Example scenario · Sports brand
Launching in six weeks. With nothing in place to catch the demand.
A new running and training apparel brand had the kit, the athletes and a launch date. It didn't have a way to turn launch buzz into a waitlist, first orders and repeat customers, or to manage the running shops and clubs asking to stock the range.
An example scenario based on situations we see often. Details are representative, not a specific client.
Photo from Unsplash
The situation
Where they started.
The founders had raised to launch a range of running and training kit. Athletes, run clubs and a launch event were lined up, and the Shopify store was nearly ready.
Everything around the store was a set of disconnected tools: a waitlist form, an email tool, a spreadsheet of stockist and club enquiries, and DMs answered from personal phones. There was no single view of a customer, and no plan for the second order.
The problem
What it was costing them.
6 tools, each doing one job, with nothing making sure they agreed. These are the places things slipped.
Interest from athletes, press and run clubs with no waitlist journey to capture it.
Running shops asking to stock the range, followed up when someone remembered.
Customer questions scattered across the founders' accounts.
Nothing in place to bring first time customers back.
What we did
Strategy first. Then the build.
Planned the launch sequence from first teaser to the end of launch week
Segmented the audience: waitlist, first customers, club members, stockists and press
Wrote the launch emails and texts in the brand's voice
Designed the post purchase journey to earn reviews and second orders
A waitlist page and launch landing pages, feeding segmented lists.
Email and SMS campaigns timed to launch day, with early access for the waitlist.
Orders and abandoned checkouts trigger follow ups and post purchase journeys.
Enquiries from running shops and clubs tracked from first contact to reorder, with terms and line sheets sent automatically.
Instagram and Facebook messages answered from one inbox, and review requests sent after delivery.
The system
What the team sees every morning.
One pipeline, updated by the system as things happen. New enquiries arrive, follow ups go out and deals move on without anyone copying data between tools.
Swipe to see the whole pipeline.
Illustrative screen with invented companies and figures.
How it came together
From review to a system that runs.
We looked at every tool, every journey and where things were getting lost.
A working session with the leadership team to agree the plan and the priorities.
We built the launch system, connected Shopify and imported the waitlist, stockist and club enquiries.
Short sessions for each team, then a phased switch over so nobody lost a day.
Monthly check ins to refine journeys, reports and campaigns as the company grows.
What changes
Before, and after.
FAQ
Questions about this kind of build.
Yes. Afoofa connects to Shopify, so orders and abandoned checkouts can trigger follow ups, post purchase journeys and review requests.
Sound familiar? Let's fix it properly.
Tell us what's going on in your business. If we're a good fit, we'll show you exactly what we'd build.
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