1. Client Overview

Rossellimac is an authorised Apple Premium Partner operating in Spain, with a network of more than 30 physical stores and a digital storefront at rossellimac.es built on Shopify Plus. The business sits in the high-consideration end of consumer electronics, works to Apple Brand Development Fund standards, and runs three configured markets (Spain retail, SMB and B2B) alongside a sister store, macnificos.com.

Rossellimac is not an online business or a retail business. It is both at once: a customer researches a MacBook on the site, reserves it, collects it from a shop in Granada, Málaga or Toledo, and returns to that shop for service. Their differentiation is not price, since Apple pricing is Apple pricing. It is certified specialists, financing, trade-in and same-day pickup. Every one of those advantages lives in the shops. Almost none of them were visible online.

As their strategic eCommerce partner, our remit covered the storefront, the theme and its integrations, the Klaviyo lifecycle programme.

2. Challenges

The brief we inherited was not a marketing brief. It was an alignment problem with four faces.

•     Online and offline told different stories. Digital revenue grew strongly while store-level records read flat, because attribution was manual and profiles were fragmented. The same person was two people to the systems.
•     The storefront could not tell the truth about stock. Where a product used Shopify’s “Continue selling when out of stock” setting, per-location inventory was invisible to the theme. A customer could not tell whether an item was ready for pickup in an hour, would ship in 24 to 48 hours, or was weeks away, and the page often implied the most optimistic answer.
•     Data reached Klaviyo late and incomplete. Batch middleware into the ERP delayed profile updates, and in-store purchases never reached the customer database at all. With 30 shops, the highest-intent audience in the business was invisible to marketing.
•     Compliance and third-party clutter. EU common-charger disclosures, energy labels and the right-of-withdrawal process all had to land inside an existing catalogue and theme, while competing financing widgets and theme quirks produced script errors and cross-sell anomalies on product pages.

Behind all of it, one commercial fact: a very large number of sessions each year reached checkout and did not complete, overwhelmingly on mobile. Nothing else we could fix was worth as much.

3. Phase 1: Stabilise the Platform, Then Make the Data Move

Phase 1 was deliberately unglamorous. Nothing downstream is worth building on a storefront that misreports availability, or a database that does not know who walked into a shop.

Rebuilding availability from the inventory up

The core engineering work was a new variant-level metafield, written by a purpose-built Shopify Flow, recording quantity per location together with a marker for continue-selling status. That gave the theme something it never had: real per-store stock and status readable anywhere, replacing the legacy quantity metafield rather than breaking the logic already depending on it.

On top of it we shipped one honest message set: pickup where the selected store holds stock, pre-order where it does not, 24 to 48 hour shipping where that is the truth. We then replicated the logic inside the pickup drawer so page and drawer can never disagree. Bulk imports, ERP stock pushes and new product creation all trigger the Flow; where no trigger can exist, the code falls back safely instead of guessing.

Attribution, compliance and the plumbing

•     Cash on Delivery was restricted to in-store pickup orders, protecting fulfilment during new product launches.
•     EU compliance was rolled out through a metafield pipeline driven by bulk catalogue tooling, with charger disclaimers and energy labels rendered dynamically rather than hand-edited into templates, alongside an end-to-end right-of-withdrawal workflow with automated customer confirmation and internal notification.
•     Payment and financing widgets were stabilised so multi-vendor options display consistently on product pages instead of colliding.
•     Retail orders were pushed into Klaviyo as a dedicated custom event carrying revenue. This was the single change that made shop customers addressable, and the one that settled a live platform question in Klaviyo’s favour.

 Alongside this we designed interim single-master journeys for the segments that mattered (sleepers, upgraders and switchers) so benchmarks existed before the larger CRM work rather than after it.

4. Phase 2: Building the Lifecycle Engine

With clean signals, Phase 2 turned the shops’ best argument, that your current iPhone is worth something and financing makes the next one easy- into an automation that runs whether or not a launch is happening.

We built two parent automations, iPhone Upgraders and iPhone Sleepers, sharing a ten-email, 270-day evergreen journey: one touch every 30 days, each with a distinct commercial job.

