From App to Advantage: How FlyBox Leveraged a CDP to Supercharge Their Marketing

July 7, 2025

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5 mins read

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FlyBox is revolutionizing the storage industry. Imagine cloud storage, but for your real stuff. FlyBox simplifies storage needs by delivering FlyBoxes and packing supplies directly to your door. Customers simply pack, organize, and schedule a free FedEx pick-up. Their FlyBoxes are then safely stored in FlyBox's nationwide, climate-controlled, high-security facilities, always ready for retrieval whenever needed. It's on-demand storage for modern life – convenient, flexible, and unlimited!

With this innovative service, FlyBox burst onto the scene with a mobile app that streamlined the entire storage process. Users loved the app's intuitive interface and the ease with which they could manage their storage needs. But behind the scenes, FlyBox faced challenges: their marketing efforts weren't keeping pace with the app's adoption, creating a bottleneck in delivering a seamless customer experience.

The Data Disconnect: Siloed Information, Missed Opportunities in Customer Interactions

Despite the app's early popularity, FlyBox's customer data was scattered across various platforms – marketing automation tools, analytics dashboards, and in-app behavior trackers. This siloed information made it difficult to gain a holistic view of their users and personalize their experiences. Customer interactions felt generic, and opportunities to nurture leads and drive conversions were being missed.

Michael Moore, Director of Lifecycle/Retention Marketing at IM Digital, highlighted the core issue: "As an emerging business, the client is in a rapid growth phase with limited historical data to inform marketing decisions—essentially building the plane while flying it." This challenge underscored the urgent need to quickly identify what resonated with their audience through continuous A/B testing across all channels.

He further explained that while they partnered with platforms like Electric Orange and Opensend to drive top-of-funnel traffic, "understanding how these prospective customers behave once they arrive on-site has been equally critical. The initial lack of insight into user behavior created friction in optimizing conversion strategies and tailoring messaging to actual customer needs."

The Need for Unified Customer Profiles and Improved Customer Relationships

To truly capitalize on their app's potential, FlyBox needed a way to unify their customer data and build stronger customer relationships. They needed a single source of truth – a comprehensive view of each user's behavior, preferences, and engagement history. This would enable them to create more targeted marketing campaigns, personalize in-app experiences, and ultimately, improve customer lifetime value.

As Michael Moore put it, "By addressing these pain points, the goal is to establish a performance marketing foundation that can scale—grounded in actionable data, responsive testing, and cross-channel alignment."

The Solution: IM Digital and the FlyBox Customer Data Platform (CDP)

Recognizing the need for a strategic solution, FlyBox partnered with IM Digital to implement a Customer Data Platform (CDP). This collaboration aimed to break down data silos, unlock valuable customer insights, and transform FlyBox's marketing efforts.

Why Customer Data Platforms? Understanding the Power of Real-Time Customer Profile Management

A CDP is a centralized platform that collects and unifies customer data from various sources to create a single, comprehensive view of each individual. This unified customer profile empowers businesses to deliver more personalized and relevant experiences across all touchpoints.

What is a CDP? It’s essentially a central hub for all your customer data. It gathers information from your website, app, CRM, social media, and other sources to create a complete picture of each customer. This unified data can then be used to personalize marketing campaigns, improve customer service, and make better business decisions.

CDP vs. CRM vs. DMP

While CDPs, CRMs, and DMPs all deal with customer data, they serve different purposes. A CRM (Customer Relationship Management) system focuses on managing interactions with existing customers, primarily for sales and support. A DMP (Data Management Platform) is primarily used for advertising and targeting anonymous users. A CDP, on the other hand, unifies all customer data – both known and anonymous – to create a persistent and comprehensive customer profile that can be used across the entire organization.

IM Digital's Approach: Tailoring a CDP Strategy for FlyBox's Target Audience

IM Digital worked closely with FlyBox to understand their specific business needs and target audience. We developed a customized CDP strategy that focused on integrating the right data sources, defining key customer segments, and creating personalized marketing campaigns.

Michael Moore elaborated on the solution: "We executed a full-scale implementation of the Bloomreach Engagement platform to serve as the centralized engine for data-driven lifecycle marketing." He added, "This included custom integrations with a diverse ecosystem of platforms and providers to enable seamless behavioral tracking, advanced analytics, customer segmentation, predictive modeling and reporting, channel activation, and consent management. The platform now powers personalized communication across key channels—email, SMS, mobile app, website, and paid media."

