Le Monde Gourmand, the playful, accessible fragrance brand, has curated a distinctly engaged audience over the years. Through unique experiences like enabling customers to discover scents across social channels, experiment with fragrance layering, and by providing a digital experience that feels just as fun and personal as the products themselves, they've developed quite the cult-like following.
However, before partnering with Domaine, Shopify, and Klaviyo, the reality behind the scenes looked very different. Their Shopify site didn't fully support how shoppers wanted to browse and buy. Email campaigns went out to broad lists with limited segmentation. SMS existed, but without a clear role in the lifecycle program. The tools were in place, but the strategy and orchestration needed to catch up.
On Episode 1 of Lifecycle Lab by Domaine, Kiersyn Cocke from Le Monde Gourmand joined Stacy Strom and Lauren Bagley from Domaine, Sandy Jeong from Shopify, and Kelsey Galayda from Klaviyo, to walk through how we rebuilt their lifecycle marketing program and redesigned their site to create a more connected customer journey and meaningful revenue lift.
This article shares the story, goals, and high-level approach. In the full episode, now available on demand, the team walks through specific flows, campaigns, and examples of creative that drove the biggest impact in incremental revenue.
The starting point: strong brand, underused tools
When Le Monde Gourmand came to Domaine, the team had clear ambitions for growth but felt constrained by how their tech stack was being used.
On the ecommerce and CRM side, they were seeing:
- A Shopify experience that didn't fully guide customers from inspiration to purchase
- Limited on-site storytelling around scent pairing and fragrance layering
- Lifecycle campaigns that felt one-size-fits-all
- Few automated touchpoints tailored to different stages of the customer journey
- An SMS channel that existed without a strong strategy or structure
From a KPI perspective, they wanted to modernize the brand’s digital presence, increase cart value, better align with upcoming product and packaging updates, and shift the balance between new and repeat purchasers. They knew their audience was highly active on social and mobile and expected a CRM experience that reflected that.
What they needed was a strategic partner who could translate those objectives into a roadmap, then work collaboratively with them to implement it across site, email, and SMS.
Reframing the journey across site & CRM
Domaine began with a detailed discovery process focused on how Le Monde Gourmand customers actually shop and engage. On the ecommerce site, the work centered on making the path from inspiration to purchase feel intuitive:
- Redesigning key templates to support how customers browse fragrance
- Adding shoppable modules that bring products forward in a more natural way
- Using conversion-oriented hero images that still feel true to the brand
- Introducing content that highlights product pairings and layering ideas
The team kept the elevated yet approachable feel of the brand front and center and planned for future states, such as new packaging and expanded product lines.
For CRM, Domaine refreshed foundational email and SMS programs with an eye toward long-term scalability:
- Updating core flows so they respond to real customer behavior and preferences
- Aligning visual identity and tone across emails, texts, and the redesigned site
- Planning timing and triggers so lifecycle journeys feel unified, not disjointed
As a result, when the new site went live, the experience felt cohesive. A shopper could see a scent on social, visit the site, sign up for email or SMS, and receive messages that matched what they had just seen and done.
In the episode, the team walks through specific examples of this journey, including site modules and flow frameworks, and how they align timing, content, and offers across channels.
Why Shopify & Klaviyo formed the backbone of the strategy
A key part of this Lifecycle Lab episode focuses on how Shopify and Klaviyo work together to make customer data more actionable.
- Shopify provides the commerce backbone and rich behavioral data, such as browsing patterns, add-to-carts, and purchase history. It also makes it easier to iterate on on-site experiences and test new ideas.
- Klaviyo acts as the central system for lifecycle engagement, with advanced segmentation, automation, and predictive insights.
Because the integration between Shopify and Klaviyo is bi-directional, data moves in both directions. Shopify sends behavioral and transactional data into Klaviyo, and Klaviyo sends engagement data back into Shopify. That unified view allows teams to:
- Build behavior-based automations for cart abandonment, win-back, and post-purchase journeys
- Tailor content based on what customers browsed and how they interacted with previous campaigns
- Attribute revenue back to specific lifecycle programs with more accuracy
In this Lifecycle Lab webinar, Shopify and Klaviyo share concrete examples, such as VIP win-back flows for high-value customers and campaigns that adapt based on previous engagement, and how brands can replicate those approaches.
Turning insights into incremental revenue
Once the foundation was in place, Le Monde Gourmand and Domaine focused on driving incremental revenue from CRM by refining four core areas.
1. List growth with intent
The team tested and rolled out new sign-up forms that brought in more qualified subscribers rather than chasing raw volume. Seasonal angles encouraged customers to experiment with new scents and layering combinations, which connected directly to merchandising on the site.
2. Smarter segmentation & flows
Instead of broad sends, Le Monde Gourmand moved to more nuanced segments that consider first-time versus repeat purchasers, price sensitivity, and interest in specific fragrance families. Flows were rebuilt so that content felt timely and relevant to each segment’s behaviour and lifecycle stage.
3. SMS as a core lifecycle channel
SMS evolved from a light touch to a structured, performance-driven channel. It was layered into the existing flow infrastructure and used where it could have the most impact, rather than mirroring email. This approach helped drive a 536% increase in SMS revenue quarter over quarter during the partnership to date.
4. Preference-led engagement
The Domaine team introduced and promoted a clear preference center for both email and SMS. Customers could choose how often they heard from the brand and in which formats. Those prompts, surfaced more frequently than originally planned, led to stronger list growth and a deeper sense of trust.
Klaviyo’s Channel Affinity feature supports this work by predicting which channel a customer is most likely to engage with next. In the episode, Kelsey from Klaviyo explains how these predictions are updated regularly and how brands can use them inside campaigns and flows.
Early outcomes & where the program is headed
Within roughly 90 days, Le Monde Gourmand’s share of revenue from email and SMS grew from about 4% to nearly 9%. That lift came from more strategic segmentation, stronger list growth, consistent email cadence, and a rebuilt SMS strategy that matched the way their audience prefers to shop and communicate.
Looking ahead, the team is exploring:
- Deeper use of AI-powered personalization and product recommendations
- Conversational SMS to gather richer customer preferences
- Additional on-site features, such as bundle building and advanced layering tools, that connect directly to lifecycle messaging
The core lesson is that when site experience, lifecycle strategy, and data are treated as one system, CRM becomes a significant revenue driver rather than a supporting channel.
