The challenge: fragmented tools and stalled adoption
This Canadian luxury jewelry retailer, with nearly four decades of history, relied on a patchwork of WordPress, WooCommerce, and Constant Contact to manage its website and marketing. Over time, this created significant data silos. A contact database of more than 25,000 records had been imported incorrectly, leaving no segmentation and no reliable way to nurture leads.
The team also struggled with technical setup. Domains and subdomains were misaligned, and webchat lacked a clear plan. These issues slowed progress and caused internal friction. Adoption was further delayed because a key staff member resisted change while the primary technical lead was unavailable during onboarding.
The approach: hands-on integration and guided learning
Instead of jumping into advanced campaigns, onboarding focused on solving the most critical integration problems first. This meant:
- Mapping a clear process to import and segment contacts correctly
- Walking the team through domain and email setup to establish a reliable foundation
- Distinguishing between what onboarding covers and when an agency partner would be needed
Once the basics were in place, the consultant introduced a project-based learning approach. Together, they built a live landing page, connected forms, and an automated workflow that sent instant confirmations to new inquiries. This gave the team a working system they could see in action — a tangible example of automation that replaced a manual step.
The consultant also provided targeted training on email marketing, list segmentation, and reporting dashboards. By tying learning to real, immediate projects, the team gained both confidence and clarity.
The results: a functional system and a roadmap forward
- A functional HubSpot campaign system with automation replacing manual processes
- Improved data visibility through connected subdomains, new reports, and dashboards
- A clear next-step roadmap, including exploring content marketing and a potential CMS migration to HubSpot for a unified digital presence
The biggest change was less about technology and more about mindset: the team shifted from frustration to empowerment. With foundational skills in place, they were positioned to continue their growth journey.
Key metrics
| Metric |
Value |
Source |
Confidence |
| Contact records |
25,000+ |
Case Draft |
5 |
| Employees |
45–72 |
Company Profile |
3 |
| Annual revenue |
$9M–$19.1M |
Company Profile |
3 |
Why this story matters
Many businesses in traditional industries wrestle with legacy tech stacks that were never designed to work together. This case shows the importance of starting with fundamentals — data organization, domain setup, and simple workflows — before scaling into advanced campaigns.
By focusing on practical, hands-on onboarding, the retailer transformed a stalled start into a structured plan for digital maturity.