Integrating the CDP: Seamlessly Connecting App Behavioral Data and First-Party Data

A crucial step was integrating the CDP with FlyBox's mobile app. This allowed for the seamless collection of app behavioral data, such as feature usage, in-app purchases, and engagement patterns. This data was then combined with first-party data from other sources to create a holistic view of each user.

Implementation & Key Features: Building a Better Customer Journey

The implementation of the CDP brought a host of powerful features to FlyBox's marketing arsenal. Michael Moore detailed the inventive solutions: "To address the challenges of limited customer insight and a need for rapid go-to-market testing, we deployed an integrated martech stack that empowers real-time data unification, experimentation, and customer intelligence."

Centralized Data Collection and Unification for Identity Resolution: The CDP automatically collected data from all of FlyBox's marketing and sales platforms to unify the data around a single customer identity. "One of the most impactful innovations was the integration of Opensend, which enabled the identification of anonymous site traffic by matching visit behavior to their known customer profiles," explained Moore. "This significantly accelerated lead generation by capturing email contacts from high-intent users who had not yet converted."
Enhanced Segmentation and Personalization Capabilities for Audience Segments: With unified customer profiles, FlyBox could now segment their audience based on a wide range of criteria, including demographics, behavior, and engagement history. This enabled them to create highly targeted marketing campaigns that resonated with specific audience segments. Moore emphasized, "At the core of the solution is Bloomreach Engagement, which serves as the central intelligence layer. Through server-side and client-side data integrations, we unified purchase data, web browsing behavior, and mobile app engagement to build a robust Customer 360 profile. This unified view enables precise audience segmentation, predictive modeling for next-best-action and likelihood-to-purchase, and real-time personalization across channels."
Real-Time Insights and Actionable Analytics on Customer Behavior: The CDP provided FlyBox with real-time insights into customer behavior, allowing them to identify trends, understand user preferences, and optimize their marketing efforts on the fly.
Marketing Automation and Improved Campaign Performance Across the Customer Journey: By integrating the CDP with their marketing automation platform, FlyBox was able to automate personalized marketing campaigns across the entire customer journey. This resulted in increased engagement, higher conversion rates, and improved customer lifetime value. Michael Moore also shared: "To support top-of-funnel growth, we leveraged Electric Orange to drive targeted paid media campaigns on Meta, allowing us to reach relevant audiences with tailored creative." He added, "Lastly, to maximize onsite acquisition, we deployed contextual subscription banners at key moments—both upon landing and via exit-intent triggers—designed to capture email and SMS consent before a user leaves the site." Moore concluded by highlighting another valuable data source: "To capture deeper insight into customer motivation and satisfaction, we implemented post-purchase surveys that collect zero-party data. These surveys not only gauge the customer experience but also surface the specific needs and use cases that led each customer to the brand."

The Future of FlyBox and CDP Strategy: Maximizing Customer Data Platforms

FlyBox continues to evolve its CDP strategy, with IM Digital as a continued strategic partner.

Ongoing Optimization and Expansion of CDP Capabilities for Customer Data: FlyBox is committed to continuously optimizing and expanding its CDP capabilities to stay ahead of the curve in the ever-evolving world of customer data.
Leveraging AI and Machine Learning for Advanced Insights into Customer Interactions: FlyBox plans to leverage AI and machine learning to unlock even deeper insights into customer interactions and further personalize the customer experience.
Staying Ahead of the Curve in App Marketing: By embracing innovation and staying focused on customer needs, FlyBox is well-positioned to maintain its competitive edge in the app market.

IM Digital: Your Partner in CDP Success

IM Digital is a leading provider of app development, design, and CDP integration services. We help businesses like FlyBox transform their marketing efforts and achieve sustainable growth.

Our Expertise: App Development, Design, and CDP Integration. We have a proven track record of success in helping businesses leverage the power of CDPs to improve customer engagement, increase retention rates, and drive revenue growth.

If you're ready to take your app marketing to the next level, contact IM Digital today. We'll help you develop a customized CDP strategy that aligns with your business goals and delivers measurable results.

Constante Quirino is the Director of Marketing for IM Digital. Having worked with leading brands and retailers across CPG, wellness, fashion, furniture, and interior design, Constante brings a diverse background in branding, merchandising, and search engine optimization (SEO) to every project.