Kirna Zabete

Enhancing Omni-Channel Experience + CRM

Challenge

As a luxury fashion retailer with a distinct point of view and discerning clientele, Kirna Zabete needed to modernize its customer experience without compromising brand identity. The team faced challenges across multiple fronts: siloed digital operations, fragmented customer data, and an underleveraged CRM. With increasing demand for seamless online to in-store experiences, the brand sought to elevate customer engagement, drive operational efficiency, and unlock more revenue through smarter lifecycle marketing and better technology integration.

Solution

Owned and optimized the CRM and lifecycle email strategy, launching automated flows to increase engagement and revenue.
Improved segmentation, A/B testing, and behavioral triggers to position email as the top owned revenue channel.
Implemented key UX improvements such as buy online pick up in store (BOPIS), seamless inventory integration, live chat, and flexible payment solutions were introduced alongside backend inventory integration.
Operational workflows were restructured to unify digital and in-store fulfillment, streamline product management, and reduce customer support response times.
Collaboration with digital agencies ensured targeting strategies were tightened and data capture optimized to better serve high-value customers.

Results

Elevated email to the top-performing owned revenue channel through automation, segmentation, and lifecycle flows
Increased customer engagement and retention with behavior-based email strategies
Improved user experience across the site, leading to higher satisfaction and smoother transactions
Reduced customer service response times by streamlining support and fulfillment workflows
Strengthened brand loyalty and engagement through refined digital marketing and omnichannel enhancements

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