January 2026
Foundation Phase| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | URGENT |
Fix Checkout Abandonment Skip Rate Issue
Extend wait time to 2-4 hours, change filter logic, add suppression for recent checkouts
|
Recover 20% of 5,034 skips = ~$2.5K monthly | |||
| US | High |
Post Purchase U+K Conditional Split
Create conditional split in post-purchase flow for Urinary + Kidney products
|
Improved targeting & conversion | |||
| UK | High |
UK Welcome Flow
Build foundational welcome series for UK market (new start)
|
Target 45-50% open rate | |||
| AU | High |
Create Pet Profile Rewards Nudge Module
Build reusable email block for pet profile promotion across flows
|
15-20% profile creation rate | |||
| AU | High |
Audit Shopify-Klaviyo Pet Profile Sync
Document technical requirements, field mapping, refresh frequency, multi-pet handling
|
Complete technical documentation | |||
| UK | Medium |
UK Abandon Checkout Flow
Build checkout abandonment series for UK market
|
Target 40%+ open rate | |||
| WH | Medium |
WH Post Purchase Flow
Order confirmation, merchandising tips, product knowledge, reorder reminder, support
|
Wholesaler engagement & reorders |
February 2026
Foundation Phase| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Add Pet Profile Nudge to Post-Purchase Flow (Day 3-5)
Insert profile completion block with progress bar, rewards points incentive
|
45.8% open rate engagement | |||
| US | High |
Welcome Series for Cat U+K Signups
Build dedicated welcome flow triggered by U+K PDP signup form
|
Product-specific engagement | |||
| UK | Medium |
UK Abandon Cart Flow
Build browse abandonment series for UK market
|
Target 40%+ open rate | |||
| AU | Medium |
AU Welcome Series - Add Pet Profile in Email 3
Insert profile incentive at Day 3-4 with 100 bonus points offer
|
Improve 2.9% conversion rate | |||
| AU | Medium |
AU Browse Abandonment - Insert Pet Profile Block
Add profile block in Email 1 after product recs, before discount
|
Leverage 42-45% open rates | |||
| AU | Medium |
Profile Completion Campaign for Existing Customers
Send one-time campaign: "Is [Pet Name]'s profile up to date?" with 50 point incentive
|
15-20% existing customer adoption |
March 2026
Segmentation & Personalisation| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Launch Pet Age-Based Campaign Segments
Create segments: Puppies/Kittens (0-1yr), Adult (1-7yr), Senior (7+yr) with tailored campaigns
|
Age-specific targeting & engagement | |||
| AU | High |
SMS: Add Checkout Abandonment 1-Hour Reminder
High-intent SMS: "Quick reminder: Your cart is waiting!" sent 1 hour after abandonment
|
SMS opt-in rate 10-15%, >5% response | |||
| AU | Medium |
Build Breed-Specific Recommendation Segments
Large breeds (joint care), small breeds (dental), specific breeds (hypoallergenic, etc.)
|
Improved product recommendations | |||
| AU | Medium |
Post-Purchase: Add Before/After Photo Request (Day 14-21)
"Show us [Pet Name]'s glow-up!" - 50 points for submission, build UGC library
|
UGC collection for campaigns | |||
| WH | Medium |
WH Welcome Series Launch
Welcome to family, account benefits, best sellers, marketing materials library
|
Wholesaler onboarding engagement |
April 2026
Segmentation & Personalisation| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Launch Dietary Needs Segmentation
Allergies → limited ingredient, weight management → low-calorie, sensitive stomach → digestive health
|
Health-specific targeting | |||
| AU | High |
Monthly "Recommended for [Pet Name]" Campaign
Personalised product recommendations based on pet profile data
|
Profile-based conversion lift | |||
| AU | Medium |
AU Browse Abandonment: Test Time-Decay Discount
Email 1 (no discount), Email 2 (10% off at 12-24hr), Email 3 (15% off at 48hr)
|
Margin protection with 42-45% opens | |||
| AU | Medium |
SMS: Add Back-in-Stock Alerts
Immediate SMS notification for requested items coming back in stock
|
Capture high-intent purchases | |||
| AU | Medium |
Segment Welcome Series Email 4+ by Engagement
Engaged path (2+ opens): educational/UGC. Unengaged path (0-1 opens): discount-forward
|
Improve 2.9% order rate |
May 2026
Advanced Flows| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Build Pet Birthday Flow
Trigger 7 days before birthday, birthday discount/gift offer, reminder, day-of SMS
|
Loyalty & engagement milestone | |||
| AU | High |
Create Winback Flow with Pet Profile Re-engagement
60-90 day trigger, personalised by pet data, discount offers, profile incentive
|
Reactivate dormant customers | |||
| AU | Medium |
Post-Purchase: Add Replenishment Reminder
Timing based on product type, personalised by pet profile, test subscription offer
|
Increase repeat purchase rate | |||
| AU | Medium |
SMS: Add Order Status Updates
Shipped/delivered SMS notifications for utility and CX enhancement
|
CX improvement, SMS opt-out <2% |
June 2026
Advanced Flows| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Build Life Stage Transition Flows
Puppy→Adult (12mo), Adult→Senior (7yr), New pet parent flows with nutrition transitions
|
Lifecycle engagement & retention | |||
| AU | Medium |
Create Health Milestone Flows
Weight loss check-ins (quarterly), before/after photo automation (30/60/90 days)
|
