Australian Fashion Footwear Retailer Lifecycle & Automation Rebuild
Turning a slim automation suite into a lifecycle-first engine that now leads email revenue.
At a glance
A basic, foundational automation suite meant campaigns were carrying almost all of email’s conversion work, with inconsistent segmentation and no reliable audience strategy.
CRM audit · Lifecycle automation · Segmentation · Campaign strategy and execution · A/B testing · Performance reporting
Total email channel revenue up YoY on half the volume of campaign recipients, with lifecycle automations now generating the majority of email revenue for the first time.
The challenge
Customr began working with an Australian fashion footwear brand in August 2025, initially engaged to audit its email and CRM remit and identify gaps and opportunities for growth. The audit found an automation suite that was underdeveloped, with a handful of legacy automations that had been stripped back and segmentation that leaned almost entirely on broad engagement windows.
With no mature lifecycle architecture catching customers at the moment of intent, campaigns were left to do almost all of the conversion work. A year ago, less than half of total email revenue came from automations.
Our approach
Following the audit, the engagement moved from a short-term project into an ongoing retainer, with Customr driving the CRM strategy, builds and automation end-to-end.
This included:
- Building out a comprehensive lifecycle program across key customer moments
- Expanding CRM into a more omnichannel program across email, SMS and onsite experiences, including website pop-ups and behavioural capture
- Layering product and category interest over engagement-window segmentation to create more relevant, intent-led targeting
- Running a structured A/B testing program across campaigns and automations to understand what was genuinely driving stronger performance
- Holding regular performance playback sessions to keep both teams aligned on what was working, what wasn’t, and where the biggest opportunities were emerging
- Using ongoing performance analysis to continually inform the CRM roadmap, identifying opportunities for additional automations, pop-ups and SMS journeys, alongside recommendations around campaign timing, offers, creative, templates and execution
- Moving to a consistent weekly execution cadence, with Customr building, segmenting, reviewing and optimising campaigns alongside the team each week
What we uncovered
12 months into the rebuild, the lifecycle architecture has changed how the brand’s email revenue is generated, and campaigns are now doing a different job than they used to, driving awareness and interest while automations convert off the back of the behavioural signal.
Comparing H1 2026 against the same period a year prior:
- Total email revenue is up, generated from half the total campaign recipients
- Automations have gone from a minority contributor to the primary revenue driver
- The rebuilt Welcome automation has driven a x6 lift in revenue per recipient and more than x5 increase in conversion rate
- Campaign open rates are up almost +20% while click rate is up +24%, evidence customers are engaging with campaigns that resonate
The outcome
From campaign-reliant to lifecycle-led. A CRM engine built to grow.
Rather than a one-off audit, the work has become the foundation of this Australian fashion footwear brand’s ongoing CRM program. Campaigns now drive top-of-funnel awareness and interest, while the mature automation architecture converts that intent in the background, creating a more efficient and more scalable system than relying on campaigns alone.
Real projects. Real outcomes.
The data was there. The systems weren't talking to each other.
Customr rebuilt the data and technology foundations for Viktoria & Woods, unlocking personalisation, better customer visibility, and a more connected experience across online and in-store.
From our clients
Here’s what they shared about their experience working with our team.
“Working with Customr feels less like engaging consultants and more like having an extension of our own team. They have contributed meaningfully to the strategic direction of our loyalty program, while also rolling up their sleeves to help deliver it. Their ability to balance long-term vision with day-to-day execution has been instrumental in progressing our loyalty goals.”
“Customr has worked with GRB for three years as a true extension of our eCommerce and CRM team, shaping our CRM strategy, automation flows, segmentation and eDM mapping, and driving how our Loyalty Program plugs into Emarsys and our ERP. They are genuine CRM experts: experienced, practical and proactive in working towards our business goals.”
“Customr have been an invaluable partner in helping us get behind the hood of our CRM platform. Their expertise across omnichannel optimisation, tracking and reporting frameworks has given us far greater clarity and confidence in how we use CRM to drive commercial outcomes in a way that aligns with our brand and customer expectations. The team is genuinely invested in long-term success and operates as a true extension of our internal team.”
“Customr took the time to deeply understand our systems, structure and ways of working, uncovering valuable member insights through a data-led approach. Their work provided a clear roadmap for both immediate improvements and long-term growth, and they rolled up their sleeves to help execute key initiatives, bringing a truly collaborative approach throughout.”
