Building a loyalty programme that drives retention, not discounts
An established tiered programme was rewarding markdown-heavy, high-returning customers. Rebuilding it around repeat purchase, engagement and profitability rather than points and discounts.
Reframing Black Friday around the customer journey
Peak was being run as a send calendar. Rebuilding it as one connected journey — capturing intent before the event, letting behaviour drive what happened during it, and turning Peak buyers into repeat customers afterwards.
Turning CRM automation into a dynamic lifecycle strategy
Dozens of journeys, each built and measured on its own. Connecting onboarding, retention, lapse prevention and reactivation into one decisioning system that responds to the individual customer rather than the calendar.
Growing CRM revenue without sending more
More traffic wasn't turning into more revenue. Layering engagement, value, affinity, intent and propensity onto audience selection until CRM decided who was worth contacting — and when not to contact them at all.