Fuel Made Pilot Pack
Summersalt
Swim + lifestyle brand layering “Everywhere” apparel onto core swim without matching navigation or lifecycle.
Revenue est. mid-8 figures
Shopify Plus
Priority: High
Why This Matters Now
Summersalt is spending on spring/summer swim and “Everywhere” apparel at the same time, yet the site and lifecycle still highlight only one story, so paid traffic dies right before peak demand.
Killer Insight
Capsule storytelling shares a single template, so yesterday’s hero keeps stealing today’s traffic.
What’s happening
- Swim + apparel nav/PDP share one template, so old drops stay live.
- Checkout remains USD-first; EU/UK shoppers see surprise totals.
- Klaviyo drops highlight only the latest story; older capsules never resurface.
What to fix
- Give every capsule its own nav + PDP modules with bundles.
- Swap currency/duty copy for EU/UK traffic.
- Rotate all capsules through drop-specific Klaviyo arcs.
Contact
- Primary contact: Head of Ecommerce — Lori Coulter (Co-founder & CEO) (LinkedIn)
- Email pattern: firstname@summersalt.com (support uses hello@summersalt.com)
- Also relevant: VP Growth; Director of Lifecycle / CRM
Best Entry Angle
Drop-specific Shopify sections + Klaviyo arcs stop new capsules from cannibalizing swim season.
Expected Impact
- Higher PDP conversion by giving each capsule its own story.
- More lifecycle revenue as older drops re-enter the calendar.