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“What makes us different is that we’re not just marketers. We’re developers. We build the technical solutions that let brands use Omnisend to its full potential,” said Mantas Karmaza, Founder and Head of IT.
Why Omnisend is their platform of choice
Drawn by the platform’s flexibility, powerful automation builder, and API-friendliness, MDigital joined the Omnisend Partner Program in the early days.
“Omnisend is the first platform where we can build both standard ecommerce workflows and completely custom event-driven automation,” said Mantas. “And it’s also fast, affordable, and the support team is genuinely world-class. That combination lets us deliver what other tools and agencies simply can’t.”
The client: 360cycles — leading cycling retailer bridging online and in-store sales
One of MDigital’s standout success stories involves a major European cycling and repair retailer. This is a high-volume brand operating across multiple brick-and-mortar locations supported by a thriving, high-traffic online store.
They sell premium bikes, must-have accessories, and vital repair services. And the market demand wasn’t their problem — it was that disjointed systems were preventing them from capturing high-margin upsell and retention opportunities.
Their online store and POS systems (Lightspeed) operated as complete silos.
This data fragmentation made it impossible to build unified customer profiles, segment personalized communication, provide essential service reminders, and identify valuable cross-sell opportunities.
The challenge
Before partnering with MDigital, the retailer’s fractured data systems led to significant losses in both efficiency and potential revenue:
- Manual overload: Staff time was wasted on manual communication (employees had to send SMS updates by hand), taking valuable time away from selling and service
- Low revenue: The systems didn’t allow high-margin automations, resulting in no crucial, recurring service reminders or post-purchase upsell
- Blind marketing: In-store purchases lived in a silo, meaning they couldn’t trigger personalized email or SMS workflows, crippling the effectiveness of customer lifecycle marketing
- Segmentation failure: Without a single, unified customer profile, effective personalization and targeted campaigns were nearly impossible
“We saw a huge opportunity,” Mantas explained. “They just needed someone who could connect everything technically, because no out-of-the-box solution existed.”
A custom API integration between Lightspeed and Omnisend
This is where MDigital’s background became the differentiator.
Their team built a fully custom API integration to sync real-time data between Lightspeed, POS (physical locations), and Omnisend.
What they built:
- Real-time synchronization of all purchases — online and in-store
- Custom event triggers (Ready for Collection, Service Reminder, Accessory Upsell, Repair Updates)
- Unified customer profiles regardless of where the purchase happened
- Custom product and category sync — over 30,000 items synced
- Multistore support — different cities, different registers, one unified automation engine
“This entire solution wasn’t just about sending data,” Mantas said. “Lightspeed has strict API limits. We had to engineer around them so nothing broke and no events were lost. That’s the difference between a simple integration and a totally custom solution.”
Once the integration was complete, Omnisend could do what the retailer always wanted:
- Automatically message customers who purchased offline
- Trigger SMS when a bike is ready for pickup
- Send reminders when servicing is due
- Suggest relevant accessories based on the exact bike model purchased
- Reactivate customers after 6 months of inactivity and other automation workflows
- Follow up with post-purchase emails, repair updates, and more
Now, if a customer walks into a physical store, buys a bike, and walks out — Omnisend takes over instantly.
“Very few retailers in Lithuania or Europe have this level of omnichannel automation,” said Mantas. “It’s usually only seen at enterprise levels.”
Results
All this work paid off — the results were visible fast:
- Email and SMS engagement skyrocketed, with open rates around 70% and CTR at 15-30%
- A single custom upsell automation (bike → accessories) generated 1,202 EUR revenue in 14 days
- A reactivation workflow brought back 422 inactive subscribers (including those who have previously bought in the physical store), many of whom made new purchases
- Post-purchase and service reminder automation dramatically increased workshop bookings, reviews, and repeat store visits, with a single automated workflow, targeting repeat customers, generating €1,021 in revenue within just 7 days
- Staff saved hours each week, no longer manually messaging customers — the daily process of sending 26 (on average) crucial bike pick-up updates is now 100% automated within Omnisend
“The client not only earned great revenue, but they also saved time. That’s something teams really feel,” said Mantas.
Most agencies can build emails, but very few can build custom ecosystems. “Brands underestimate how much money they lose because their systems don’t talk to each other,” Mantas said. “Once we unify the data, Omnisend becomes a real business engine, not just a marketing tool.”
Looking ahead
MDigital continues expanding the client’s automation system with:
- Seasonality-based automations
- More granular repair/maintenance reminders
- Enhanced segmentation using synchronized POS data
- Even deeper product-behavior automations
They are also preparing to offer this same integration solution to other retailers across Europe.
“We’ve done the hard part,” said Mantas. “Now we can bring this to any omnichannel merchant that needs to unlock offline-to-online automation.”
About MDigital
MDigital is a Lithuania-based email marketing agency built on a foundation of deep technical expertise and hands-on ecommerce strategy.
We go far beyond typical agency work. We engineer custom integrations, automations, and advanced data workflows that maximize client sales.
We serve as the engineers who transform your complex systems into a profitable business engine.
Interested in working with MDigital? Reach out here.
