Bloom had gone viral through paid media and affiliates. Retention had not kept pace. Email and SMS leaned on broadcasts, automation was minimal, and segmentation was generic. Lifecycle revenue sat in the single digits as a percentage of total. The business was acquiring customers it was not keeping.

Seven DTC home and lifestyle brands under one parent company, each with its own creative voice. Email campaigns were visually attractive but not functional or optimized. CTR averaged 1%, web sessions from email were low, and there was no shared testing infrastructure across the portfolio. Optimizing each brand independently would have created operational chaos with zero shared learning velocity.

Browse and cart abandonment flows were strong revenue sources, but they only captured visitors who had clicked on specific products. A large group of engaged users (people who interacted with emails, visited the site repeatedly, but never clicked into a specific product) were falling through every existing trigger. They were not entering any flow, receiving no personalized touch, and at real risk of churning without ever converting.