From a 22% to 41% repeat rate in 6 months.

The problem

Everloom had healthy top-of-funnel but retention was collapsing. Their dashboards said one thing, their ESP another, and finance a third. Nobody could answer a basic question: how many customers bought twice within 90 days?

The underlying cause was not creative or offer strategy. It was that the customer record was scattered across four systems with no shared identity, so every segment was an approximation and every result was unprovable.

What we found in the audit

• 31% of orders could not be joined to a marketing profile because guest checkout was not resolving to email.
• Product taxonomy in the ESP did not match the catalogue, so category flows targeted the wrong people.
• Three overlapping winback flows were competing for the same audience.
• No suppression logic, so the highest-value cohort received the heaviest discount pressure.

What we built

• Unified event schema across web, POS and support.
• Identity resolution on top of Snowflake, with guest orders stitched at 94% coverage.
• Six lifecycle programs versioned in git, each with an owner and a success metric.
• A tiered membership that used status and access, not discounts.

The hard call

We removed the sitewide 10% welcome discount. Short-term first-order conversion dipped by roughly 4% for five weeks. Contribution margin per new customer rose immediately, and the cohorts acquired without a discount repeated at nearly double the rate of discounted cohorts.

The result

In 6 months, repeat rate nearly doubled and email became the second-largest revenue channel. More importantly, the in-house team can now query the same numbers we do.

"Loiale operates like an internal team. They ship faster than agencies and think longer than freelancers."– Head of Growth, Everloom