Billy Aloha is a lifestyle brand rooted in Hawaii, best known for its surf-inspired designs and the vibrant energy of its resort-based retail stores. Tourists and locals alike loved the experience of shopping in person — the stores carried a sense of fun, relaxation, and community. But when people flew home after their holiday, that connection was lost. The challenge was to translate the spirit of Hawaii into digital touchpoints that nurtured both resort visitors and new online shoppers.

Despite the strength of their in-store presence, online communication was fragmented. There were no automated journeys to welcome new subscribers, no structured way to re-engage past POS customers once they left Hawaii, and no ongoing narrative that reflected the brand’s playful, loyal-community feel. Sales outside of the resort locations felt disconnected and inconsistent.

• Built a flow ecosystem that carried the in-store resort experience into email — conversational, laid-back, and personal.
• Created reintroduction flows for past POS customers so that the brand stayed top of mind after their holiday ended.
• Designed emails that felt like they came from a favourite local brand, not a faceless online store — ensuring messaging felt intentional and familiar.

Within three months, flows increased revenue by 182% and helped drive an overall +174% growth in email sales. Engagement soared too, with open rates consistently above 60%, proving that customers resonated with the warm, community-driven tone that now carried beyond the physical store.