performance data. Employee website activity was mixing with customer data, creating inaccurate insights for business decisions.

Solution

Visual Comfort implemented Bloomreach’s omnichannel personalization platform to create unified customer experiences across email, website, and advertising channels while enabling sophisticated segmentation for their diverse customer base.

Advanced segmentation drives personalized experiences

Bloomreach’s segmentation engine allowed Visual Comfort to create distinct customer journeys for retail, trade, and wholesale segments. The platform automatically applies these segments across email campaigns, website personalization, and A/B testing, ensuring consistent messaging while respecting each group’s unique shopping behaviors.

Unified analytics provide clear attribution

The platform integrates seamlessly with Google Analytics and Google Ads, requiring only “one or 2 lines of code” for complex implementations. Visual Comfort can now track customer journeys from initial email engagement through website visits to final purchase, whether online or in-store.

Flexible architecture enables custom innovation

Bloomreach’s modular approach, described by Visual Comfort as “little Legos,” allows the team to build both simple email campaigns and sophisticated custom solutions. This flexibility has enabled them to develop innovative projects like offline conversion tracking that connects in-store sales data directly to their Google Ads campaigns.

Here’s how it worked:

Customer segmentation → Bloomreach identifies and categorizes visitors into retail, trade, or wholesale segments based on behavior and purchase history
Omnichannel targeting → The same segments are automatically applied across email campaigns, website personalization, and A/B tests
Analytics integration → Customer data flows seamlessly to Google Analytics with employee traffic filtered out for accurate insights
Attribution tracking → Online and offline purchase data connects back to original marketing touchpoints for complete ROI measurement

On our website, we actually have three very different customer groups — retail, trade, and wholesale. They shop very differently. Taking Bloomreach and the analytics, we were able to send those segments off to Google Analytics and that has given us a totally new way of looking at our data.

Zephan Hazell

eCommerce Development & Performance Manager, Visual Comfort & Co

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The text in this case study was created using AI-based transcription and summarization tools. Minor edits were made for clarity. The copy reflects the views expressed in the original video.

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