GARAGE PROJECT
BUILDING STRATEGIC EDM WORKFLOWS TO DRIVE CUSTOMER LIFETIME VALUE.
EDM Design · Web Design · Digital Merchandising
KEY INFO
As the E-Commerce Specialist at Garage Project, I focused on enhancing the Australian web store and Fresh Club subscription campaign through data-driven EDM strategies and automated email flows, driving user engagement and customer lifetime value.
I prioritised website usability, redesigning the Shopify store with micro-interactions and a restructured sitemap, and developing branded assets in Figma and Canva to streamline content creation and ensure consistency across campaigns.
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My Role: E-Commerce Specialist.
Team: Myself, the Operations Coordinator, and the NZ Digital Team.
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Increased Fresh Club subscriptions by 20% over six months, reinforcing the value of continuous optimisation.
Gained key insights into A/B testing, performance analytics, and the role of a cohesive digital experience in customer acquisition.
Boosted customer engagement by 30% and increased sales through optimising data-driven EDM campaigns, streamlining content creation and restructuring the site map of the e-commerce platform.
KEY QUESTIONS & STRATEGY
The goal was to elevate customer engagement, improve conversion rates of Fresh Club Subscription, and streamline internal processes. The focus was on email marketing performance, Shopify usability, and customer retention.
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How can we streamline the Fresh Club subscription experience for users on Shopify?
How can we align the Australian digital marketing strategy with the brand while maintaining independence from the NZ head office?
What content resonates most with our customer base? -
Conducted A/B testing on key interactions, page layouts, and promotional messaging to optimise usability.
Designed unique templates and workflows to suit Australian marketing goals while staying consistent with overall brand guidelines.
Collaborated with the NZ Digital team to plan customer segmentation and optimise email and app triggers through continuous testing.
KEY DELIVERABLES
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Developed Klaviyo templates, and custom sections with user-focused email layout to boost user engagement and promote brand communication.
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Prioritised micro-interactions and restructured the Shopify sitemap to improve usability and creating a cohesive cross-platform customer journey
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Developed and optimised data driven email flows, automated triggers and refined strategic definitions of audience segmentation to drive measurable increases in product sales and new subscribers.
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Designed accessible templates in Figma and Canva, with assets aligned to brand guidelines, streamlining content creation, digital merchandising and ensuring consistency across campaigns.
OUTCOME
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Achieved a 20% increase in Fresh Club subscribers over 6 months through strategic campaigns based on distinct user segmentation, growing subscriber acquisition and buy-back rates.
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Restructured the Shopify sitemap and prioritised micro-interactions, significantly improving the overall shopping journey with a smoother, more intuitive navigation experience.
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Optimised email flows and conducted A/B testing in Klaviyo, resulting in a 30% increase in customer engagement (open and click-through rates) and a significant boost in targeted sales compared to the previous year.
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Centralised and maintained brand assets and templates across Shopify, Klaviyo, Canva, and Figma, streamlining internal workflows and enhancing cross-platform consistency for greater operational efficiency.
WHAT DID WE LEARN?
By optimising email flows, enhancing website performance, and leveraging data-driven insights, we learned the impact of A/B testing in refining marketing strategies, the importance of performance analytics in driving informed decisions, and how a cohesive digital experience directly influences customer acquisition.
Garage Project Australia now operates with a streamlined e-commerce platform designed to support growth and build customer loyalty.
Thank you for exploring my digital strategy journey with Garage Project.
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