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 CRM and customer lifecycle 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 required a structured CRM and lifecycle infrastructure that could align acquisition, engagement, and conversion into a cohesive experience.

Where the disconnect existed

• Lifecycle stages not clearly mapped to behavioural signals
• Segmentation limited to basic database groupings
• Conversion journeys not fully aligned to product education pathways
• Inconsistent customer experience across touchpoints
• Revenue attribution not clearly tied 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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Installing the Enterprise Experience System

Flowstate partnered with CPAP Direct to design and implement a connected CRM and lifecycle infrastructure aligned to both regulatory requirements and commercial performance.

The objective was to improve customer engagement while strengthening segmentation and system integration.

Diagnose the Disconnect

We conducted a full lifecycle audit, analysing:

• Customer acquisition pathways
• Product category behaviour
• Historical engagement patterns
• Data capture integrity
• CRM configuration and segmentation logic

This revealed gaps in how behavioural data was being leveraged to guide customers through education and purchase stages.

Design the Connection

We mapped the complete customer journey, from initial interest through to product consideration, purchase, and post purchase support.

The CRM architecture was redesigned to reflect:

• Intent based segmentation
• High value customer identification
• Behaviour driven journey triggers
• Product specific engagement pathways

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

Install and Operationalise

The installed system included:

• Advanced segmentation aligned to product categories and behaviour
• Structured lifecycle automation across key commercial windows
• Customer experience design aligned to healthcare sensitivity and trust
• Real time monitoring and reporting layer for performance visibility
• Ongoing optimisation to refine journey performance

The transformation focused on integration and governance, not short term promotion.

Outcome

Following the infrastructure installation:

• 34.7% average engagement rate achieved across lifecycle stages
• 3.5% order rate across structured commercial windows
• Improved segmentation accuracy and customer targeting precision
• Stronger revenue attribution tied to CRM architecture

Performance was driven by journey structure and segmentation logic rather than isolated activity.

What This Enabled

CPAP Direct now operates with:

• Clearly defined lifecycle stages mapped to customer needs
• Behaviour driven segmentation aligned to product complexity
• Integrated CRM and ecommerce systems ensuring accurate data flow
• Greater control over peak retail performance
• Measurable lifecycle contribution to revenue

The result is a more connected customer experience that supports both education and conversion in a regulated healthcare environment.