ICU Eyewear
A New Shopify Ecommerce Site
Building a new Shopify ecosystem to be the CRM hub of ICU Eyewear presented the exciting challenge of translating a highly visual and nuanced product like eyewear into a seamless online shopping experience. Beyond simply listing products, the core task was to architect an intuitive Shopify store capable of managing an extensive array of product variations (powers, colors, styles), while simultaneously ensuring high-quality visual presentation.
The work involved meticulously structuring navigation and filtering to guide customers effortlessly through diverse options, implementing compelling promotional mechanics, and optimizing every element for mobile responsiveness. Crucially, the goal was to build trust and confidence through clear visuals and a streamlined, secure checkout, transforming what could be a complex purchase into an engaging and reliable digital journey.
Fully Flowing Retention Marketing
When building www.icueyewear.com, a pivotal component was the seamless and comprehensive integration of Klaviyo for email, automated flows, and SMS. This full integration means more than just sending newsletters; it's about establishing a sophisticated, unified communication ecosystem that responds dynamically to every customer interaction. By leveraging Klaviyo's robust capabilities, we ensured that every message, regardless of channel, was personalized, timely, and aligned with the customer's journey, transforming casual browsers into loyal, repeat purchasers.
The backbone of this strategy lies in Klaviyo's powerful automated flows, meticulously designed to nurture the customer relationship at every stage. This entails setting up intelligent sequences like welcome series for new subscribers, abandoned cart reminders to recover lost sales, post-purchase flows for order confirmations, shipping updates, and valuable product care tips, and even browse abandonment flows to re-engage interested visitors. Each email within these flows is dynamically populated with relevant product recommendations and tailored content, ensuring that ICU Eyewear's messaging feels incredibly personal, driving conversions and fostering long-term customer loyalty.
Complementing the email strategy, SMS integration provides ICU Eyewear with an immediate and highly impactful communication channel. Used judiciously, SMS delivers time-sensitive offers, crucial shipping notifications, and concise customer service updates directly to a customer's phone, capitalizing on the high open rates of text messages. This adds a layer of immediacy and convenience, allowing ICU Eyewear to reach customers with urgent messages or flash sales precisely when it matters most, creating a truly omnichannel communication experience that maximizes engagement and retention.
In-store Marketing & Product Packaging
Point of Sale (POS) marketing is all about making an impact at the exact moment a purchase decision is being made—typically right at checkout. Whether it’s signage, displays, or product placement, these tactics are designed to catch a shopper’s eye and encourage last-minute add-ons or upgrades. When done right, POS marketing not only boosts sales but enhances the overall shopping experience.
One of its biggest strengths? Sparking impulse buys. Limited-time offers, bundled deals, or eye-catching promos placed right where customers are about to pay can nudge them to grab something extra—especially if it complements what’s already in their cart. It’s a smart way to drive incremental revenue while introducing customers to more of what your brand offers.
Beyond just conversions, POS marketing reinforces brand identity. Every touchpoint—from packaging to display design—can tell a story, create a vibe, and build recognition. When shoppers have a positive, consistent experience at checkout, they’re more likely to remember your brand and come back for more. Done well, it’s not just a sale—it’s a lasting impression.
Display & Paid Media
As part of ICU Eyewear’s digital expansion, we developed and executed a performance-driven display advertising and paid Google Marketing strategy to fuel their website-based CRM. Our goal was to attract qualified traffic, capture first-party data, and convert interest into long-term customer relationships.
We designed targeted Google Display and Search campaigns aligned with ICU’s product categories, seasonal trends, and audience segments. By integrating tracking pixels and UTM parameters across all campaigns, we ensured that every click and conversion fed directly into their CRM—powering personalized follow-ups, segmentation, and retargeting.
This strategic use of paid media not only increased visibility and traffic but also served as a reliable acquisition channel for nurturing leads through email, SMS, and lifecycle marketing flows—all within a seamlessly connected digital ecosystem.
Influencer for UGC with Organic & Paid Social Media
To amplify ICU Eyewear’s DTC strategy, we activated a blended organic and paid social media approach focused on brand awareness, audience growth, and CRM enrichment.
We launched targeted ad campaigns across Meta and other platforms, pairing lifestyle-driven creative with strategic lead-gen tactics—driving traffic to gated content, signup forms, and conversion funnels that fed directly into ICU’s CRM. In tandem, we supported a steady flow of organic content, weaving in educational posts, brand storytelling, and influencer-led user-generated content (UGC).
By engaging influencers, we not only expanded ICU’s reach but also generated authentic UGC that could be repurposed across paid and organic channels—building trust and increasing engagement.
Every initiative was tracked with CRM integration, enabling ICU to segment audiences, personalize communications, and trigger automated email flows. The result: a connected social strategy that fueled acquisition, retention, and long-term brand loyalty.