Luxury E-commerce
Klaviyo | Shopify | Attentive | Userpilot | ConvertBox
CRM Architecture · Lifecycle Design · SMS · Push Notifications
A system that existed but had never been made to work.
Abingdon Co, a luxury wristwatch brand for adventurous women had a marketing stack, an email list of over 80,000 subscribers, and a team that knew something was wrong but could not identify what. The symptoms were everywhere: wrong triggers suppressing flow performance, inactive flows running silently in the background, unbranded emails damaging a premium positioning, and poor segmentation sending the right message to entirely the wrong customer. They were also mid-exploration on two new channels; SMS via Attentive and push notifications via a mobile app they were building, with no idea how to activate either.
Architecture. Logic. And someone who could see the whole picture at once.
The core gap was not a single missing flow. It was the absence of a governing logic, a system architecture that determined what happened to a customer at each stage of their journey based on their behaviour, not just a timer. Every flow was acting independently. The segmentation was not built on purchase behaviour. The messaging tone was inconsistent with the brand’s positioning. And the two new channels, SMS and push notifications, were sitting dormant because no one had designed the integration that would make them part of a coherent journey rather than separate blasts.
A complete system rebuild: every channel, every stage, every integration.
The engagement began with a full audit: every active and inactive flow, every segment, every trigger, every integration. What came back was a system with more wrong than right.
I rebuilt the entire lifecycle architecture from the trigger logic up. Flows were reconfigured with correct entry and exit conditions. Segmentation was rebuilt on purchase history, engagement frequency, and product category. Messaging was rewritten to match the brand’s premium, adventure-led tone. The referral programme was designed and built from scratch; it had never existed.
I integrated Attentive for SMS and brought it into the lifecycle logic, not as a separate channel sending parallel messages, but as a coordinated touchpoint within the same customer journey. I integrated Userpilot for push notifications through the mobile app, and ConvertBox for lead generation, each connected to the CRM data layer so that every channel was operating from the same customer truth. Training was delivered to the CMO and team at handover so the system could be owned and evolved internally.
3 channels
SMS · Email · Push — unified
1
Referral system built from zero
- Over $600,000 in attributed revenue generated within three months of the rebuild going live.
- 80,000+ subscribers now receiving correctly segmented, brand-aligned communication across email, SMS, and push.
- Referral system designed, built, and automated. From nothing to live.
- All three channels- email, SMS, and push notifications, operating from a single data architecture for the first time.
- CMO and internal team trained and capable of managing the system independently.
The complete lifecycle: every flow, every trigger, every channel runs without manual intervention. Email, SMS, and push notifications are coordinated from a single customer data layer. The referral system fires at the right moment in every post-purchase journey.
Klaviyo · Shopify · Attentive · Userpilot · ConvertBox
Fractional specialist, embedded with CMO, working across the full marketing stack
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or optimize your CRM and lifecycle system, that conversation starts here.
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