Health journey engagement | |||
| AU | Medium |
Checkout Abandonment: Cart Recovery + Profile Incentive
Email 2/3: "Complete order + create [Pet's] profile = 200 bonus points"
|
Capture customer data for retargeting |
July 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|---|---|---|---|---|---|
| AU | High |
Build Multi-Pet Household Flows
Detect multiple profiles, bundle recommendations, family pack offers, "complete the pack" campaigns
|
Increase AOV for multi-pet owners | |||
| AU | High |
Launch Predictive Replenishment
Calculate consumption by pet size/breed/weight, automated "time to restock" with subscription upsells
|
Subscription conversion & retention | |||
| AU | Medium |
Build Community Building Campaigns
"Pet of the Month", breed-specific spotlights, UGC campaigns with profile integration
|
Brand loyalty & social proof | |||
| AU | Medium |
Implement Dynamic Product Blocks in All Emails
Add pet profile-based dynamic content blocks across all email templates, predictive next-best-product
|
Advanced personalisation lift |
August 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|
September 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|
October 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|
November 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|
December 2026
Optimisation & Scaling| Done | Market | Priority | Action Item | Success Metrics | Status | Notes |
|---|
Actions Grouped by Market
🇺🇸 United States
| Done | Month | Priority | Action Item | Status | Notes |
|---|---|---|---|---|---|
| January | High |
Post Purchase U+K Conditional Split
Create conditional split in post-purchase flow for Urinary + Kidney products
|
|||
| February | High |
Welcome Series for Cat U+K Signups
Build dedicated welcome flow triggered by U+K PDP signup form
|
🇬🇧 United Kingdom
| Done | Month | Priority | Action Item | Status | Notes |
|---|---|---|---|---|---|
| January | High |
UK Welcome Flow
Build foundational welcome series for UK market (new start)
|
|||
| January | Medium |
UK Abandon Checkout Flow
Build checkout abandonment series for UK market
|
|||
| February | Medium |
UK Abandon Cart Flow
Build browse abandonment series for UK market
|
📦 Wholesale
| Done | Month | Priority | Action Item | Status | Notes |
|---|---|---|---|---|---|
| January | Medium |
WH Post Purchase Flow
Order confirmation, merchandising tips, product knowledge, reorder reminder, support
|
|||
| March | Medium |
WH Welcome Series Launch
Welcome to family, account benefits, best sellers, marketing materials library
|
🇦🇺 🐾 Australia (Pet Profile Focus)
| Done | Month | Priority | Action Item | Status | Notes |
|---|---|---|---|---|---|
| January | URGENT |
Fix Checkout Abandonment Skip Rate Issue
Potential $2.5K monthly revenue recovery
|
|||
| January | High |
Create Pet Profile Rewards Nudge Module
Reusable email block for pet profile promotion
|
|||
| January | High |
Audit Shopify-Klaviyo Pet Profile Sync
Technical documentation and requirements
|
|||
| February - July+ | High |
Multiple Pet Profile Integration Actions
See timeline view for complete AU roadmap (20+ actions across all phases)
|
Success Metrics & KPIs
🎯 Pet Profile Metrics (AU Primary Focus)
Profile Creation
- Total profiles created: 20% of customer base by June
- Profile completion rate: >70%
- Time from account to profile: <14 days
- Track profiles created per flow
Profile Impact
- Profile customer LTV vs non-profile LTV
- Repeat purchase rate comparison
- AOV by pet profile data segments
- Attribution to profile campaigns/flows
📧 Flow Performance Metrics (All Markets)
Engagement
- Email open rates (baseline vs target)
- Click-through rates by flow
- Flow opt-out rates (monitor <2%)
- Time-in-flow metrics
Conversion
- Conversion rates by segment
- Revenue per recipient
- Average order value by flow
- Profile vs non-profile conversion
Flow-Specific Targets
- Welcome: 45-50% open, improve conversion from 2.9%
- Browse Abandon: Maintain 42-45% opens
- Checkout Abandon: Reduce 5,034 skips
- Post-Purchase: Leverage 45.8% engagement
📱 SMS Performance Metrics (AU)
Growth & Engagement
- SMS opt-in rate: 10-15% of email subscribers
- SMS response rate: >5%
- SMS-attributed revenue
- Opt-out rates: <2% (critical)
Touchpoint Performance
- Checkout abandon 1hr SMS conversion
- Back-in-stock SMS capture rate
- Order status SMS satisfaction
- Birthday SMS redemption rate
💰 Revenue Impact Metrics
Overall Performance
- Total attributed revenue by market
- Revenue per recipient by flow type
- Customer lifetime value trends
- Subscription conversion rates
AU-Specific
- Checkout abandon fix: ~$2.5K monthly recovery
- Profile-enabled customer AOV lift
- Replenishment automation revenue
- Multi-pet household AOV increase
Market Benchmarks
- US: U+K conditional targeting lift
- UK: New market flow performance
- WH: Wholesaler reorder frequency
- All: YoY flow revenue growth
⚠️ Key Monitoring Points
Critical Watches
- SMS opt-out spikes (pause program if >2%)
- Email engagement drops vs baseline
- Profile creation friction points
- Flow skip rate anomalies
Monthly Review Items
- Compare profile vs non-profile cohorts
- Test winning variant rollouts
- Flow sequence optimisation opportunities
- Segment performance analysis