From showroom to search result: X²O and Hybrid building sustainable growth
Full-service
We were looking for someone who could challenge us, not just execute what we asked. Hybrid fit that picture perfectly.
Elien Defever, Omnichannel Marketing Manager at X²O
Challenge
With a strong growth story and ambitious plans in four countries, X²O was looking for a partner that offered more than operational support. They wanted: a strategic sparring partner who would challenge them and bring new insights.
Background
X²O Bathrooms is a leading specialist in bathrooms, with a strong omnichannel offering and showrooms in Belgium, the Netherlands, Germany, and France. The brand combines an extensive product catalog with a personal customer experience in physical showrooms and online. To strengthen their marketing strategy and support their internal team, X²O has been working successfully with Hybrid for years.
The challenge
With a strong growth story and ambitious plans in four countries, X²O was looking for a partner that offered more than operational support. They wanted:
- A strategic sparring partner who would challenge them and bring new insights.
- Support in training and integrating new team members.
- Expertise to optimize their marketing efforts for both online and offline results.
Why Hybrid Agency?
X²O values Hybrid for their unique approach:
- Flexibility and customization: Hybrid adapts to the needs of X²O without pushing standard packages.
- Hybrid model: The perfect balance between in-house involvement and external expertise.
- Innovative solutions: Such as linking digital campaigns to showroom visits, which provided crucial insights for X²O’s omnichannel strategy.
“Hybrid thinks beyond just online marketing. They see the bigger picture and make sure our strategy aligns on all fronts.”
The collaboration
Hybrid offers X²O the perfect balance between an in-house team and an external agency. The collaboration has evolved alongside X²O’s growth, from a focus on Belgium and the Netherlands to support in Germany and France.
1. Strategic and operational support:
Hybrid acts as an extension of the X²O marketing team, with a dedicated contact person who knows the file inside out. Behind the scenes, Hybrid ensures the right expertise is always available, whether operational, strategic, or technical.
2. Training and coaching new marketers:
New employees at X²O go through the Hybrid Academy, where they are trained in tools, techniques, and strategic thinking. This enables X²O to bring new team members up to speed faster while safeguarding team continuity.
3. Innovative link between online and offline:
An important step in the collaboration was developing a method to measure the impact of digital campaigns on physical store visits. By combining location data with campaign and checkout data, an extrapolation model was developed that provided insight into the correlation between digital ads and showroom visits. “It was important to demonstrate how our online efforts also contribute to offline results. Hybrid helped us substantiate this, which delivered valuable insights for our strategy,” says Elien.
Results and impact
The collaboration with Hybrid Agency has helped X²O make progress on several fronts:
- A stronger internal team: Thanks to the Hybrid Academy, new marketers quickly become operational and stay up to date with the latest developments.
- A hybrid strategy that delivers: X²O combines online marketing with offline conversion, with insights that make their marketing efforts more efficient.
- Smarter budget allocation: The focus on data and analysis has led to better decisions and a higher ROI, both online and offline.
“Hybrid is flexible, thinks along, and makes sure we always have the right expertise on board. That makes them more than just a marketing agency,” says Elien.
The future
X²O continues to invest together with Hybrid in sustainable omnichannel growth. The focus is on further integrating online and offline channels across the four markets, refining data-driven marketing decisions, and training new team members through the Hybrid Academy. By continuously measuring showroom visits linked to digital campaigns, X²O can allocate future marketing budgets even more efficiently. Work is also being done on expanding innovative tools and insights, so the brand can further strengthen its strong customer experience and market position in Belgium, the Netherlands, Germany, and France.
Conclusion
The hybrid collaboration with Hybrid Agency has not only helped X²O strengthen their marketing team but also refine their strategy and realize their growth ambitions.
“Working with Hybrid feels like gaining an extension of your own team. They make us stronger at every level.” – Elien Defever, Omnichannel Marketing Manager at X²O Bathrooms