212% year-on-year growth & conversion rates increasing from 2% to 8%

About Microtexx

When Microtexx partnered with Kilo Oscar, the business already had strong products, loyal customers, and clear market demand within the haircare space.

But online, the brand was significantly underperforming relative to its potential.

Their Shopify store lacked conversion strategy, retention systems were underdeveloped, content production lacked consistency, and advertising performance was inconsistent and difficult to scale profitably. Customer acquisition costs were high, return on ad spend hovered around break-even, and the online experience did not reflect the quality of the products themselves.

The products were strong. The systems behind the business were not.

Discovery

After auditing the business, it became clear that almost every part of the customer journey was operating independently.

The website lacked structure and conversion-focused design. Email marketing was heavily underutilised despite strong repeat purchase potential. Content production lacked consistency and strategic direction. And paid advertising campaigns were not supported by the level of creative and optimisation required to scale effectively.

Like many growing eCommerce brands, Microtexx had built momentum through good products and strong customer feedback, but the digital ecosystem behind the business had not evolved enough to maximise growth.

Without stronger systems, profitability and scalability would continue becoming more difficult over time.

Strategy & Execution

Kilo Oscar rebuilt the business’s digital performance ecosystem from the ground up.

We completely overhauled the Shopify website with a stronger focus on customer experience, conversion optimisation, mobile usability, and clearer purchasing pathways designed to improve overall conversion performance.

At the same time, we rebuilt the Klaviyo ecosystem, implementing automated lifecycle flows, retention campaigns, abandoned cart systems, welcome sequences, and post-purchase journeys designed to increase repeat purchases and long-term customer value.

On the acquisition side, Meta advertising campaigns were restructured around stronger creative strategy, improved targeting, and more effective optimisation systems. Content production also became a major focus, with consistent video creation and creative development designed to support both organic performance and paid advertising results.

Rather than improving isolated parts of the business, the objective was to create a connected system capable of supporting sustainable eCommerce growth long term.

Results

Microtexx experienced significant year-on-year growth while substantially improving profitability, customer acquisition, and website performance.

Website conversion rates increased from approximately 2–3% to consistently performing between 6–8% following the website overhaul and customer journey improvements.

Advertising performance improved significantly, with campaigns moving from approximately break-even returns to consistently achieving between 200–400% return on ad spend across key campaigns and product launches.

The business also achieved record-breaking sales periods while strengthening customer retention and long-term revenue performance through improved email and SMS systems.

More importantly, Microtexx evolved from a business with strong products but disconnected systems into a far more scalable and profitable eCommerce brand.