We Started by Listening to the Data — Not Guessing
Before touching a single flow, we ran a deep audit of Auro Wellness’ owned
channels. We wanted to understand not just what was being communicated,
but to whom, when, and why.
One Message, Two
Audiences
Auro Wellness runs two distinct product lines — skincare and wellness — but both were receiving the exact same generic communication. Customers of one line simply weren’t being spoken to.
Surface-Level
Segmentation
Existing flows didn’t differentiate by behavior, purchase stage, or product category. Every user received the same journey, regardless of where they stood with the brand.
High-Impact Moments
Left on the Table
Key points in the customer journey — first purchase, repeat purchase, churn risk — had real potential for a stronger, more targeted message, but weren’t being treated with that intent.
From a Generic Broadcast to a
Personalized Conversation
We Connected the Data
We integrated Shopify customer data with Klaviyo to build a unified view of each customer’s behavior: what they bought, when, and how often.
We Segmented by Behavior and Product
We split the audience by purchase stage and product category — separating skincare and wellness communication for the first time. Each segment began receiving messaging built specifically around its purchase intent.
We Redesigned the Messaging
We built more direct, on-brand communication, moving away from generic copy toward category- and moment-specific messages aligned with Auro Wellness’ voice.
We Automated the Moments That Matter Most
We identified the highest-impact stages of the customer journey — first purchase, repeat purchase, reactivation — and designed automated flows to deliver the right message at exactly the right moment.