Context
Belune Cosmetics is a French natural cosmetics brand launched in 2022. The catalog has about 45 SKUs: face, body, hair care and a few best-sellers (hyaluronic serum, lip balm, clay mask). The Shopify store generates 130,000 euros in monthly revenue with 65% new and 35% returning customers.
The brand invests heavily in Meta and Google Ads, with a monthly budget around 22,000 euros. Average CAC is 28 euros and the team knows profitability depends entirely on repeat purchase.
The challenge
The 12-month repurchase rate stagnates around 32%, an average level for cosmetics. Shopify-calculated LTV is 84 euros for a CAC of 28, a 3x LTV:CAC ratio, acceptable but fragile if CAC rises.
The marketing team sends identical weekly newsletters to the whole base via Klaviyo, without advanced segmentation. Promotional campaigns reach both best customers and inactive ones, diluting impact and potentially cannibalizing natural VIP sales.
Without reliable RFM segmentation, it's impossible to build differentiated scenarios: exclusive VIP offer, winback of lapsed customers, loyal reward, first-purchase nurturing.
The Fullmetrix solution
Belune connects Shopify to Fullmetrix and activates the RFM engine. Within minutes, 18,000 customers are automatically segmented into 11 profiles: Champions, Loyal, Potential Loyalists, New Customers, Promising, Need Attention, At Risk, Can't Lose, Hibernating, Lost.
The team syncs these segments to Klaviyo via Fullmetrix's native integration. Five differentiated flows are created: Champions exclusivity with product previews, Loyal with double loyalty points, New customer nurturing over 45 days, Hibernating reactivation with -25%, Lost winback with a free gift.
In parallel, Champions and Loyal segments are synced to Meta as lookalike seeds for acquisition and as exclusions to avoid retargeting already-active VIPs.