An engagement for a DIY start-up with a strong brand identity, whose growth rested almost entirely on a single best-seller. The challenge: reduce that dependency, widen the revenue base and build a more robust model.
The real challenge: turning a product success into a durable growth model.
A product driving most of the sales is less a success than an alarm signal: the site can no longer tell the story of the offer.
The question wasn't how to sell the best-seller better, but why the rest of the catalogue never reached the customer.
Rebuild the site structure so that, for the first time, customers can grasp everything the brand offers, not just the icon and the best-sellers.
Drop the generalist message for marketing built on a few identified personas, with campaigns rewritten end to end.
Turn behavioural analysis into a decision tool: what fills baskets, what precedes churn, what actually produces margin.
A technical foundation that's faster, more stable, and simpler to evolve over time.
Modernizing the purchase journey to better reflect the brand's creative identity.
A clearer catalog hierarchy, organized around thematic worlds rather than a single dominant product.
Product recommendations designed to expand the basket beyond the best-seller.
Customer base segmentation, automated scenarios, and reactivation of dormant customers.
Bundles designed to showcase the rest of the catalog and reduce dependency on the flagship product.
A faster, clearer and more efficient platform
Simplified architecture, smoother navigation and a markedly better buying experience.
Conversion relaunched, especially on mobile
Optimised journeys, less friction and better use of existing traffic.
Dependency on the best-seller sharply reduced
New categories and new revenue drivers progressively established.
CRM turned into a genuine growth engine
Automation, loyalty and reactivation structured to grow customer value over time.
Escaping a product dependency means accepting, for a few months, doing less well on what already worked.
A full rebuild ties up a small team for months, where targeted optimisations would have produced visible gains straight away.
Rebuild entirely on Shopify, because a faster and more flexible base was the precondition for everything else, not one more project on the pile.
The natural reflex was to invest in the product that already converted best: that's where every acquisition euro paid back fastest.
Redirect the effort towards the rest of the catalogue, accepting a slower return, to leave a model exposed to the performance of a single reference.
Moving from a broad message to a few personas means knowingly giving up part of the volume and the reach of campaigns.
Own a narrower but truer targeting: more profitable, and closer to what the brand genuinely does well.
