replatform · retention · paid media
Seven-figure paint retailer, rebuilt on Shopify Plus
Guiry’s, Denver CO. Regional paint and decorating retailer with a stalled ecommerce channel and a Magento 2 install everyone had stopped arguing about.
The problem
A $300K online channel attached to a well-known regional retail brand. Strong offline reputation, negligible digital revenue, and a Magento 2 site that made every proposed improvement expensive enough to postpone. Email existed as a monthly newsletter. Nobody could say which products actually sold online.
What I did
- Migrated to Shopify Plus. Catalog, URL structure, and search equity moved intentionally rather than dumped. The platform decision was really a velocity decision: cheap changes mean more changes.
- Rebuilt collection structure and PDP content. Landing page optimization, clearer collection logic, and product detail that answered the questions the store’s own staff got asked at the counter every day.
- Built the lifecycle program from scratch. Klaviyo welcome, post-purchase, and win-back flows, then a real promotional calendar with sequencing instead of ad-hoc sends.
- Raised AOV deliberately. Cross-sell placement, bundles, and threshold-based messaging — the tactics people skip because they aren’t exciting. Worth 16%.
- Scaled a $720K annual media budget. Grew acquisition spend while improving CAC and ROAS, with organic and lifecycle carrying more of the load as they matured.
What happened
Tracked yearly revenue went from $300K to $2.2M in two years. Sitewide conversion rate moved from 1.9% to 2.6% — a sitewide figure, not a single optimized landing page. Organic traffic tripled and Klaviyo went from roughly $25K to over $300K in attributed revenue.
What I’d tell you in the interview
The replatform gets the headline, but the retention program is what made the number durable. Migrations are a one-time gain; a working lifecycle program compounds every month afterwards. If I had to redo it, I’d build the flows before the migration, not after.