The Conran Shop

The challenge

The migration had a fixed exit date from the legacy platform and took place during one of the busiest periods in the retail calendar.

There was no room for email downtime. The new platform needed to be configured, tested and ready to support ongoing campaigns and automated customer journeys while the wider brand and website transformation was happening in parallel.

The project also required the email infrastructure to work across two e-commerce platforms, initially integrating Klaviyo with Magento before transitioning to Shopify following the website launch.

The approach

I led the migration from Ometria to Klaviyo, managing the content, creative and customer journey elements of the transition alongside the technical implementation.

A key priority was building a new suite of automated email flows from the ground up. I developed the email copy and designed the new templates, while also building and configuring the flows to ensure customers received the right communications based on their behaviour and audience segment.

I also managed the domain warm-up process through carefully planned and segmented batch sends. This helped protect sender reputation and minimise the risk of deliverability issues during the migration.

What I delivered

• Led the Ometria → Klaviyo ESP migration

• Developed the new email strategy and customer journeys

• Created and designed new email templates

• Wrote email campaign and automated flow copy

• Built and configured automated email flows

• Managed audience segmentation

• Managed domain warm-up and deliverability

• Coordinated the Magento integration

• Transitioned the ESP integration from Magento to Shopify

• Supported the migration alongside The Conran Shop's wider rebrand and website launch

The results

The successful migration established email as one of The Conran Shop's strongest digital channels.

21.8%
of total users driven by email

19.6%
of total revenue generated by email

20%
of total conversions attributed to email

39.3%
email revenue contribution — above the peer range of 18.3%–36.8%

Email became The Conran Shop's second best-performing channel, demonstrating the commercial impact of the new CRM infrastructure and automated customer journeys.

The impact

The migration delivered a seamless transition between platforms during a critical trading period, while simultaneously laying stronger foundations for The Conran Shop's future CRM activity.

By combining strategy, technical implementation, audience segmentation, creative and copy, the project transformed email from a legacy channel into a significant driver of traffic, conversions and revenue.

A complex CRM migration, delivered without disrupting the customer experience — and with email emerging as one of the brand's most valuable digital channels.