Dry World
Sports Apparel · Klaviyo | Shopify | Okendo
Product Launch Automation · Lifecycle Build · Revenue Attribution
A landmark product launch. No lifecycle infrastructure to support it.
DryWorld, a global performance sports apparel brand had a product launch incoming that was anything but ordinary. The launch was a collaboration with Ronaldinho, timed to the FIFA World Cup in Russia. The commercial opportunity was significant. The infrastructure to capture it was not in place.
The existing CRM and email system had no lifecycle logic built for a launch of this scale. There was no onboarding journey for new customers the launch would bring in. No activation flow. No retention mechanism to convert launch buyers into repeat customers. No referral or review system. And the new product range had not been connected to the existing catalogue in any way that would enable upsell or cross-sell from the launch into the wider range.
A connected system that could handle launch volume and compound it afterward.
The immediate gap was infrastructure: the brand needed a CRM optimised for the launch, audience segmentation that could target existing customers differently from new launch arrivals, and automation that could run at volume without manual intervention during what would be the busiest week in the brand’s calendar.
But the deeper gap was strategic: without retention flows built around the launch, every customer the collaboration brought in was a one-time transaction. The referral and review system needed to extend the reach of the collaboration beyond the launch window. And the integration between new and existing products needed to be built so that launch buyers could be moved into the broader range automatically.
A complete launch ecosystem: acquisition, retention, referral, and review — with Okendo integrated.
The engagement began with a full CRM audit and optimisation pass. Audience segmentation was rebuilt to separate existing customers from launch arrivals, each receiving a different journey appropriate to their relationship with the brand.
I built four lifecycle flows that had never existed: onboarding for new customers acquired through the launch, an activation flow to move first-time buyers to second purchase, retention flows timed to the product cycle, and a referral flow that extended the Ronaldinho association into word-of-mouth marketing. Okendo was integrated for review capture, timed to fire at the point of highest satisfaction, not at the invoice.
The new product range was connected to the existing catalogue within the automation logic, so that post-purchase, every launch buyer was introduced to the brand’s wider range through targeted cross-sell and upsell sequences. Payment gateway automation was built to handle the volume of transactions the launch would generate without manual processing.
Abandoned cart + post-purchase revenue
Referral + review automation revenue
+21%
Email revenue lift
4 flows
Built from zero for the launch
- Abandoned cart and post-purchase flows alone generated over $120,000 in attributed revenue during the launch period.
- Referral and review automation contributed a further $15,000, extending the reach of the Ronaldinho collaboration beyond the launch window.
- Email revenue lifted by 21% across the board.
- Four lifecycle flows built from nothing, onboarding, activation, retention, and referral — all running automatically from day one.
- Okendo review capture integrated and automated, review volume increased without any manual asking.
The complete launch lifecycle, all four flows, review capture, referral triggers, and upsell/cross-sell sequences, integrated with the existing system and running automatically. Payment gateway processing handles transaction volume without manual intervention.
Klaviyo · Shopify · Okendo · Payment Gateway Integration
Independent consultant- full launch lifecycle build and integration
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