01
AOV
Native Cart & AOV Optimization
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Shopify Expert · E-commerce
Folkways: Architecting a 2,000+ SKU Website Migration & Native Retention Ecosystem.
A full Shopify 2.0 rebuild plus a native Klaviyo retention engine — from catalog migration to cashback recovery flows and wine club campaigns — engineered directly in Liquid and coded in-house, without a single bloated app.
Role
Lead E-commerce Developer & Designer
Tech Stack
ShopifyShopify LiquidHTML / CSSKlaviyoEmail Automations
Focus
Shopify 2.0 MigrationEmail MarketingCRO & Retention
01 — Context
The Friction
Moving a massive, complex catalog to Shopify 2.0 required more than a simple theme update. The brand was leaking revenue on two fronts: a storefront suffering from severe “app bloat,” and a fragmented email stack that couldn't turn buyers into repeat customers — page load delays on one side, dead retention flows on the other.
The team was juggling multiple single-use apps for cart, upsell and pop-ups while running Klaviyo at a fraction of its potential — draining resources and starving the wine club of the traffic it needed to grow.
02 — Build
The Execution
Rebuilding the storefront in Shopify Liquid and rewiring retention inside Klaviyo — one editorial system covering catalog, cart, campaigns and lifecycle email, without compromising the buyer journey or the backend workflow.
02
Ops
App Consolidation & Cost Reduction
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03
Email
Klaviyo CRM & Lifecycle Email Marketing
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04
CRO
Conversion-Driven Frontend Architecture
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02.5 — Gallery
Storefront in motion
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01Home
Merchandising + Storytelling
Homepage
Editorial homepage engineered around the buyer journey — staff picks, category rails, curated cases and the wine club offer stacked to move cold traffic from browsing to checkout without a single third-party app.
02PDP
Conversion + Trust
Product Detail Page
High-density PDP hardcoded in Liquid — dynamic scarcity, sticky add-to-cart, cross-sell rail and maker notes designed to close the sale on natural, low-intervention bottles.
02.75 — Email Marketing
Retention wired into Klaviyo.
A native retention system built inside Klaviyo — cashback recovery flows and wine club acquisition campaigns designed to turn one-time buyers into a repeat cellar and compound revenue on autopilot.
01Club
Acquisition + Recurring Revenue
Wine Club Acquisition Campaign
Curated Cases campaign pushing the monthly wine club — hero editorial, 10% off framing and dual-tier subscription cards (Essential 4-Pack and Voyager 6-Pack) designed to convert subscribers on the first send.
02Retention
Winback + LTV
$22.30 Cashback Recovery
Lifecycle recovery email built inside Klaviyo — personalized cashback balance, three curated next-buy angles and a single dark CTA. Rebuilt to reactivate dormant customers and lift second-order rate.
03 — Outcome
The Impact.
2,000+
SKUs Migrated & Automated
-40%
Reduction in Page Load Time
+28%
Increase in Cart Conversion Rate
+45%
Boost in Recurring Revenue
42%
Avg. Klaviyo Campaign Open Rate
3.8%
Email-to-Site CTR
22x
ROI on Retention Automations
+31%
Wine Club Subscription Lift
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Have a catalog that's outgrown its stack?
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