Client Overview

Gazzelle.ro is a premier Romanian DTC fashion brand specializing in handcrafted, custom-made 100% natural leather footwear and accessories for women. Operating from its dedicated atelier in Romania, the brand distinguishes itself by offering customers over 150 colors and leather textures, allowing every buyer to tailor shoes to their personal style and exact sizing needs. Gazzelle serves two primary customer personas: active professional women seeking maximum comfort and unique designs, and fashion enthusiasts looking for bespoke elegance, personalized shopping experiences, and matching shoe-and-bag sets.

Challenges

Prior to initiating the project, Gazzelle.ro faced operational and digital marketing bottlenecks common among growing eCommerce stores:

• Uncaptured Traffic & High Acquisition Costs: Significant ad spend was directed toward driving traffic, but without a dedicated capture system, most browsing visitors left the site without converting or joining an owned subscriber list.
• Revenue Leakage from Abandonment: Prospects frequently left during product browsing, cart creation, or final checkout without receiving targeted re-engagement communications.
• Absence of Automated Lifecycle Workflows: The store lacked structured behavioral triggers to systematically educate new subscribers, convey the brand’s unique artisan heritage, and incentivize initial orders.
• Deliverability Infrastructure: Technical domain setup required optimization to ensure high inbox placement rates and prevent marketing communications from landing in spam folders.

Phase 1: Foundational Email Marketing Automation

To resolve these challenges, eCommerce Today implemented a comprehensive email automation setup integrated with Shopify and top-tier EMSP platforms such as Klaviyo, Omnisend, Brevo, and theMarketer.

The implementation encompassed the following core milestones:

• Technical Integration & Domain Authentication: Successfully connected the eCommerce platform with the chosen EMSP and executed complete DNS domain authentication to secure optimal inbox delivery.
• Automation Blueprint & Strategy: Authored a detailed strategic document specifying triggers, audience filters, time delays, and conversion objectives for every sequence.
• Lead Capture Systems: Built and deployed two optimized subscription popups (one tailored for Desktop and one for Mobile) to convert unknown traffic into active subscribers.
• 4 Core Behavioral Automation Flows (17 Strategic Emails Total):
• Newsletter / Welcome Flow (3 Emails): Introduces new subscribers to the brand’s story, highlights the custom leather craft process, and guides them toward their first purchase.
• Browse Abandonment Flow (2 Emails): Re-engages visitors who viewed specific footwear models without adding them to the cart, providing product benefits and social proof.
• Cart Abandonment Flow (2 Emails): Targets users who added products to their cart, eliminating purchase barriers and bringing them back to complete their order.
• Checkout Abandonment Flow (3 Emails): Addresses users who initiated checkout but stopped short of payment, leveraging incentive strategies to finalize sales.
• Copywriting, Design & Banners: Created high-converting copy and custom graphic banners reflecting Gazzelle’s artisan brand identity.
• Testing, QA & Training: Conducted end-to-end trigger validation and delivered a screen-share handover session for internal team management.

Phase 2: Strategic Growth Gameplan & Advanced Scaling

Following the launch of the foundational infrastructure, eCommerce Today delivered a complementary Strategic Audit & Growth Gameplan valued at €750. This roadmap outlined actionable next steps to scale Gazzelle’s customer lifetime value (LTV) and digital presence:

• Advanced Email Expansion: Recommendations for post-purchase review generation flows, shoe care educational series, and advanced audience segmentation based on leather preferences.
• Conversion Rate Optimization (CRO): UX and interface suggestions to streamline the custom footwear configuration process on the store
• SEO Strategy: Keyword targeting and content structuring recommendations to improve organic search visibility for handcrafted footwear

Implemented Functionalities & Strategic Focus Areas

• E-Commerce & EMSP Data Sync: Full synchronization between Shopify and Klaviyo tracking customer events, cart additions, and order status.
• Technical Deliverability Architecture: DNS, SPF, and DKIM configuration to protect domain reputation and maximize inbox placement.
• Subscriber Capture Mechanics: Responsive popup units on Desktop and Mobile designed for high conversion and minimal user friction.
• Behavioral Messaging Sequences: Fully automated email flows triggered by real-time user behavior across all stage abandonments.
• Bespoke Copywriting & Visual Design: Customized visual banners and messaging tailored to emphasize 100% natural leather quality, local Romanian craftsmanship, and 150+ color options.

Conclusion

Through this initiative, Gazzelle.ro established an automated sales and retention engine that captures lost intent and nurtures subscriber relationships around the clock. By systematically addressing every stage of customer abandonment and showcasing its unique artisan story, Gazzelle has built a sustainable foundation to grow direct sales, reduce paid ad dependency, and scale its brand presence across Romania.