What we build
Every layer of the customer relationship — orchestrated.
Each capability replaces a manual workflow your team is already running by hand — at uneven cadence, in inconsistent voice, and without per-message audit. The journeys keep running. The brand voice stays even.
Lifecycle journeys end-to-end
Welcome → nurture → retain → win-back, all wired as branching journeys. New members enter on day zero; lapsed VIPs route into the right recovery flow without manual triage.
Loyalty-tier progression logic
Tier rules, qualifying spend windows, and benefit-unlock messaging codified once and replayed across brands. VIPs get their upgrade at the right moment — never weeks late.
Anniversary + birthday triggers
Tenure milestones, birthdays, and first-purchase anniversaries fire automatically per member tier — multi-language, with stylist hand-off for the top cohort.
Event-based triggers
New collection drops, near-store geofences, wishlist matches, and tier-upgrade qualifying events all wired in — the journey reacts in seconds, not the next batch.
Re-engagement + win-back flows
At-risk and lapsed cohorts scored continuously. Cadenced outreach with the right channel, the right offer, the right language — and a graceful suppression rule for recent buyers.
Journey builder · branching + A/B
Visual journey canvas with conditional branching, holdouts, A/B/n variants, and multi-arm bandit optimisation — so the winning message gets more traffic without manual reweighting.
Use cases we orchestrate
The journeys that quietly hold a brand together.
Each of these flows is wired once and runs forever. Branching keeps content relevant, frequency caps keep voice respectful, and stylist hand-off keeps the top cohort feeling personal — without any of it requiring manual chase work.
Welcome + onboarding series
Multi-step welcome flow — brand intro, first-purchase incentive, app install, profile completion. Per-tier variants and per-market language out of the box.
VIP progression + reward unlocks
Members crossing qualifying spend get their tier upgrade, benefit reveal, and stylist hand-off in the same hour — not the following month.
Anniversary + birthday cohorts
Tenure and birthday triggers per member, per tier, per market. Personalised offer, language-matched, and queued at the right local hour.
Win-back · lapsed VIPs
Lapsed-VIP recovery journeys scored continuously, with WhatsApp-first outreach for the top cohort and stylist hand-off for recoverable high-value accounts.
New-launch + drop campaigns
Wishlist + browse-match drops with tier-staggered access — VIPs notified 48 hours early, then opening the funnel for tier-B and lookalike retargeting.
Near-store geofence outreach
Opt-in geofence triggers within 500m of boutique — staff get the heads-up, member gets a contextual nudge with stock availability included.
Model families we deploy
The intelligence behind every journey decision.
No single model decides who gets which message. Lifecycle classification, trigger ranking, churn prediction, and content generation all combine — so every send earns its place in the inbox.
Classifies each member into welcome / nurture / loyal / at-risk / lapsed using recency, frequency, browse signals, and tier movement — so the journey routes correctly on every event.
Scores every incoming event by likely lift if acted on — anniversaries, wishlists, near-store events, tier-upgrades — so the highest-value triggers fire first under any send budget.
Predicts probability of lapse over a rolling 90-day window using purchase, app, and channel-engagement features. Drives win-back routing and frequency-cap allocation.
Generates per-cohort message variants in EN/ZH/MS/TH/ID, reviewed by a brand-tone classifier before send — with edge cases routed to a stylist for manual personalisation.
Data sources wired into every journey
Every signal that shapes a member touch — integrated.
Pulled in real time, normalised into one member-event schema, versioned alongside the journey that consumes them.
Brand voice, not template spam
Every send earns its place — or it doesn't go.
Templates authored once, translated through an LLM pipeline, reviewed by a brand-tone classifier before send, and overridden by a human stylist when the cohort is small enough to deserve it. Per-message audit trail logged for every dispatch.
- Brand-tone classifier review before every send
- EN · ZH · MS · TH · ID at parity (and more on request)
- Stylist hand-off for top-cohort personalisation
- Per-message archive with template + audience snapshot
Frameworks we align to
Why Axccelerate for CRM automation
Not a campaign tool.
An orchestration layer.
A campaign tool sends what you queue. Our orchestration layer decides who, when, where, and in which voice — with consent, frequency, and brand-tone enforcement built into the same plane.
Pricing
Priced to the brand portfolio, not the message volume.
Lifecycle deployments are custom — we scope against your brand count, member volume, and integration shape before quoting.
Glossary
The vocabulary behind every journey.
A quick reference for the language your CRM, retention, and lifecycle teams use day to day — and the terminology your platform vendors will reach for in conversations.
- Lifecycle stage
- Member position in the journey
The state a member occupies — welcome, nurture, loyal, at-risk, or lapsed. Drives which journey they're routed into and which messages they're eligible for.
- Welcome series
- First-touch onboarding flow
A multi-step sequence kicked off at sign-up — brand intro, first-purchase nudge, app install, profile completion. Sets the foundation for every later journey.
- Nurture flow
- Mid-funnel engagement series
Cadenced content for members who've engaged but not yet converted to loyal status — light-touch, value-led, and matched to brand affinity signals.
- Win-back
- Recovery flow for lapsed members
A sequence aimed at bringing back members who've stopped purchasing — typically with offers, social proof, or a stylist touch for high-value lapsed VIPs.
- Re-engagement
- At-risk member nudge
A lighter-touch flow targeting members showing early lapse signals — declining frequency, no app opens, missed anniversaries — before they're fully lapsed.
- RFM
- Recency · Frequency · Monetary
The three core retail behavioural axes. Most lifecycle classification, segmentation, and offer eligibility depend on a member's RFM coordinates.
- Cohort
- Grouped audience by shared trait
A set of members sharing an attribute — sign-up month, tier, region, brand affinity. Tracked over time to compare retention, LTV, and journey performance.
- Frequency cap
- Send-rate limit
A hard ceiling on how many messages a member can receive within a window, per channel and per journey. Protects deliverability and respects consent fatigue.
- Quiet hours
- Local-time send window
Hours during which sends are queued instead of dispatched — typically overnight in the recipient's local time. Enforced per market without manual reconfiguration.
- Journey
- Multi-step automated flow
A composed sequence of triggers, branches, sends, waits, and exits — the unit of automation that runs in the background once published.
- Branching
- Conditional flow logic
Logic that splits a journey based on member attributes or behaviour — language, tier, recent purchase, A/B variant — so each member follows the right path.
- Trigger
- Event that fires a journey
The starting condition that enrols a member into a journey — anniversary, wishlist match, tier upgrade, geofence entry, or any other ingested event.
- Loyalty tier
- Member status band
A discrete level (e.g. Silver/Gold/Platinum/VIP) determining benefits, perks, and journey eligibility — earned through rolling qualifying spend or status credits.
- VIP progression
- Tier-up journey
The flow that recognises and onboards a member into a higher tier — benefit reveal, stylist intro, and sometimes a physical welcome kit. Matters most for retention.
Your lifecycle programme, engineered.
30-minute scoping with a senior engineer and a lifecycle-systems operator. You'll leave with a journey plan, integration sketch, and realistic timeline — not a sales pitch.