Storefront Rebuild & Lifecycle Marketing
01 / Client project
Rebuilding the customer-facing storefront while connecting the CRM, lifecycle and promotional systems operating around it.
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Client project
A Japanese lifestyle and tableware brand required its digital storefront and customer lifecycle activity to operate as a more connected experience.
- Client
- A Japanese lifestyle and tableware brand
- Industry
- Retail & E-commerce
- Scope
- Digital Experience · E-commerce · CRM · Lifecycle Marketing
Overview
A Japanese lifestyle and tableware brand required its digital storefront and customer lifecycle activity to operate as a more connected experience.
The engagement combined storefront work with the systems that continue operating after a visitor arrives: CRM activity, email journeys, promotional flows and lifecycle communication.
Rather than treating the website as an isolated destination, the work considered the wider path around it — from browsing and product discovery through customer communication and promotional activity.
The resulting project brought several parts of the digital experience into a more coherent operating environment.
Context
For an e-commerce brand, the storefront is only one part of the customer experience. The visible website handles discovery, browsing, product presentation and purchase. Behind it, other systems influence what happens before and after a transaction.
The storefront and lifecycle layers were treated as connected parts of one customer environment rather than as separate marketing tasks.
The engagement considered
- Customer relationship management
- Email communication
- Promotional campaigns
- Lifecycle automation
- Post-purchase communication
- Audience segmentation
Our approach
A storefront should not end at the checkout.
The engagement was approached as a connected digital experience rather than separating web, CRM and marketing into unrelated workstreams.
That created a broader foundation than redesigning individual website pages, and it set what the work had to consider.
- 01Customer-facing storefront
- 02E-commerce experience
- 03CRM activity
- 04Lifecycle communication
- 05Promotional journeys
- 06Post-purchase touchpoints
What we worked on
- 01
Storefront rebuild
Rebuilding the customer-facing digital environment as the visible centre of the project.
- 02
E-commerce experience
Considering discovery, collections, product presentation and movement toward purchase as one experience.
- 03
CRM infrastructure
Creating a foundation connecting customer interactions with ongoing communication.
- 04
Email & lifecycle flows
Supporting communication across different stages of the customer relationship.
- 05
Promotional journeys
Connecting promotional activity with the wider customer environment.
From the storefront.
Captures from the live storefront. No device mockups, no colour grading, no staged screenshots.
The connected system
Rather than treating the website as an isolated destination, the work considered the wider path around it — and where that path returns.
Discover
A visitor arrives.
Storefront
The customer-facing experience.
Product experience
Collection, merchandising, detail.
Purchase
The transaction.
CRM
The relationship, recorded.
Email & lifecycle
Communication that continues.
Post-purchase
After the box arrives.
Returning customer
And the cycle begins again.
Principles
- 01
A storefront is one surface of a customer environment, not the whole of it.
- 02
The systems that run after a visit decide whether the visit was worth anything.
- 03
Promotional activity belongs inside the experience rather than beside it.
- 04
Connected systems are scoped as one engagement, because that is how they fail or hold.
What we built
- Rebuilt Shopify storefront
- Digital experience improvements
- CRM infrastructure
- Email flows
- Lifecycle communication
- Promotional flows
- Post-purchase touchpoints
Platform context
- Shopify
- The commerce platform the storefront was rebuilt on.
- CRM infrastructure
- The customer record the storefront and the communication layer both read from.
- Email & lifecycle systems
- The delivery layer carrying lifecycle, promotional and post-purchase communication.
Named because they are verified for this engagement. Not every component was custom-built software.
How we approach commerce work
We treat commerce work as a system with a customer moving through it, not as a set of pages to be redesigned. The storefront is where that becomes visible; the CRM and lifecycle layers are where it either continues or stops.
The finished environment
A rebuilt Shopify storefront supported by CRM, email, lifecycle and promotional flows designed as parts of the same customer environment.
The customer-facing website and the systems surrounding it became parts of one connected digital environment rather than separate workstreams.
No numerical performance claim is attached to this project, because none has been verified for publication. Where we hold measured figures, they are published as case studies with the measurement behind them.
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