CPG Brand Case Study

 A fast-growing CPG e-commerce brand partnered with me to elevate their lifecycle marketing program using Klaviyo. As a consumable product line that customers can easily purchase from a variety of online and in-store retailers, strengthening retention and repeat purchases was a top priority.

While several automations and campaigns needed optimization, the most transformative—and revenue-driving—initiative became a fully customized replenishment automation built around their zero-party customer buying behavior.

 The brand had strong repeat-purchase potential, but lacked the systems to capitalize on it:

• Generic post-purchase flows, underperforming
• No replenishment flows
• Several lifecycle flows weren’t leveraging segmentation or dynamic content
• Campaign targeting was broad rather than behavior-driven
• Competitors had easier access points (convenience stores, third-party marketplaces, other DTC brands)

They needed a more strategic, data-backed lifecycle ecosystem that would keep customers buying directly from them.

1. Holistic Lifecycle Optimization (Primary Initiative)

In addition to the replenishment overhaul, I refined and optimized the brand’s entire lifecycle ecosystem:

• Post-Purchase: Clearer expectations, education, and cross-sell logic; better surveys and integrations with Typeform.
• Abandonment Flows: Stronger segmentation, improved timing, and higher-converting content
• Price Drop Alerts: Re-engaged dormant and browsing users
• Reviews & Surveys: Increased social proof and product feedback
• Loyalty Program Touchpoints: Higher enrollment and point redemption
• Welcome Flow: More tailored to first-purchase behavior and browsing data
• Winback: Segmented by tenure and predicted churn, as well as existing site behavior data and when last on-site.

2. Advanced Replenishment Automation (Hero Flow & Results)

Using real-time data from WooCommerce and Klaviyo, I built a tiered replenishment flow tailored to each customer’s individual buying cadence.

Segmentation Groups:

• Short: 10–25 days
• Mid: 26–45 days
• Long: 46–70 days

Key Enhancements:

• Emails sent strategically a few days before each group’s midpoint repurchase window
• A/B tests on subject lines and content
• Dynamic product recommendations
• New arrivals and relevant cross-sells
• Loyalty program reminders to build long-term stickiness
• Only customers with 2+ past orders entered the flow

This allowed the brand to anticipate customer needs and redirect repurchases that might otherwise happen at other retailers.

Campaign Strategy Improvements 

• Implemented audience filters for more precise targeting
• Reduced list fatigue by removing low-intent segments
• Added behavior-driven segments to increase relevance and CTR
• Strengthened campaign testing cadence

Flow + Campaign Ecosystem (Lifecycle Journey Wins)

• Higher repeat-purchase rates across multiple segments
• Increased loyalty engagement
• More efficient campaign targeting
• Higher CTRs and CVRs across all major automations
• Reduction in list fatigue and unsubscribes

Replenishment (Hero Flow)

Revenue per Recipient (RPR):

• $6.76 – 26–45 day group
• $5.51 – 10–25 day group
• $3.71 – 46–70 day group

Engagement:

• Open rates: 33%–46%
• Click rates: 4.3%–9.8%
• Purchase rates: 1.1%–4.9%

Leading with a sophisticated replenishment strategy while tightening the entire lifecycle ecosystem allowed this CPG brand to:

• Capture more repeat purchases before customers turned to competitors
• Personalize experiences at scale
• Boost revenue without discount dependence
• Build a retention engine that runs automatically
• Improve performance across every major lifecycle touchpoint

Together, these optimizations created a sustainable, high-ROI lifecycle program designed for long-term growth in a competitive CPG market.