A Shopify flagship that turned ads into repeat buyers.

01 — Challenge

Paying for every order twice.

Lumen's ads found new customers, but the store didn't keep them. A generic theme, no routines or refills, and no follow-up after the first parcel meant most buyers never came back — so every sale had to be bought again.

• 0Emails after the first order

02 — Approach

Build the store for the second order.

We designed the flagship and the ads together, around one question: what makes a first-time buyer come back for a refill?

1. 01

   Shop by routine

   Morning and night routines, bundled and explained, instead of a wall of bottles.

2. 02

   Refills on autopilot

   Replenishment reminders timed to when each product runs out.

3. 03

   Ads that match the shelf

   Every Meta ad lands on the routine it promises, not the homepage.

03 — Solution

One flagship, one funnel.

A Shopify flagship built around routines and refills, Meta campaigns tracked through the Conversions API and Klaviyo flows that follow each customer from first order to restock.

04 — Results

Ads that pay back, and come back.

Ad spend now buys customers who reorder — and the account returns 3.4× what it spends.

• 3.4×Return on ad spend
• 10 wksFrom brief to launch