P&J was already the leading scent-oil brand on Amazon, but marketplace success doesn’t equal brand equity. To scale beyond Amazon and build a more profitable, owned channel, they needed a DTC foundation that could actually convert and retain.
The Challenge
Despite strong product demand, P&J’s Shopify presence wasn’t built to perform. The website relied on a templated structure with low conversion rates, and the brand identity lacked the depth needed to translate across channels. On the retention side, email and SMS existed, but without a clear system, segmentation strategy, or cohesive messaging. The result: a brand winning on Amazon, but underperforming on its own turf.
Flow Revenue Generated
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Emails Successfully Delivered
Campaign Revenue Generated
THE PROCESS
We approached P&J from the ground up, not as a redesign, but as a rebuild. First, we developed a complete brand foundation: messaging, angles, and visual direction that could scale across web, email, and creative. The goal wasn’t just to “look better,” but to give the brand a clear voice and positioning that could convert consistently. From there, we rebuilt their Shopify experience entirely: custom-coded, conversion-focused, and aligned with the new brand system. Every section, flow, and page was designed with intent: to guide users, increase trust, and drive action. On retention, we transformed their email and SMS into a structured revenue engine. We implemented advanced segmentation, rebuilt all core flows, and introduced a campaign system tied directly to the new brand messaging, ensuring consistency from first touch to repeat purchase. The result was a fully integrated DTC ecosystem, where brand, site, and retention work together to drive growth.
RESULTS
Our work translated directly into measurable performance gains across the funnel. Website conversion rate increased by 20%, turning more traffic into customers without increasing spend. On retention, Klaviyo-attributed revenue grew by 200%, driven by a rebuilt flow system and smarter segmentation. Campaign performance followed, with click-through rates increasing by 90% across key sends — a direct reflection of stronger creative and clearer messaging.
Impact
P&J’s shift from marketplace dependency to a scalable DTC brand is now in motion. With a high-converting website, a cohesive brand system, and a retention engine built to grow with them, they’re no longer just winning on Amazon, they’re building an asset they own.
Revenue attributable to Klaviyo
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“551 truly stands apart from other agencies. They rebuilt our entire Shopify site and created a brand book that really brought our vision to life, while providing thoughtful and strategic feedback along the way. They are fast, always responsive, and extremely detail oriented. The work they deliver has significantly strengthened our brand in the marketplace. Giving us a solid foundation to move forward. Genuinely great and positive people to work with.”
