Case Study: Lifecycle System Setup for Bright Brew

Brand Overview:
Bright Brew is a direct-to-consumer specialty coffee brand offering ethically sourced beans, instant specialty coffee packs, and a brand new subscription program.
Before we stepped in, most of their revenue came from one-time buyers, with little retention strategy and no structured lifecycle flows in Klaviyo.

Our goal:
Our client trusted us to design and implement a full customer lifecycle system, from acquisition to win-back, that grows LTV and pushes buyers toward repeated purchase, engagement and subscription.

How we built:
We segmented the process into multiple stages:
Acquisition → Nurture → Purchase → Loyalty → Win-Back

1. ACQUISITION: Turn traffic into leads

Goals:
- Capture new visitors with a clean, compelling offer
- Introduce the brand story quickly
- Segment leads by interest (beans vs instant vs equipment)

What we built:
- Pop-up system (desktop + mobile)
- Quiz setup + Pre-purchase quiz flow
- Lead magnet PDF

2. NURTURE: Turn cold leads into excited first-time buyers
Goals:
- Build trust fast
- Show the product in context (morning rituals, behind the brand)
- Educate without overwhelming

What we built:
- 5-email Welcome Flow
- Brand story + mission
- Founder’s personal letter
- Product education (beans vs instant)
- New customer offer
- Taste Profile Recommendation Email
- Dynamic blocks showing recommended blends per quiz result.

3. PURCHASE: Reinforce the decision + increase AOV
Goals:
- Guide new customers to the best first purchase
- Introduce subscription without pressure
- Remove friction around product choice

What we built:
- Abandoned Cart Flow
4-email sequence with social proof + product comparison.
- Browse Abandonment Flow
- “Build Your Ritual” bundle email
Encourages bundle purchase (beans + instant packs)

4. LOYALTY: Turn first-time buyers into repeat customers

Goals:
- Educate customers on how to use and enjoy the product
- Create moments that encourage second purchase
- Introduce subscription benefits

What we built:
- Post-Purchase Flow (5 emails)
- Order confirmation (branded)
- Brewing guide (dynamic based on product)
- Subscription education
- “Meet the farmers” ethical sourcing spotlight
- Review request
- Loyalty program invite

Loyalty Program Setup
Points for:
- Purchases
- Social follows
- Reviews
- Anniversary emails

5. WIN-BACK: Revive silent customers before they churn

Goals:
- Detect customers at risk
- Offer a personalized incentive
- Re-engage subscribers who cancelled

What we built:
- Customer Win-Back Flow
- Cancelled Subscriber Win-Back