Leading Athletic Brand VERVE Successfully Leverages OmniSegment to Drive OMO Revenue Growth

VERVE is Taiwan's leading athletic apparel brand, built on the core values of "functionality" and "everyday fashion." Starting from activewear, they've evolved to serve multiple athletic and lifestyle scenarios. As fitness culture became mainstream, VERVE recognized that consumers no longer buy athletic wear solely for the gym, they want versatile pieces that transition seamlessly from workout to work to leisure.

"We don't just want to meet people's gym needs, we want to serve them when they're at work, running, or relaxing. Our products offer superior value and functionality compared to international brands like Nike," says Terry, VERVE's co-founder.

VERVE stays attuned to rapid shifts in young consumer preferences, from trending cropped pants and long sock styling to oversized cuts. "We adapt to trends while staying focused on values that matter to younger audiences, athletic spirit and sustainability."

Beyond product development, VERVE actively partners with athletes, from elite national champions like Lee Yang and Wang Chi-Lin to grassroots sports initiatives, steadily building their reputation as Taiwan's homegrown sports brand. "Every country should have its own representative sports brand. Taiwan deserves one too."

Seamlessly Integrate SHOPLINE with OmniSegment to Maximize Data Value

In today’s data-driven era, VERVE founder Terry understands that the best decisions are grounded in evidence, not guesswork.

“Back then, everyone relied on experience and intuition. Now we can use sales data and customer behavior to guide restocking and product development. Once OmniSegment integrates our online and offline data, we can even identify customer preferences and price sensitivity. These are insights we simply couldn’t access before.”

Before adopting OmniSegment CDP, VERVE ran its e commerce operations on SHOPLINE and used its built in RFM (Recency, Frequency and Monetary) segmentation. But the team quickly hit a ceiling, especially around personalized communication and automation at scale.

“Many brands can segment customers, but they struggle to sustain tailored messaging for each group over time.”

That changed after OmniSegment was implemented and seamlessly integrated with SHOPLINE. The CDP (Customer Data Platform) consolidated member data across channels and enabled automated marketing workflows, allowing LINE, email, and SMS to trigger automatically based on real customer behaviors. As a result, the marketing team could shift its time from manual setup to higher value strategy and creative work.

“OmniSegment’s biggest advantage is its flexibility. We can define our own conditions, like registered but hasn’t purchased, or browsed more than three times without buying, and turn them into automated workflows. Most platforms simply can’t do that.” 

Furthermore, seamless system integration is often the deciding factor when brands choose implementation tools. "What we cared about most initially was whether it could integrate with SHOPLINE. If we had to manually import data, it would waste too much manpower. Now everything syncs directly—it's incredibly smooth."

Website Repeat Customer Revenue Increased 21% YoY Through a Highly Targeted Segmentation Strategy

After implementing OmniSegment, VERVE's first step to re-organize their existing customer base. The segmented customers based on repurchase cycles and purchase frequency into six detailed categories:

• N (New): Single purchase within 3x repurchase cycle
• A (Active): Multiple purchases within 3x cycle
• S (Sleeping): Multiple purchases within 3-6x cycle
• L (Lost): Single purchase within 3-6x cycle
• D (Dormant): No repurchase beyond 6x cycle
• O (Opportunity): Registered but never purchased

This layered approach made it easier for the team to design targeted messages and offers for different customer segments.

"Different industries have different repurchase cycles and there's no one-size-fits-all standard," Terry notes. The huge benefit of implementing OmniSegment is that professional consultants share insights with brands, allowing us to set conditions based on our own industry logic, making segmentation strategies truly reflect consumer behavior.

These precise segments and automated configurations resulted in a 21% annual growth in VERVE's online returning customer revenue.

618 Campaign: Reawakening Dormant Customers Drives 76% Revenue Growth

During major promotional periods like the 618 shopping festival, VERVE specifically designed "multi-wave messaging campaigns" for members who hadn't engaged in a long time.

"We first target sleeping and lost customers with smaller discounts to see if they'll repurchase. If there's no response, we release higher discounts. In the final stage, we communicate through brand stories—like our sponsorship of athletes or donations to Hualien Guangfu—to help them reconnect with the brand's authenticity and values."

This rhythm not only avoids over communication but also triggers emotional connections at different stages.

Ultimately, through OmniSegment's automated messaging and AI-powered segmentation during the 618 campaign, they successfully reactivated members who hadn't purchased in over six months, driving an overall revenue increase of 76%.

Driving Cross-Channel Purchases: Nearly 20% Increase in Store Performance

For VERVE, OMO (Online-Merge-Offline) integration isn't just about data consolidation—it's a key strategy for creating "cross-scenario experiences." The team observed that customers who purchase through both online and offline channels have significantly higher lifetime value compared to single-channel shoppers.

"Our goal is to turn sleeping customers into repeat buyers, ideally with purchases across both channels," Terry articulates this crucial retail objective.

Through OmniSegment's tagging system, VERVE easily identifies OMO customer behaviors and issues store-exclusive coupons during promotional periods to encourage first-time visits. This not only increases foot traffic but also strengthens customer engagement across all channels. Over the past year, this OMO strategy has driven nearly 18% annual growth in physical store sales.

"After actual implementation, we can directly tag customers in the OmniSegment system and set up marketing tasks, for instance, sending anniversary sale messages to customers who purchased in the past six months. This saves enormous amounts of manual work."

Result 

Outstanding Marketing Results After beBit TECH's OmniSegment CDP Implementation

After implementing OmniSegment, VERVE not only established a complete member segmentation framework but also successfully transformed data into brand growth momentum.

"We used to rely on human judgment for everything. Now many things can be automated by the system. For us, OmniSegment is like that data-savvy team member who helps us get every customer interaction just right."

Terry also specifically thanked SHOPLINE for their integration support: "Brands using SHOPLINE can fully integrate with OmniSegment, which allowed us to launch the entire CDP program so quickly. It makes our marketing decisions more timely and objective." For e-commerce brands using SHOPLINE, Terry believes they should quickly adopt OmniSegment if they want to excel at customer segmentation and automated workflow communication.

For VERVE, data is no longer just a decision-making tool, it's a bridge connecting customers with brand values. From simply selling products to using data to tell stories and content to rekindle relationships, VERVE is using data as their foundation to realize their vision of becoming "Taiwan's representative sports brand."