Turning showroom-quality experiences into scalable lifecycle marketing
DOUXE had been blending B2B and DTC since 2006. After years on Adobe Commerce (Magento), DOUXE approached Domaine to migrate to Shopify, with the goal of reducing technical overhead and creating a more agile foundation for growth. Alongside the replatform, DOUXE partnered with Domaine for their lifecycle marketing — to transform email from a basic review request tool into a strategic revenue driver.
Before Shopify, DOUXE’s self-hosted Magento environment required constant maintenance, costly development, and ongoing security updates. Their team wanted to redirect their attention, from maintenance and bug fixes, to focusing on growth. Domaine led the migration from Magento to Shopify, creating a stable, scalable platform that removed operational friction. With Shopify handling infrastructure and security, DOUXE could redirect time and budget toward customer experience and retention, including email marketing.
Prior to Shopify, DOUXE used Mailchimp. But, with Shopify in place, they implemented Klaviyo in partnership with Domaine to build a full-funnel lifecycle strategy. The team began with foundational flows, a Welcome Series and Abandoned Cart, but tailored them to DOUXE’s unique omnichannel model. Instead of driving every interaction back to ecommerce, key flows invited subscribers to book showroom visits, where conversion rates are particularly strong for high-consideration products like beds and mattresses. By grounding automation in customer behaviour and showroom data, Domaine helped DOUXE find the balance between frequency and relevance, maximizing revenue without overwhelming subscribers.
As the program matured, DOUXE expanded into more advanced flows designed to support both DTC and B2B growth. A Shopify POS-integrated flow follows up with showroom visitors who request quotes, while also notifying the sales team for personal outreach, bridging digital automation with human follow-up. Post-purchase flows provide housekeeping tips and collect reviews via JudgeMe integration, strengthening retention while creating natural re-engagement opportunities. Transactional delivery updates keep customers informed during longer production timelines, reinforcing trust for higher-ticket purchases. As a result, the Abandoned Cart and Welcome Series flows have become consistent top performers, driving steady, compounding revenue month after month.
By pairing a Magento-to-Shopify migration with a strategic Mailchimp-to-Klaviyo migration, Domaine helped DOUXE transform email from a reactive channel into a core revenue driver. Today, lifecycle marketing supports both ecommerce and showroom sales, strengthens brand loyalty, and provides the data needed to refine messaging and segmentation over time. Instead of guessing what resonates, the team can now test, learn, and optimize with confidence. With Shopify as a stable foundation and Klaviyo as a retention engine, DOUXE is positioned to expand into new markets, marketplaces, and channels without adding operational complexity. **70% year-over-year increase in email marketing revenue** “Domaine continues to be a very professional growth partner, they really think along with you on how to generate extra revenue. It goes way beyond building a store for their clients.” (Bart Kleiman, Founder, DOUXE Hotel Luxury)
