Glass Atlas began by establishing a six-month roadmap focused on the opportunities most likely to create immediate commercial value. The programme was scheduled to finish well ahead of Black Friday, giving the team time to embed the new approach before its most important trading period.

The first priority was to move CRM beyond campaign-led activity. A core suite of automated lifecycle flows created a more consistent source of always-on revenue and provided a framework that Wholesale Domestic could continue to expand. We also introduced SMS as part of the same customer journey, rather than as a standalone channel, allowing email and mobile communications to work together more effectively.

Our programme also addressed the data and operational foundations behind the channel. We integrated ERP data with Klaviyo, bringing offline trade revenue into the performance picture for the first time. Deliverability considerations informed segmentation, data capture, content and campaign planning throughout.

Alongside delivery, working sessions, training and practical exercises helped the Wholesale Domestic team build its confidence using Klaviyo. This ensured the programme created internal capability as well as short-term performance improvements.