A SYSTEMS BY ORUKANA CASE STUDY
A Canadian Luggage Retailer
Free marketing audit & consultation
Client: Luggage City Superstore
Project Type: Ecommerce website optimization, conversion optimization, customer communication, email marketing, social media
Duration: 14 months
Role: Marketing Infrastructure, social media management, ecom 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 the SBO 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 We Did
Social Media Management
We used a combination of content repurposing and content creation to quickly develop a source of free attention flow
We funnelled that attention through the social pages, onto the website where the SBO software took over
Paid Ads
We re optimized the clients paid ads campaigns on Google
We built out Meta advertising campaigns on Facebook and Instagram
To increase the amount of predictable, targeted, paid traffic
Using the Web Chat widget to scoop up as much of the traffic as possible
Software Implementation
Full scope implementation of the SBO software
- Abandoned cart & abandoned checkout automations
- Review Requests
- Web Chat widget
- SMS sending
- Social media scheduling
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.
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