•     Day 0: Features. A direct generational comparison: is your phone keeping up?
•     Day 30: Trade-in equity. Your device is worth more today than tomorrow.
•     Day 60: Logic and financing. Interest-free instalments reframe the price.
•     Day 90: Business. Productivity and the Apple Technical Partner proposition.
•     Day 120: Bundles. Device and Mac synergy for the pro buyer.
•     Day 150: Speed. Camera sensors and storage: reasons to move now.
•     Day 180: Financing, second pass. Instalments at the premium tier.
•     Day 210: Support. AppleCare+ and charging bundles.
•     Day 240: Specs and logistics. Side-by-side comparison and free 24 to 48 hour delivery.
•     Day 270: Final. A last call on trade-in value before the cycle restarts.

Two design decisions matter more than the copy. First, nothing expires at the next launch, because an evergreen journey that names one generation has a shelf life of twelve months. Second, the audiences are built on device age and behaviour across online and in-store purchases together, not a hand-maintained list of model names.

In parallel, we restructured paid media allocations to meet Apple Brand Development Fund audit requirements and fed zero-party data capture into top-of-funnel campaigns, so acquisition and lifecycle pull on the same audience definitions.

5. Functionalities and the Branches We Worked On

The programme now covers the full lifecycle rather than a single flow: welcome and subscriber capture, site and browse abandonment, checkout recovery, new and returning customer journeys, win-back, back-in-stock, unsubscribe handling, and the upgrade programme.

Checkout recovery: the highest-value branch

Checkout abandonment is where the money is, so it gets the tightest build: a 30-minute delay, then a recovery sequence carrying live product context. It is consistently the strongest earner in the account, and the work continues. Capturing an address earlier in checkout widens the addressable pool, and the later message is being rebuilt to perform closer to the first.

Storefront functionality

•     New product introduction support: launch execution across landing pages, family stripes, comparison pages, collection and product updates, AppleCare+ products and banners, with extended on-site coverage on launch day.
•     Dynamic store stock messaging: product pages and the pickup drawer reading real per-location inventory, stating one-hour pickup or 24 to 48 hour shipping instead of a generic out-of-stock notice.
•     Merchant-editable messaging: pickup and shipping copy exposed as theme settings, so the client’s team can change wording without a developer.
•     Automated B2B account discounting: new education and business accounts linked to the correct price catalogue via affiliate code validation.
•     Custom cross-sell and financing on product pages: consistent multi-vendor payment display alongside curated accessory recommendations.
•     EU compliance automation: a metafield pipeline driving charger and energy-label disclaimers dynamically across the catalogue.
•     Platform hygiene: theme migration onto the current release with Apple Services sections, interactive visualisers, localised store locators and automated badges; search redirect optimisation; a realigned deployment pipeline; and a documented release protocol under which we prepare and guarantee the build and the client publishes.

Checkout is the current frontier. Shopify is retiring the previous framework for checkout and customer-account extensions, so the checkout extension was rebuilt and tested ahead of the deadline, with the store’s custom tax-document fields preserved, because in Spain they are not optional.

How the work is run

One account manager as a single point of contact; a monthly cycle opening with a written split between client decisions and agency tasks; ticket-level tracking against a retainer; a shared buying-scenario test matrix built with the client’s team; and recurring calls with a working agenda. When a disagreement arose over who should publish a major theme release, it was resolved into a written protocol rather than escalated.

6. Conclusion

Rossellimac began this work with two businesses that did not recognise each other: a storefront that could not say where a product was, an ERP whose data arrived late, thirty shops full of customers marketing could not see, and a checkout losing a large share of high-intent mobile buyers.

Today the storefront reads real inventory per location and says something true on every product page. In-store purchases land in the customer database and can be segmented like any online order. The lifecycle programme runs from acquisition to reactivation, with an evergreen upgrade journey that does not need a launch to earn its keep and a checkout recovery flow that is the highest-earning message set in the account. Compliance is automated rather than hand-maintained, and releases follow an agreed protocol.

None of it was a redesign. It was a sequence of specific corrections made in the right order, each unblocking the next. The outcome is a storefront and a customer programme that finally describe the same business. The foundation now supports the next stage: real-time ERP and CRM integration, trade-in valued online rather than only in store, and review collection turning thirty shops’ worth of service reputation into something a customer can see.