Designing Lifecycle Marketing Across Two Different Business Models Building Customer Journeys for a Café Brand (HIOC) and a Subscription-Based Organic Brand (Naturally Good)
Although both brands operated in the food industry, their customer journeys were completely different. HIOC Customers made quick purchase decisions—walking into the café, ordering online, or discovering the brand through social media. The challenge was encouraging repeat visits and increasing customer lifetime value. Naturally Good Customers didn't make impulse purchases. They required education, trust, and reassurance before subscribing to weekly organic vegetable deliveries. The challenge was building confidence, reducing drop-offs, and improving subscription retention. Rather than applying one marketing strategy to both businesses, I designed separate lifecycle journeys tailored to how customers interacted with each brand.
I started by mapping every customer touchpoint—from first discovery to becoming a loyal customer. For both brands, I identified:
This became the foundation for each lifecycle flow.
Customers discovered HIOC through:
The objective was to create a memorable first experience through:
After the visit, communication focused on:
To encourage repeat visits, I planned:
For inactive customers, campaigns included:
The goal was to bring customers back without relying solely on discounts.
Unlike a café, Naturally Good required a much longer decision-making journey.
Customers entered through:
I designed educational communication around:
The focus was on building trust before asking for a commitment.
Lifecycle communication supported:
After subscription, customers received communication explaining:
To maintain relationships, I planned content around:
Retention campaigns focused on:
Across both brands, lifecycle communication was delivered through:
I independently managed the lifecycle strategy by:
Understanding every interaction helped identify opportunities to improve the customer experience.
Different customer segments received relevant communication based on where they were in the lifecycle instead of receiving generic promotional messages.
The objective wasn't just to acquire customers but to build long-term relationships through consistent value and meaningful communication.
Automated journeys ensured timely communication while maintaining consistency across multiple customer touchpoints.
Instead of relying only on acquiring new customers, the strategy emphasized increasing customer lifetime value through repeat purchases, subscriptions, and loyalty.
Implementing structured lifecycle journeys created a more organized and customer-centric marketing approach across both brands. The initiative contributed to:
One of the biggest lessons from this project was that lifecycle marketing is never one-size- fits-all. A café customer and a subscription customer behave differently, and their communication journeys should reflect that. By designing tailored lifecycle strategies for HIOC and Naturally Good, I created customer experiences that prioritized relevance, trust, and long-term engagement over one-time transactions.