Growing a D2C brand is hard. Keeping customers coming back is harder. Here's how we built the CRM backbone to make it work at scale.
The situation
A specialty tea brand growing rapidly across the US and Canadian market had hit a ceiling. Acquisition was working — but retention wasn't. Customer data lived in multiple disconnected tools, post-purchase communications were manual or non-existent, and the team had no way to identify their best customers or bring churned ones back. With rising acquisition costs across paid channels, improving retention became the highest-leverage move available to them.
Our approach
Full CRM setup connected to their Shopify store. Customer lifetime value, purchase frequency, and segment tags synced in real time.
Branded welcome sequence for new customers educating them on the product range, story, and how to get the most from their purchase.
Automated re-engagement sequences for at-risk customers. VIP tier identification and exclusive communication track for top buyers.
Review request flows, cross-sell recommendations based on purchase history, and replenishment reminders timed to typical usage cycles.
Results
How it happened
Customer data unified. HubSpot connected to Shopify. Segmentation model defined based on purchase behavior.
Welcome flow and post-purchase sequence launched. Baseline metrics established.
Re-engagement campaigns launched for churned segments. VIP program defined and automated.
A/B testing on subject lines and timing. New segments added as the customer base grows. Monthly reporting and recommendations.
"Our customers now feel genuinely cared for even when we're not looking. The automation gave us the ability to build real relationships at scale — something we couldn't do manually when we were growing this fast."— Founder, Specialty Tea Brand — USA & Canada
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