Context
NUALIRA is a fictional DTC skincare brand created specifically for this portfolio case. All customer examples, metrics and commercial data are simulated.
Case study · fictional brand
CRM & Customer Lifecycle — Nualira
An English executive summary of a simulated DTC CRM case focused on segmentation, lifecycle decisions, second purchase, automation and measurement.
Challenge
The case explores how a brand can move from having customer data to using it for better lifecycle decisions: identifying customer state, supporting the second purchase and reducing irrelevant communication.
Method
The project structures the lifecycle around customer profiles, declared and behavioural data, purchase history, segmentation rules and decision points. It separates commercial context from lifecycle behaviour before defining automation.
Lifecycle & automation
Flows are designed around customer timing and product logic rather than a fixed sending calendar. The work includes second-purchase windows, cross-sell logic, experimentation and measurement, with AI positioned as an assistant rather than the decision-maker.
Key findings
- A segment only creates value when it changes a decision.
- Second purchase is a critical lifecycle moment and should be treated as an estimated window, not a universal date.
- Collecting less data can be better when the available data is actually used.
- Clear rules should come before automation tooling.