Bon Charge

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Bon Charge is a global wellness brand with a rapidly growing customer base and strong acquisition momentum. While audience growth was healthy, lifecycle monetisation was not operating as a structured CRM system.

Customer data existed across ecommerce, CRM, and paid channels, but it was not architected into a unified lifecycle framework. Conversion, repeat purchase, loyalty, and referral were functioning, but not as a coordinated system.

The challenge was not communication volume. It was infrastructure.

Bon Charge needed to transform CRM from a campaign tool into governed lifecycle architecture that could forecast revenue contribution and support long-term growth.

Where the disconnect existed

• CRM operating as a messaging platform rather than lifecycle engine
• Fragmented data across acquisition, purchase, and retention stages
• Loyalty and referral mechanics not embedded into lifecycle logic
• Limited revenue forecasting tied to customer journey stages
• Segmentation not fully aligned to behavioural and purchase signals

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Installing the infrastructure

Flowstate applied the State of Flow system to design and install structured CRM and lifecycle infrastructure across Bon Charge’s ecosystem.

Diagnose the Disconnect

We conducted a full lifecycle and CRM audit, mapping acquisition sources, behavioural data, purchase flows, and retention mechanics.

This surfaced underutilised segments, missed lifecycle transitions, and gaps between data collection and revenue attribution.

The output was a prioritised infrastructure roadmap tied directly to commercial outcomes.

Design the Connection

We redesigned the lifecycle architecture across:

• Acquisition to first purchase
• First purchase to repeat purchase
• Loyalty and referral integration
• Replenishment and cross-sell logic
• Data enrichment and behavioural segmentation

CRM was repositioned as a central decision layer, not a broadcast tool.

Install and Operationalise

The roadmap focused on installing:

• Structured lifecycle flow architecture
• Advanced segmentation and governance controls
• Loyalty and referral program integration
• Zero and first-party data capture expansion
• Cross-channel data alignment for improved attribution

The system was built to measure revenue predictability across lifecycle stages.

Outcome

Within six months, CRM evolved into a structured revenue engine rather than a campaign channel.

Results included:

• Over 40% contribution from owned lifecycle channels
• Improved conversion across first purchase and repeat purchase stages
• Increased repeat purchase rate by three to five percentage points
• Improved customer segmentation accuracy and targeting precision
• Clear lifecycle revenue forecasting tied to CRM performance

Revenue became measurable by journey stage rather than by isolated sends.

Compounding advantage

By installing lifecycle infrastructure instead of optimising isolated campaigns, Bon Charge gained operational clarity and long-term growth capability.

Customer data now flows through a structured CRM architecture. Loyalty mechanics are embedded. Segmentation is governed. Reporting ties directly to revenue contribution.

The result is not more activity. It is lifecycle control.