Matt Taylor Wines had built a strong and highly engaged audience, particularly around seasonal releases.
With the Spring Release approaching, the opportunity was to translate that demand into a more coordinated, conversion-focused experience. While the key pieces were in place, they weren’t yet fully aligned to support the scale and timing of a high-impact release.
Audience data, lifecycle communication, and the purchase journey operated effectively on their own, but lacked the structure to consistently guide customers from interest to purchase. The focus was on bringing these elements together into a system that could better capture attention, support engagement, and convert demand at a critical moment.
Reworked Klaviyo lists and segmentation to create a cleaner, more reliable foundation. Executed an opt-in recovery campaign to re-engage legacy contacts and ensure compliance while improving overall audience quality.
Built a structured lifecycle system to support the full customer journey (including welcome, release announcement, and post-purchase flows) ensuring consistent communication before, during, and after the release.
Upgraded the Shopify theme and enhanced product pages to improve clarity and usability. Implemented bundle functionality and supporting UX to better align with how customers engage during release periods.
Developed dedicated landing pages for the Spring Release preview and bundle offerings, along with a media and reviews page to highlight third-party validation and support conversion through credibility.
A coordinated set of touchpoints supporting the full release journey—aligning lifecycle marketing, content, and commerce into a system designed to convert demand at the right moment.
A coordinated system across Shopify and Klaviyo, designed to support the Spring Release, connect the customer journey, and convert demand at the right moment.
The result was a more coordinated and conversion-focused digital system that better captured existing demand, improved audience quality, and created a more structured path from engagement to purchase.
The results reflect what happens when audience quality, communication timing, and purchase experience are all aligned, not just individually functional, but working as a system.
The metrics below reflect the same audience across four releases. The real difference is the system running underneath.
A highly engaged audience is an asset, but only if the system around it is built to convert. This result was built on structural improvements to audience quality, lifecycle communication, and the purchase experience working together as a system that was not just individually functional, but aligned.
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