About
FELCO is a Swiss premium brand recognized globally for its professional pruning tools and garden equipment in multiple international markets, serving professional and enthusiast customers through direct-to-consumer eCommerce.
With a broad product catalog and customers returning over long usage cycles, FELCO’s eCommerce growth depends on repeat purchases, timing, and relevance across markets. As the business expanded internationally, lifecycle marketing became a critical lever for consistently and at scale monetizing existing demand.
Problem
FELCO lacked a unified lifecycle marketing engine capable of driving revenue consistently market-by-market.
Email activity existed, but it was not structured as a scalable revenue system. They had incomplete lifecycle automations with varied market-specific execution and uncoordinated personalization for regions and languages.
The issues showed up as:
- Fragmented lifecycle revenue potential
- Different engagement and personalization by region
- Email not operating as one of the business’s primary revenue channels.
Solution
We built a centralized email and SMS lifecycle revenue engine, designed to operate consistently across markets while remaining locally relevant.
Lifecycle automation
All core lifecycle automations were designed, built, localized, and launched to form the backbone of lifecycle revenue generation:
- Opt-in and list growth mechanisms
- Welcome flows
- Browse, cart, and checkout abandonment sequences
- Post-purchase journeys
Multi-market and multi-language rollout
The entire lifecycle system was launched within 30 days – localized across 5 markets and delivered in 3 languages. We adapted email designs to maintain brand consistency while supporting local content and language requirements.
SMS channel implementation
Alongside email, we implemented an SMS channel focused on high-intent touchpoints and key seasonal moments, ensuring messaging complemented, rather than duplicated, email journeys.
Ongoing optimization
Performance data was actively used to refine content and offers, optimize timing and cadence, and improve engagement and cross-market revenue contribution. Segmentation frameworks reflect different buyer profiles and regional behaviors, enabling more relevant communication at scale.
Outcome
Lifecycle marketing shifted from fragmented execution to a central, scalable revenue system, capable of supporting international growth without increasing operational complexity.
- €150K in monthly revenue established from lifecycle marketing
- Email and SMS became one of FELCO’s biggest marketing channels
- All core lifecycle automations were live across 5 markets and 3 languages within 30 days.
If your eCommerce business operates in multiple markets but lifecycle revenue remains fragmented, we can help you build a centralized email and SMS engine that scales globally without losing local relevance. Let’s talk!
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