ShopMoss
Handmade Jewellery · Klaviyo | Shopify | Google Analytics | SMS
Platform Migration · Lifecycle Build · Omnichannel Marketing
A brand at an inflection point — with no system to handle it.
ShopMoss — a handmade bridal jewellery brand, arrived at a moment that many small e-commerce businesses hit: growth was happening, but the infrastructure was not keeping up. A Netflix series had featured a prominent cast member wearing the jewellery. The opportunity to convert that visibility into measurable revenue was real. But the brand was running entirely on Shopify’s native email tools, had no proper analytics in place, and had made no decision yet about which marketing platform to use, what strategy to pursue, or how to connect the Netflix exposure to an actual purchase journey.
The single biggest problem was not underperforming emails. It was the absence of a strategic foundation: platform choice, data architecture, channel strategy, and a plan for converting cultural visibility into commercial momentum, all of these were open questions when the engagement began.
A platform. A strategy. A system. And a way to capitalise on a cultural moment.
The brand was using Shopify’s built-in email marketing, a tool designed for occasional sends, not lifecycle automation. There was no behavioural segmentation. No post-purchase journey. No SMS channel despite a customer base that skewed toward mobile. No analytics layer to understand what was working. And no plan for how to align the Netflix association with a customer acquisition and conversion strategy.
A complete migration, a full lifecycle system, and an omnichannel architecture — from zero.
The engagement began with a platform decision: Klaviyo was selected over Shopify native email for its automation capability, segmentation depth, and SMS integration. A complete migration was planned and executed; all subscriber data, purchase history, and product catalogue moved from the Shopify email environment into Klaviyo with data integrity maintained throughout.
Google Analytics was configured from scratch, giving the brand its first reliable view of traffic sources, conversion rates, and customer behaviour on site. The data from Analytics fed into the segmentation logic in Klaviyo, so that email and SMS targeting was informed by actual on-site behaviour, not just email engagement.
The full lifecycle was built: welcome and subscriber onboarding, abandoned cart, post-purchase, repeat purchase, and re-engagement flows. An SMS channel was activated and integrated into the lifecycle, not as a separate blast channel, but as a coordinated touchpoint within the same customer journey. A product launch strategy was built for new jewellery drops, timed to the Netflix visibility window: teaser, early access, launch, last chance, and post-launch follow-up sequences.
Flow revenue — 6 months
Campaign revenue — 6 months
-27%
Churn rate reduction
300+
Net new subscribers per month
- Over $45,000 in revenue attributed to automated flows alone within six months of the lifecycle going live.
- Campaign revenue added a further $17,000 — driven by the product launch strategy aligned to the Netflix exposure.
- Churn rate reduced by 27%, the re-engagement and post-purchase sequences catching customers who would previously have lapsed silently.
- Subscriber list growing by more than 300 net new subscribers per month, from a base that had been static
- Complete migration from Shopify native email to Klaviyo, executed without data loss.
The complete lifecycle, welcome, abandoned cart, post-purchase, repeat purchase, re-engagement, runs automatically across email and SMS. Google Analytics feeds behavioural data into segmentation logic continuously. Product launch sequences fire on a pre-built arc without manual scheduling.
Klaviyo · Shopify · Google Analytics · SMS Integration
Independent consultant- platform migration, lifecycle build, omnichannel strategy
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