A discount is the easiest thing to send and the hardest thing to compound. What we built for Moonglow was a retention program that returned to the reason the customer bought in the first place, and let the loyalty tier and the second gift do the compounding.
Danielle Schermerhorn
Co-founder and CEO, Moonglow Jewelry
BUILT WITH
A discount is the easiest thing to send and the hardest thing to compound. What we built for Moonglow was a retention program that returned to the reason the customer bought in the first place, and let the loyalty tier and the second gift do the compounding.
Danielle Schermerhorn
Co-founder and CEO, Moonglow Jewelry
BUILT WITH
It is the first week of October. A customer opens an Attentive text on a Friday afternoon and reads a sentence about how the full moon on Saturday will look from a beach she is driving to that weekend. There is no discount code. There is a keepsake, and there is a reason it belongs to that seasonal moment. She taps the link. The retention program that sent the message is the same one that will remember what she bought when the next moon phase comes around.
It is the first week of October. A customer opens an Attentive text on a Friday afternoon and reads a sentence about how the full moon on Saturday will look from a beach she is driving to that weekend. There is no discount code. There is a keepsake, and there is a reason it belongs to that seasonal moment. She taps the link. The retention program that sent the message is the same one that will remember what she bought when the next moon phase comes around.
The situation, told plainly
Moonglow had recently moved its lifecycle program to a new platform and it was underperforming. Content was generic and out of the box, cadence was inconsistent, and the program leaned heavily on constant discounting. The brand's most powerful asset, its emotionally resonant moon phase and birth date story, was missing from the experience. The audience that was already returning for a second gift and a seasonal moment was being spoken to as though they had never heard of the brand.
The picture was a retention program that ran on story rather than on codes. Emails and texts that named a moon phase, a birthday, an anniversary, a mother, a memory. A flow structure that recognized the second gift and the seasonal moment before the customer had to ask. Loyalty and review programs wired into the same account so the loyalty tier compounded across purchase, review, and referral. A design system that let the brand look and sound like itself in every send, which then seeded a full rebrand and a faster storefront. A program the client did not have to run, delivered as a fully managed, white glove service.
The situation, told plainly
Moonglow had recently moved its lifecycle program to a new platform and it was underperforming. Content was generic and out of the box, cadence was inconsistent, and the program leaned heavily on constant discounting. The brand's most powerful asset, its emotionally resonant moon phase and birth date story, was missing from the experience. The audience that was already returning for a second gift and a seasonal moment was being spoken to as though they had never heard of the brand.
The picture was a retention program that ran on story rather than on codes. Emails and texts that named a moon phase, a birthday, an anniversary, a mother, a memory. A flow structure that recognized the second gift and the seasonal moment before the customer had to ask. Loyalty and review programs wired into the same account so the loyalty tier compounded across purchase, review, and referral. A design system that let the brand look and sound like itself in every send, which then seeded a full rebrand and a faster storefront. A program the client did not have to run, delivered as a fully managed, white glove service.
How the program was rebuilt
The rebuild sat on Shopify with Attentive and Klaviyo for email and SMS, Triplewhale for measurement, and a bespoke design system for the sends, and it is operated end to end as a done for you service.
The platform migration was advised and executed, and the review, loyalty, and Q and A experiences were custom styled rather than dropped in as defaults. A post purchase email and SMS sequence was tuned to the gifting lifecycle, because a keepsake is often opened by someone who is not the buyer and the review moment lands on a different clock. Q and A answers were published on product pages so pre purchase hesitation turned into public proof. NPS captured sentiment at scale and fed Google Seller Ratings, so the stars on a paid listing matched the stars on the product page. Loyalty and rewards issued points for purchases, reviews, and social engagement, and the loyalty tier structure recognized the second gift and the seasonal moment as they arrived. Campaign copy left the discount code behind and returned to the moon phase, the birth date, and the memory the pendant carried. Program spend fell as the design system replaced the discount as the reason to open. The work then became the seed of the rebrand and the faster storefront that followed.
How the program was rebuilt
The rebuild sat on Shopify with Attentive and Klaviyo for email and SMS, Triplewhale for measurement, and a bespoke design system for the sends, and it is operated end to end as a done for you service.
The platform migration was advised and executed, and the review, loyalty, and Q and A experiences were custom styled rather than dropped in as defaults. A post purchase email and SMS sequence was tuned to the gifting lifecycle, because a keepsake is often opened by someone who is not the buyer and the review moment lands on a different clock. Q and A answers were published on product pages so pre purchase hesitation turned into public proof. NPS captured sentiment at scale and fed Google Seller Ratings, so the stars on a paid listing matched the stars on the product page. Loyalty and rewards issued points for purchases, reviews, and social engagement, and the loyalty tier structure recognized the second gift and the seasonal moment as they arrived. Campaign copy left the discount code behind and returned to the moon phase, the birth date, and the memory the pendant carried. Program spend fell as the design system replaced the discount as the reason to open. The work then became the seed of the rebrand and the faster storefront that followed.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
