Unlocking Customer Insight

Science in Sport (SiS) has long been trusted by elite athletes and fitness enthusiasts, but as the brand grew globally, it needed more than just instinct to guide its digital strategy. To truly understand and engage its customers, SiS partnered with The Pixel to implement a sophisticated customer data platform (CDP) — creating a single view of the customer and using real-time insights to drive smarter, faster marketing decisions.

Before Project Phoenix, Science in Sport’s marketing efforts often relied on intuition and broad targeting.
Without a unified view of customer behaviour, challenges included:

• Siloed customer data across platforms and touchpoints
  
• Limited ability to personalise messaging at scale
  
• Difficulty identifying and segmenting customers by value, behaviour, or lifecycle stage
  
• A reactive rather than proactive approach to engagement

To move to the next level, SiS needed to shift from assumption-based marketing to insight-driven engagement.

• Real-time customer profile updates
  
• Segmentation that fuels more relevant messaging and offers
  
• A scalable data strategy to grow loyalty, retention, and value

Science in Sport now makes faster, smarter decisions — creating more personal, meaningful connections with every customer.

The Pixel worked with SiS to implement a CDP and reframe how the business understood its customers — focusing on recency, frequency, and monetary value (RFM) segmentation and real-time profile unification.

Our key steps included:

• Conducted UX and business discovery sessions to map customer journeys and data needs
  
• Integrated Adobe Real-Time CDP and Target to unify profiles and enable personalisation across channels
  
• Designed data-driven audience segments based on behaviour, lifecycle, and transaction history
  
• Introduced A/B testing frameworks to continuously optimise campaigns and journeys

By putting insight at the heart of every interaction, we helped SiS unlock new opportunities for engagement and loyalty.

By putting real-time insight at the core of its digital experience, Science in Sport now makes smarter decisions, faster — and connects with customers in more personal, relevant ways.Created a foundation for advanced loyalty, retention, and lifetime value growth

• Unified customer profiles across online and offline behaviours
  
• Enabled smarter segmentation and targeted personalisation
• Created a foundation for advanced loyalty, retention, and lifetime value growth