Omni-Channel · 2025

Wellness Empowered, Omni-Channel Audit & Strategy

A full omni-channel audit and growth strategy for a women's wellness brand, covering web analysis, customer journey mapping, channel audit and a final integrated recommendation.

Client

Wellness Empowered (Capstone Client)

Industry

Wellness · Coaching · DTC

Role

Omni-Channel Strategist

Year

2025

Amber glass apothecary bottles among eucalyptus leaves on warm beige linen in soft window light.

Case Study · 22

"The problem wasn't reach, it was the handoff. Every channel had a 'top of funnel' job, nothing owned the middle. Naming the missing middle step on each channel was more valuable than adding more content."

Objective

Unify a fragmented digital presence (site, email, IG, TikTok, paid) into one journey and identify the two or three moves that would meaningfully lift discovery and conversion in the next quarter.

Result

A four-part deliverable: web analysis (UX, content, SEO surface), Omni Journey map (awareness to retention), Omni Report with channel audit and gap scoring, and a final presentation with prioritized recommendations and a 90-day rollout.

Deliverables

·Web analysis report, UX, content, SEO and conversion review
·Omni-Channel Journey map, awareness through retention
·Omni Report, channel-by-channel audit with gap scoring
·Final presentation with prioritized recommendations
·90-day rollout plan

Skills applied

Omni-channel strategyCustomer journey mappingWebsite UX analysisChannel auditFunnel diagnostics

Challenge

The brand was active everywhere and converting nowhere, four channels each pulled to their own KPI, with no shared definition of the customer journey or what 'next step' meant on each surface.

Insight

The problem wasn't reach, it was the handoff. Every channel had a 'top of funnel' job, nothing owned the middle. Naming the missing middle step on each channel was more valuable than adding more content.

Strategy

●Map the journey end to end before touching any channel, then audit each channel against the step it actually owns.
●Score channels on the gap between the step they think they own and the step they actually move.
●Recommend two or three high-leverage changes, not a content calendar.

Execution

●Ran a web UX + content + SEO surface audit and wrote the Web Analysis report.
●Drafted the Omni Journey: awareness, consideration, conversion, retention, with channel ownership per step.
●Wrote the Omni Report with a channel-by-channel scorecard and prioritized recommendations.
●Built the Final Presentation around the 'missing middle' insight and a 90-day rollout.

Outcome

●One shared journey artifact the brand could plan against, instead of four separate channel plans.
●A prioritized rollout the team could start the same week.

Key Learnings

●Omni-channel work is mostly editing, the answer is usually fewer assets in better sequence, not more.
●A channel scorecard makes 'this isn't working' a specific conversation, not a vibe.

What I Would Do Next

●Implement the missing-middle email + retargeting nurture and re-score in 60 days.
●Re-run the journey map quarterly as channels shift.

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