Connecting product discovery, ecommerce and repeat purchase.
MORO Essentials is a Belgian home and body care brand built around refillable products and design-led everyday essentials.
We brought together strategy, ecommerce design, performance marketing, creative and email to support the customer journey—from understanding the products and making a first purchase to returning for more.
The priority.
Turn interest in the brand into a clearer path to purchase and an ongoing customer relationship.
MORO needed to communicate both the appeal of its products and how its refill approach worked. Prospective customers needed to understand what to buy, how to use it and why it fitted their everyday routines.
The commercial challenge extended beyond acquisition. The website, advertising and email needed to work together to support conversion, product education and repeat purchase.
Our approach.
We connected the brand’s product story with the practical decisions customers make.
Audience personas, content narratives and journey planning shaped how we communicated quality, design, convenience and refillability. These foundations informed the ecommerce experience, campaign creative and email content.
We combined that work with performance analysis, helping the team consider customer acquisition, conversion and retention together.
The work.
Strategy grounded in customer understanding.
We developed audience personas, messaging and content narratives around the motivations and questions influencing purchase.
The strategy balanced the brand’s premium aesthetic with practical product education. It helped explain the refill process, address barriers to trying something new and give customers relevant reasons to choose MORO.
An ecommerce experience that supports the product story.
Our UX, UI and development work connected MORO’s existing visual identity with a clearer shopping experience.
The focus was on helping customers explore the range, understand products and move towards purchase. Website optimisation supported that journey through design improvements, campaign requirements and attention to conversion barriers.
Performance marketing connected to creative.
We managed acquisition activity across paid search and social, bringing campaign structure, audience targeting, creative and budget decisions into a coordinated approach.
Advertising concepts and copy translated the product narratives into channel-specific messages. Working from MORO’s existing brand guidelines and assets, we developed creative that connected the appeal of the products with clear reasons to explore and buy.
Email that supports the customer relationship.
Working closely with MORO’s team, we supported email strategy, journey planning, copy and automation in English and Dutch. MORO played a substantial role in the email design, with our contribution focused on how communications supported acquisition, product education and retention.
Welcome and post-purchase communications helped introduce the range and explain product use. The wider lifecycle planning addressed browsing, abandoned baskets, refills, repeat purchase and re-engagement.
This gave email a role beyond promotion: helping customers understand the products and supporting the relationship after their first order.
Measurement that informs commercial decisions.
Tracking, reporting and performance reviews brought website and campaign activity into a shared view of the ecommerce business.
The work considered acquisition costs, conversion, order value and returning customers, helping guide priorities across media, offers, website improvements and retention activity.
The result.
MORO gained a more connected approach to direct-to-consumer marketing, with strategy, creative, ecommerce and email supporting the same customer journey.
The work created clearer product communications and a stronger connection between acquisition and retention. Business reviews recorded revenue growth alongside improving marketing efficiency in Belgium, with campaign execution, website optimisation and retention activity contributing alongside the broader development of the business.
Together, these capabilities established a foundation for introducing customers to MORO and supporting a longer-term relationship with the brand.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.