Client
A Dubai-based luxury re-commerce platform operating across the Middle East, The Luxury Closet
Digital FRK worked with The Luxury Closet, a Dubai-based luxury re-commerce platform, to turn a CRM that was configured once and never meaningfully used into a revenue system: a rebuilt data model, full lifecycle automation and seller and buyer segmentation. The result: $0 → 7 figures in monthly recurring revenue from existing customers within the first year of the system going live.
- Client: The Luxury Closet
- Region: Middle East
- Built: CRM, lifecycle automation, reporting
- 40%+ improvement in repeat purchase rate within 6 months
The Situation
The business had a growing customer database, a functioning e-commerce operation, and a CRM tool configured once and never meaningfully used. Repeat purchase rates were low, customer lifetime value was not tracked, and the team had no systematic way of reaching lapsed customers. Revenue from the existing customer base was effectively zero. All growth was coming from paid acquisition at rising CPAs.
What changed in the CRM system?
- CRM configured oncenever meaningfully used
- Low repeat purchase rateslifetime value not tracked
- No way to reach lapsed customersno systematic process
- Growth from paid acquisitionat rising CPAs
- Unified customer profilespurchase event tracking
- Lifecycle automationwelcome to win-back
- CRM as a revenue engineearning from existing customers
- Seller and buyer segmentscategory, price tier, recency
- Weekly CRM revenue attributioncohort-level retention tracking
Summary: the business already had customers and a CRM tool, but nothing was working the existing customer base. The system rebuilt the data model, automated the lifecycle and measured CRM revenue every week.
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What We Built
- Audited the existing CRM and rebuilt the data model from scratch: unified customer profiles, purchase event tracking, and behavioural segmentation
- Designed a full lifecycle automation system: welcome series, post-purchase flows, category-interest triggers, lapse detection, and win-back sequences
- Implemented a seller and buyer segmentation model unique to the re-commerce business model: personalisation by item category, price tier, and purchase recency
- Built a reporting layer with weekly CRM revenue attribution and cohort-level retention tracking
- Trained the internal marketing team and handed over full documentation for ongoing operation
The Results
Which services delivered this?
- CRM setup and marketing automationLifecycle journeys that earn repeat revenue
- Email, SMS and WhatsApp marketingSegmented flows on the WhatsApp Business API, email and SMS
- Analytics and attributionGA4, CRM and ad data you can trust
- Repeat purchase and retentionFor e-commerce brands whose customers buy once
Frequently asked questions
What did Digital FRK build for The Luxury Closet?
A rebuilt CRM data model with unified customer profiles, purchase event tracking and behavioural segmentation; a full lifecycle automation system with a welcome series, post-purchase flows, category-interest triggers, lapse detection and win-back sequences; a seller and buyer segmentation model; and a reporting layer with weekly CRM revenue attribution and cohort-level retention tracking. The internal team was trained and given full documentation.
What results did the CRM system deliver?
$0 → 7 figures in monthly recurring revenue from existing customers within the first year of the system going live, and a 40%+ improvement in repeat purchase rate within 6 months of lifecycle flows activating.
Can Digital FRK build a similar CRM system for my business?
Yes. We build CRM and lifecycle systems for growth-stage brands on platforms like HubSpot and Klaviyo, around the tools you already have. Results depend on your business, so a free 30-minute strategy call is the best place to start.
Book your free 30-min strategy call
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