Fizz Life: Twenty39

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Unifying Customer Data and Replacing an Expensive Warranty Platform

Twenty39 operated four separate Shopify stores for customers in different countries.

While this structure supported the company’s regional operations, it also fragmented its customer, order and product data. Each store functioned as a separate source of information, making it difficult to understand purchasing behaviour across the business or run coordinated marketing activities.

We developed a custom platform that connected the four Shopify stores, brought their data together and gave Twenty39 practical tools for customer segmentation and warranty management.

The challenge

Because customer data was siloed across four Shopify stores, Twenty39 could not easily see who had purchased particular products across its complete customer base.

Marketing activities often had to be performed separately for each store. This either meant repeating the same work four times or limiting a campaign to only one part of the market.

The existing Shopify interfaces also did not provide the level of segmentation the team required.

For example, Twenty39 might want to identify customers who had purchased a particular machine but had not purchased any related flavours or accessories. Answering that type of question required more than filtering customers by a single purchase.

At the same time, the company was paying a significant amount for a third-party warranty platform that did not fit its requirements particularly well.

The system had limitations around product registration, and Twenty39 did not retain ownership of the warranty database being created through it.

Unifying the Shopify data

We developed a custom integration using the Shopify API to retrieve and consolidate customer, order and product information from all four stores.

Instead of treating each Shopify store as a completely separate source, the new platform gave Twenty39 a centralised view of purchasing activity across the business.

Products were synchronised into the system, allowing the team to build customer segments based on what people had purchased.

The platform could identify customers according to:

• Products they had purchased.
• Products they had not purchased.
• Combinations of products purchased and not purchased.
• Purchasing activity across multiple Shopify stores.

This made it possible to create much more precise customer groups.

Rather than sending a broad campaign to every customer, the team could identify people with a specific purchasing history and send them a more relevant offer or follow-up message.

The resulting customer lists could then be exported into spreadsheets for use in marketing campaigns and other business activities.

Building warranty management into the platform

Once the Shopify customer and purchase data had been consolidated, it created an opportunity to solve another business problem.

Because the system already knew which products had been purchased and which customer had purchased them, we expanded the platform to include warranty registration and management.

Customers could register using their email address. The system would then match that address against their Shopify purchasing history and identify the applicable products.

Those products could be registered for warranty without requiring the customer to manually re-enter information the business already held.

This created a more straightforward registration process while giving Twenty39 direct control over its warranty records.

Replacing the third-party warranty system

The custom warranty functionality allowed Twenty39 to replace its existing third-party platform.

In addition to removing the restrictions of the previous system, the new solution ensured that Twenty39 retained ownership of its customer and warranty data.

The savings generated by replacing the third-party platform meant the custom build paid for itself within approximately 12 months.

The combined customer intelligence and warranty platform therefore addressed two previously separate problems through the same underlying Shopify data.

The outcome

Twenty39 gained a centralised platform that worked across its four Shopify stores.

The completed solution:

• Consolidated previously siloed customer and purchasing data.
• Reduced the need to repeat marketing activities for each store.
• Enabled advanced segmentation based on products purchased and not purchased.
• Allowed targeted customer lists to be exported for marketing.
• Automated warranty registration using existing Shopify purchase records.
• Replaced an expensive and restrictive third-party warranty platform.
• Gave Twenty39 ownership of its warranty and customer data.
• Paid for itself within approximately 12 months through platform savings.

The result was more than a reporting tool. It gave Twenty39 a practical way to understand its customers, run more targeted marketing and manage warranties through a system built around the way the business actually operated.

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