Oak Furniture Superstore
Case overview
The project focuses on increasing AOV and repurchase rates through customer journey automations, enriching customer profiles via surveys, and centralizing customer data to optimize channel activation and enable high-value activities.
Fact sheet:
Optimization of Growth and Martech in an Oak Furniture E-commerce Business
When we joined the project, the CRM was not integrated with the e-commerce operation. Data did not flow properly, and the system was used only sporadically—mainly for occasional campaign sends without a clear strategy. There was neither a Customer Data Platform (CDP) nor automations in place to re-engage customers or recover abandoned carts. This presented a major opportunity to improve both conversion and customer retention.
Our first step was to fully integrate the CRM system with the company's broader digital ecosystem. We collaborated with other partners to define a tracking plan that ensured data was collected and could be activated effectively. Once the information flow was secured, we designed a network of advanced automations—from onboarding flows to lead nurturing, post-purchase journeys, and abandoned cart recovery. This entire process was based on an iterative strategy of experimentation and optimization, including A/B/C testing, advanced segmentation, and dynamic personalization to improve conversion rates.
To enrich customer profiles, we used a combination of implicit profiling (based on behavior and on-site events) and explicit profiling through surveys, forms, and reviews. This enabled us to centralize and consolidate all customer data on a single platform, improving the accuracy of marketing channel activation. With this approach, we identified untapped revenue opportunities and set clear OKRs to optimize every key business metric.
One of the key success factors in the project was implementing behavior-based personalization—ensuring that each user received relevant messages tailored to their buying journey. By combining personalized communications with broader campaigns aimed at specific segments, we were able to balance trading goals and performance marketing with sustainable customer base growth.
The results were clear: we increased year-over-year growth by over 40% and multiplied the share of revenue coming from owned channels like CRM by five. Thanks to scalable platform choices and effective data centralization, the company now has a solid technological infrastructure that enables efficient and sustainable growth.
This is how we helped them.
Growth Strategy
When we started working with OFS, the company had been operating for 10 years, but its marketing processes hadn’t evolved much. By working closely with their team, we aimed to instill a culture of continuous experimentation and analysis across all their activities. This quickly helped us unlock several bottlenecks that were holding back business growth. Together with their management team, we co-created annual, quarterly, and monthly plans to keep driving growth across channels, technology, and brand.
CRM
We developed a comprehensive strategy to drive growth and improve customer engagement, fostering a culture of experimentation through coaching and ensuring data quality at every touchpoint. By integrating their CRM, Klaviyo, with multiple data sources and optimizing campaign performance, we built a complex automation network to support every stage of the customer lifecycle and effectively track revenue.
Martech
We helped them strengthen their martech and data backbone through integrations between their CRM, ERP, CDP, analytics, and data warehouse. We explored and negotiated the best martech platforms for user-generated content and reviews, and also implemented more complex integrations with other systems such as product feeds and more.