Case Study: Launching Loopi - A CRM Strategy Built for Circular Retail
By Jamie Evawin
Overview
Go Thrift, a leading online second-hand retailer, launched its new brand Loopi in January 2025. Loopi enables customers to both buy and sell second-hand clothes, creating a seamless circular shopping experience. With a rebrand and new e-commerce platform underway, Go Thrift partnered with Pathway to build and implement a CRM strategy from scratch that would support their dual customer journeys (buyers and traders), scale with future growth, and align technically with a new digital stack.
The Challenge
Loopi's successful launch required:
- Building a new CRM ecosystem from scratch in less than eight weeks
- Supporting two core user journeys: purchase and trade
- Migrating email infrastructure and integrating with a new Shopify storefront
- Implementing a compliant, scalable tracking and consent setup
- Minimising disruption and retaining historical insight from Go Thrift
Pathway's Approach
Pathway partnered closely with internal stakeholders and developers to deliver a full-stack CRM implementation. Key workstreams included:
✨ Discovery & Planning
- Audited the new site architecture and collaborated with developers to understand data and customer journeys
- Scoped campaign requirements and mapped data needs across both customer types
- Reviewed compliance requirements including GDPR and cookie policy, proposing updates to banner and consent flows
🔧 Platform Setup & Data Strategy
- Conducted a Klaviyo audit and led engagement with their technical team to support the rebrand
- Delivered an event and data spec, ensuring all data needed for campaign logic and segmentation was captured cleanly
- Scoped and implemented product feeds for dynamic content across key journeys
✅ Compliance & Consent
- Reviewed cookie consent setup and implemented a compliant solution to support GDPR and tracking policies
- Ensured cookie banner implementation aligned with customer expectations and data privacy regulations
🌐 Email Infrastructure & Domain Strategy
- Delivered a strategy to transition from Go Thrift's Klaviyo setup to Loopi without losing history or deliverability
- Recommended a single-account domain migration approach to preserve historical data and minimise complexity
- Led DNS configuration, authentication (SPF, DKIM, DMARC), and coordinated with Klaviyo support
- Designed a phased email domain warm-up strategy, gradually increasing volume to preserve deliverability
📊 Segmentation & Automation
- Developed bespoke segments for core experiences:
- Circular Journey
- Loopi Launch
- Trade & Store
- Built automation flows for both trade and purchase journeys, aligned to customer lifecycle stages
🛠️ QA, Testing & Post-Launch Support
- Oversaw the timing of Shopify/Klaviyo integration to ensure tracking worked seamlessly
- Delivered testing across email content, customer flows, domain performance, and profile tracking
- Monitored email deliverability and engagement post-launch, offering optimisations where needed
Results
Loopi launched on time with:
- A complete CRM platform ready to scale across customer types
- Fully configured Klaviyo setup with dynamic content and personalised journeys
- Compliant data infrastructure and cookie management in place
- Strong email deliverability via a warm, authenticated domain
- Confidence from internal teams around campaign readiness and data visibility
Ready to launch or rebrand with confidence?
Let Pathway help you turn complex CRM and tracking needs into a seamless, scalable setup.
