HuntCom makes beautiful home candles and lifestyle products that women love. The brand had no problem getting people through the door — ad spend was bringing in traffic and first-time buyers. But behind the scenes, the numbers told a different story.
ROI on ad spend was low. Customers were buying once and disappearing. Churn was quietly draining the growth that marketing was working so hard to create.
The product wasn't the problem. The follow-up was.
We ran a full lifecycle audit of HuntCom's CRM — tracking every touchpoint from first click to churn. The pattern was obvious once you saw it:
30% of customer churn was caused by poor follow-up.
A first-time buyer would discover HuntCom through an ad, fall in love with a candle, place an order… and then hear nothing. No welcome sequence. No "how to get the most from your candle" email. No nudge when their candle was running low. No reason to come back.
For a product category that's deeply personal and habit-forming — home fragrance, self-care, gifting — this was a massive missed opportunity. These customers wanted a relationship with the brand. HuntCom just wasn't showing up after the sale.
We worked alongside HuntCom's lean marketing team to design and launch a CRM system that actually matched the warmth of their brand. Here's how it came together:
We mapped the full customer journey — from ad click to repeat purchase (or drop-off). The data showed two critical windows where customers were most likely to churn: the first 7 days after an initial purchase, and the 45-day mark when product replenishment should naturally kick in.
Customers who received no communication in the first 72 hours were significantly less likely to return. For a brand built on cozy, personal moments at home, the post-purchase silence felt like a disconnect.
One-size-fits-all emails weren't going to cut it for HuntCom's audience. We designed nurture sequences tailored to real customer behavior:
Each flow spoke to where the customer actually was in their relationship with HuntCom, not where the brand assumed they were.
We wired everything into HuntCom's existing CRM platform with trigger-based automation:
The CRM went from silent to always-on — running 24/7 without adding a single task to the team's plate.
The impact showed up fast:
| Metric | Before | After |
|---|---|---|
| Ad spend ROI | Baseline | +50% |
| Customer retention | Baseline | +25% improvement |
| Churn from poor follow-up | 30% of total churn | Eliminated |
The same ad budget started working harder — not because the ads changed, but because the customers who came in were actually being retained. Every new customer acquired was now worth significantly more over their lifetime.
HuntCom stopped pouring money into acquisition to replace churning customers and started building a base of loyal, repeat buyers who genuinely loved the brand.
Beyond the headline numbers, the day-to-day shifted too:
For a home candle brand where the buying experience should feel as warm as the product itself, the CRM finally matched the brand promise.
