Launching Loyalty & LTV optimisation plan
Loyalty Programme
Platform migration
Email & SMS
Customer Journey
TLDR;
In eight weeks, we helped Represent migrate their entire CRM stack to Ometria, correcting legacy data errors and upgrading their tech infrastructure — including loyalty, SMS, back-in-stock, and wishlist — without disrupting peak trading performance. The migration achieved 98% inbox placement using a dedicated IP, improved sender reputation, and delivered a 6-month best practice customer engagement programme. Represent is now positioned to maximise LTV and scale cross-channel automation into their next phase of growth.
Key objectives
Launch and Optimise the Loyalty Programme:
Create a structured loyalty initiative that drives repeat purchases and customer retention.
Ensure the programme’s seamless integration into Represent’s new Ometria CRM structure
Migrate and Upgrade the CRM Stack:
Transition Represent from their legacy CRM infrastructure to Ometria within a strict 8-week deadline.
Ensure zero performance downtime throughout the migration to protect BAU revenue.
Optimise Data Integrity and Deliverability:
Correct legacy data errors and clean the migration dataset.
Achieve best-in-class inbox placement through a structured IP warm-up strategy.
Build a Customer Engagement Foundation:
Develop a 6-month customer strategy focused on LTV optimisation.
Equip the business with the tools and segmentation needed to drive repeat purchase and lifetime spend.
The approach
. Platform Migration and Onboarding
Acted as a dedicated Ometria onboarding consultant, managing the full technical transition end-to-end.
Corrected data errors and severed legacy data connections, causing downstream CRM issues.
Migrated the full tech stack, including loyalty, back-in-stock, wishlist, and SMS integrations.
Completed all migration activity within the 8-week deadline to protect peak trading performance.
Deliverability and IP Warm-Up
Tactically segmented the migrated dataset to identify the most engaged audiences for warm-up sends.
Delivered a structured IP warm-up using a dedicated IP address to build sender reputation from a clean baseline.
Improved inbox placement from a compromised starting position to 98%.
Removed spam triggers and resolved technical sending issues inherited from the legacy stack.
Customer Engagement Programme
Diagnosed LTV gaps and built a roadmap prioritising quick wins alongside longer-term retention initiatives, along with increasing opt-in rates using Attentive pop-ups
Optimised campaign templates with predictive engines to increase email engagement click rate.
Created six-monthly customer strategies covering segmentation, lifecycle targeting, and campaign optimisation.
Laid the foundation for cross-channel automation expansion, with Part 2 focused on a 4x increase in automation volume.
The Results
Represent's CRM infrastructure is now built on a stable, scalable foundation — with measurable improvements across deliverability, data quality, and customer engagement.
Flawless Migration: Full platform and tech stack migration completed within an 8-week deadline, with zero BAU downtime.
Inbox Placement: 99% inbox placement achieved using a dedicated IP, up from a compromised baseline.
Improved Sender Reputation: Structured warm-up and segmentation delivered a clean, credible sending identity.
Customer Strategy: A 6-month best practice engagement programme delivered to optimise LTV across the existing customer base, including Back in stock, Welcome pop-ups using Attentive and a lifestage map
Inbox placement rate
99%
Tech integrations migrated
4
Click rate increase
+30%
Conclusion
By combining technical CRM expertise with a commercially focused customer strategy, we gave Represent the infrastructure and insight needed to grow. The migration removed the barriers holding back their LTV initiatives, and the engagement programme gave the team a clear playbook for driving repeat purchase and lifetime spend. Part 2 will cover the performance uplift delivered through a significant expansion of cross-channel automations.
“
Sarah has been instrumental in assisting us re-platforming onto our new CRM programme, Ometria, from Klaviyo, which was an absolute success. Sarah also has offered amazing guidance and support for all throughout the year – helping to implement a solid overall CRM strategy but also designing a very intuitive and highly engaging automation strategy which has done wonders for engagement. I would undoubtedly work with Sarah again.