REFY
Case Study: A post-purchase strategy that scales
REFY came to us with strong acquisition and a growing customer base. What they needed was a post-purchase strategy that kept pace with both.
Our Approach
We focused on rebuilding the entire post-purchase experience around REFY World, REFY’s loyalty programme that reflects how their customers actually shop.
What we did:
Structured the loyalty flow to remove timing gaps and refreshed creatives to improve click-throughs.
Launched new cross-sell, upsell and replenishment flows to enhance the post-purchase experience.
Introduced a first-purchase anniversary flow to re-engage past buyers with a tailored incentive.
Refreshed the winback journey with earlier intervention points to engage lapsing customers before churn risk.
Enhanced Okendo review flows with NPS surveys for richer data capture.
Built a Trustpilot review funnel directing REFY's highest-rated Okendo reviewers toward public reviews.
Integrated loyalty banners into key pre-purchase flows, increasing visibility at high-intent moments.
The Brief
Prior to working with us, REFY had the foundations of a lifecycle strategy in place. But the pieces weren’t working together in a structured way.
Automated flows were live and driving performance, but gaps in the journey meant key moments were underutilised, and revenue between orders wasn’t maximised.
Our objective was to streamline REFY's loyalty programme, that we had previously implemented, while turning the post-purchase journey into a cohesive lifecycle that scaled with the customer base as it grew.
The Outcome
The strengthened lifecycle strategy drove measurable improvement across every layer of the funnel: engagement, loyalty growth and revenue performance in all regions.
25%
increase in loyalty sign-ups
187%
revenue growth from
post-purchase flows
18.4%
revenue performance
YoY growth
What REFY say about us
“We have been working with Melusine Studio for over a year now and could not be happier with the relationship we have built. Melusine Studio have supported us from both a creative and technical perspective, to help bring our CRM strategy to life.
The team are incredibly professional, knowledgeable, proactive in approach and a pleasure to work with. Together we have delivered on a number of key projects, contributing to channel performance and overall growth.”
Faye Lindfield, Senior CRM/CX Manager