Email and SMS were live but not working as a system. Campaigns drove short-term spikes, but retention and repeat purchase stalled.
Incomplete lifecycle coverage
One-size-fits-all segmentation
Heavy discount reliance
Poor visibility into revenue attribution
We rebuilt retention from the ground up using a system-first approach, starting with a full inbox and lifecycle audit. Core flows were redesigned—including welcome, post-purchase, replenishment, and win-back—while behavioural and value-based segmentation was introduced to ensure relevance at every stage. We also refined offer logic and send-time strategy, aligning email and SMS into a single, cohesive retention engine designed to drive predictable, compounding growth.