Case Study: Work For A Leading Canadian Luggage Retailer

Clients: Canadian Luggage Retailer

Project Type: Ecommerce website optimization, conversion optimization, customer communication, email marketing

Duration: 2 years

Role: Marketing Infrastructure, social media management, ecomm consultant

Overview

This project involved working with a high-traffic Canadian eCommerce retailer specializing in luggage and travel accessories.

The brand had strong retail presence and product offerings but lacked a personalized digital experience that helped shoppers choose the right product for their unique needs.

My role was to design and implement a system to capture high-intent online shoppers, guide them through product selection, and hand off qualified leads to product specialists — all while integrating seamlessly into the brand’s existing Shopify store and CRM.

Objectives

Create a funnel experience that mimics expert in-store advice

Capture customer needs early in the journey

Pre-frame sales conversations for higher conversion rates

Improve product discovery and reduce decision fatigue

Integrate seamlessly with existing digital infrastructure

What I Did

"Find My Bag" Funnel Development

Designed a custom landing page that prompts users to answer 3–5 questions:

Trip type (e.g., business, international, weekend)

Carry-on vs. checked

Style, size, and durability preferences

Responses guided users toward a curated product suggestion or live consultation

Conversion-Focused Copy & UI

Wrote persuasive microcopy that emphasized travel ease, security, and durability

Used visual cues (icons, sliders, dropdowns) to keep engagement high

Designed a clean, mobile-optimized layout using conversion design principlesProduct Positioning

Created unique selling propositions (USPs) for key trailer SKUs:

4.5x9 Folding Utility Trailer: Highlighted corrosion-resistant aluminum, mag wheels, low deck height, and folding features

Compared directly to 4x8 trailers to show added value and practicality

Designed graphics, taglines, and sales copy for ads and site copyLead Gen & Ad Strategy

Built hyper-local Meta ad campaigns targeting geographic regions (e.g., Vaughan, Toronto, Mississauga, York Region)

Created ad copy and creatives that complied with legal advertising standards

Captured intent via:

Lead forms

“Click to Call” ads

Bookings through native funnels

Integration & Handoff Strategy

Integrated form with the client’s CRM (GoHighLevel)

Triggered automated follow-ups via email and SMS for:

Product suggestions

Abandoned quiz completions

Booking a call with a luggage specialist

Analytics & Iteration

Set up tracking for funnel completions, drop-offs, and source attribution

Ran A/B tests on CTA language and product recommendation formats

Provided iterative reports to help refine customer segments and targetingBrand Strategy

Results

Landing Page Conversion Rate:

Cost Per Lead (Paid Ads)

CRM Response Time

Organic Video Views

Google Reviews Added

Calls Booked Monthly

Key Takeaways

Decision support beats sales language: Helping users choose products led to more conversions than pushing features.

Funnel thinking applies to physical goods: A short guided quiz converted better than traditional category navigation.

Post-quiz automation multiplies value: SMS/email follow-ups turned cold traffic into warm leads without any paid retargeting.

Relevance

This case study proves that even in high-SKU, physical product categories, a personalized and interactive funnel can massively improve product discovery, opt-ins, and purchase intent.

Whether you're a DTC brand, Shopify store, or retail chain going digital — I help create eCommerce systems that go beyond storefronts and actually guide buyers through decision-making with data-backed UX and automation.

We run the marketing you run the business. Let us build & implement our customer acquisition system into your business today