Case
Omnichannel Growth – X²O
X²O & Hybrid
X²O began an incredibly rapid omnichannel growth in 2019. While opening new offline stores all over Belgium and the Netherlands, COVID and the accompanying lockdowns caused their online sales to soar to unprecedented heights.
Our performance experts challenged their in-house marketers during this growth surge. They supported X²O’s marketing team with strategic advice, tips, insights, and a results-oriented focus.

The client
X²O’s ambition is crystal clear: they want to help customers get the bathroom of their dreams, regardless of their taste or budget.
X²O is one of the leading distributors of well-known and reputable brands like Hansgrohe, Geberit, and Villeroy & Boch. The bathroom specialist quickly grew into a key market player with nearly 50 showrooms in Belgium and the Netherlands.
This growth can largely be attributed to their price-focused approach… and targeted marketing actions.
The assignment
Goal-Oriented Growth and International Expansion
About three years ago, X²O’s digital performance team consisted of just one person. This performance marketer had no (experienced) sparring partner to exchange knowledge and insights with, which was a real challenge for someone tasked with facilitating both the brand’s growth and the marketing team’s development.
Having a sparring partner was therefore a must-have to achieve X²O’s ambitious targets:
- Ambitious growth targets for online revenue
- A ROAS (return on ad spend) of 5
- The development of the performance marketing team
In addition, X²O aimed to expand beyond borders, targeting markets in the Netherlands, Germany, and Northern France.
The Approach
Phased Partnership
The targets were ambitious, but not necessarily unattainable. X²O reached out to us in September 2020 to help achieve these goals (together with them). This marked the beginning of a structured partnership that has proven to be successful to this day.
During this collaboration, we moved from analysis to quick wins, ultimately progressing to ongoing optimization.
Phase 0: Analysis – September 2020
First, we turned X²O’s entire marketing strategy upside down. We analyzed their “as is” approach, focusing on several crucial parameters.
CRM & Sales
Which sales were made through which channels? What is the ideal customer profile? What is the average Customer Lifetime Value (CLV)? What is the effective CPA? Which products are selling the best? What are the metrics of the current sales funnel? Where is the margin being achieved? We sought and found answers to all our pressing sales questions.
Website Data
We analyzed the visitors of the X²O website, focusing on their behavior and the paths they took.
Marketing Data
Our marketers mapped out the marketing, channel, and campaign data. This helped us discover which channels are lead drivers, how high the CPA is for each channel, and what optimization opportunities exist.
Processes & Operations
We analyzed the internal X²O team and their working methods. This allowed us to identify opportunities and propose an ideal growth scenario.
Having full visibility of the historical data and the “as is” situation, we could then look ahead by conducting an “as should” analysis:
- Competitor research at the product, channel, and campaign level
- Keyword research based on the full buyer journey
- Product analysis of the entire X²O range

Phase 1: Quick Wins – October 2020 – March 2021
The analysis revealed that not all options were being fully utilized. Therefore, we focused primarily on the so-called quick wins.
Competitive Search Volume
We decided to scale back the ongoing awareness and orientation campaigns. Instead, we leveraged the full potential of conversion-focused campaigns across various channels: Paid search on Google and Bing, Shopping & Remarketing.
Maximum Result, Minimum Budget
We made significant adjustments to the campaigns and ads. During this optimization, we eliminated cost-drivers and reallocated the budget to campaigns that were actually generating returns. We also used the effective sales and margin data of the various products and categories.
In this way, we were able to optimize and maximize our campaigns very specifically, based on their actual return.

Phase 2: Omnichannel Approach (Ongoing)
The impact of our approach was immediately clear: revenue increased, and ROAS followed suit. This success needed to be scaled and continuously optimized.
The collaboration between X²O and Hybrid evolved with the omnichannel growth and needs of the client. During the initial period, we assisted their small marketing team in developing and effectively implementing an omnichannel strategy. We created a clear overview of the performance of all channels – both online and offline.
Since 2021, we’ve been helping X²O build their own performance marketing team. We initially drafted a plan to restructure and grow the team. Additionally, we train and challenge X²O’s performance marketers with strategic workshops and one-on-one coaching.
Today, we remain X²O’s strategic sparring partner. We continue to help them improve, with:
- More insights through better (and even in-store) tracking.
- Organic growth in the Netherlands.
- Assistance with cross- and upselling via marketing automation
The result
The close collaboration between X²O’s internal team and Hybrid has paid off. It’s the perfect mix of the right tone-of-voice, branding, content, and ROI maximization through digital performance.
We were able to achieve X²O’s set goals:
✔️ The established online revenue growth target was met.
- YoY revenue growth total = +270%
The dark line represents the period between June 2020 and March 2021, while the light blue line compares this with the previous year.

- YoY website sessions = +147%
The dark line represents the period between June 2020 and March 2021, while the light blue line compares this with the previous year.

- YoY website sessions Paid = +276%
The dark line represents the period between June 2020 and March 2021, while the light blue line compares this with the previous year.

- YoY revenue Paid = +280%
The dark line represents the period between June 2020 and March 2021, while the light blue line compares this with the previous year.

✔️A ROAS (Return on Ad Spend) of 5
✔️ The development of the performance marketing team
The very small team at X²O grew into a team of 8 performance marketers, whom we continuously guide and challenge.
Hybrid is a strategic sparring partner that supports X²O’s rapidly growing team to continue evolving and achieve their ambitious goals.

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Frequently Asked Questions
Hybrid connects the right people to your digital projects. Thanks to our unique approach, our clients can stay agile, within their resources, and achieve maximum results.
Hybrid helps in various ways: we create a digital strategy tailored to your goals, drive traffic and conversions, visualize and analyze data, and build websites that truly work.
Hybrid is a registered service provider for the SME e-wallet. This means that SMEs can claim up to 30% reimbursement on the costs of online marketing and digital strategy advice.