CPAP Direct

CPAP Direct is a specialist sleep therapy retailer operating in a category where trust, product education, and compliance-driven purchasing are critical to conversion.

As peak retail periods approached, the business recognised that its customer engagement structure required refinement. Engagement was inconsistent. Segmentation was limited. Data was not fully informing the customer journey.

The challenge was not demand. It was system maturity.

CPAP Direct needed a structured customer engagement and CRM system that could align acquisition, education, and conversion into a cohesive experience.

Where the gap existed:

• Customer journey stages not clearly mapped to behavioural signals

• Segmentation limited to basic database groupings

• Conversion journeys not aligned to product education pathways

• Inconsistent customer experience across touchpoints

• Revenue not clearly attributed to CRM performance

“Flowstate took the hassle out of trying to manage peak retail activity ourselves. The creative and strategy were sharp, and the results exceeded expectations.”

Bryce Perron, Director, CPAP Direct

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How we worked together:

Flowstate partnered with CPAP Direct to design and build a connected CRM and customer engagement system aligned to both regulatory requirements and commercial performance.

We conducted a full audit, analysing acquisition pathways, product category behaviour, historical engagement patterns, data capture integrity, and CRM configuration. This revealed gaps in how behavioural data was being used to guide customers through education and purchase stages.

We then mapped the complete customer journey — from initial interest through to product consideration, purchase, and post-purchase support. The CRM was redesigned around intent-based segmentation, high-value customer identification, behaviour-driven triggers, and product-specific engagement pathways.

Klaviyo was used as the core CRM platform, integrated tightly with the ecommerce system to ensure accurate data flow and reporting.

The system delivered:

• Advanced segmentation aligned to product categories and behaviour

• Structured automation across key commercial windows

• Customer experience designed around healthcare sensitivity and trust

• Real-time monitoring and reporting for performance visibility

• Ongoing refinement to improve journey performance

Outcome:

• 34.7% average engagement rate across customer journey stages

• 3.5% order rate across structured commercial windows

• Improved segmentation accuracy and targeting precision

• Stronger revenue attribution tied to CRM performance

Performance was driven by journey design and segmentation logic — not isolated activity.

CPAP Direct now operates with clearly defined customer stages mapped to real needs, behaviour-driven segmentation aligned to product complexity, integrated CRM and ecommerce systems, and greater control over peak retail performance.