Building a customer retention engine.

Where it started.

At Pop Up Wine, I worked across the full Shopify e-commerce customer journey. A major part of my work was helping turn first-time customers into repeat customers through loyalty, retention, segmentation and relevant campaigns rather than relying only on new-customer promotions.

The problem to solve.

Different customers needed different reasons to come back. A first-time buyer, a regular customer and someone who had not ordered in months should not receive the same communication. We needed coordinated programs that reflected purchase history, engagement and where people were in their journey.

What I owned.

I owned lifecycle campaign planning and execution alongside Shopify storefront work, including loyalty initiatives, email and SMS marketing, customer segmentation, automated journeys, promotional campaigns and performance reviews. I worked on the creative, technical and operational sides of getting those campaigns live.

How we tackled it.

• Developed multiple retention and loyalty campaigns for different customer groups, including repeat-purchase and re-engagement initiatives.
• Built audience segments using purchase behavior and engagement, then tailored messaging, offers and campaign timing.
• Set up and managed automated email and SMS communications and connected them to Shopify and relevant integrations.
• Coordinated promotions, product and landing-page updates, and website changes to keep the customer journey consistent.
• Reviewed campaign performance and troubleshooting needs, working cross-functionally with creative, operations, customer service and delivery teams.

What came out of it.