Case Study: Morrison Outdoors | Waypoint Systems
Case Study
E-Commerce
Kids Outdoor Gear

A Kids Gear Brand’s Revenue,
Recovered and Retained.

SM
Tavis Malcom
Founder · Morrison Outdoors
Direct-to-Consumer Kids Outdoor Gear · Sleeping Bags, Apparel, Trail Carriers, Trade-In Program
22%
Cart Recovery Rate
4x
Reviews in 60 Days
3x
Trade-In Engagement
2x
Repeat Purchase Rate
The Problem

Great products. Revenue leaking at every stage after the click.

Morrison Outdoors makes genuinely excellent gear for kids. The product was not the problem. The problem was everything that happened after a customer landed on the site. Revenue was walking out the door quietly, and no one had a system to catch it.

Abandoned Carts, No Recovery Plan

Customers were adding sleeping bags, sun hoodies, and trail carriers to their carts and leaving. The store had no recovery sequence in place. No reminder. No follow-up. No second chance. Those customers loaded up and walked away, and Morrison Outdoors never knew how many would have come back with just one nudge.

0
cart recovery touchpoints in place before this engagement
Zero Post-Purchase Relationship

Morrison Outdoors shipped the product and went silent. No review request. No check-in. No reminder that kids grow fast and the trade-in program exists. The brand had built a genuinely loyal customer base and was doing nothing to deepen that relationship after the first purchase, leaving repeat revenue and social proof entirely to chance.

3%
of customers leaving a review without being asked
The Solution

Two automated systems. Revenue recovered, reviews earned, customers retained.

Waypoint Systems built a two-part revenue engine: a cart recovery sequence that re-engages abandoners before they disappear, and a post-purchase flow that generates reviews, builds loyalty, and triggers the trade-in conversation at exactly the right moment.

System 01
3-Touch Cart Recovery
Three targeted messages bring abandoners back with the right tone at the right moment, not a single generic blast.
1
Touch 1: The gentle reminder at 1 hourA simple, warm email shows the customer exactly what they left behind. No pressure. Just a visual of the product, a clean cart link, and a friendly tone that fits the Morrison brand.
2
Touch 2: Social proof at 24 hoursThe second message leans into reviews and real-parent language. It addresses the hesitation that likely stopped the purchase and reinforces why other families trust the gear.
3
Touch 3: The closer at 72 hoursA final nudge with a time-sensitive incentive, sized correctly to recover the order without training customers to abandon on purpose. Fires only if the cart is still open.
4
Sequence exits on purchaseThe moment a customer completes their order they exit the recovery sequence automatically. No awkward discount email after they have already bought.
System 02
Post-Purchase and Trade-In Engine
Every customer who buys enters a relationship sequence that earns reviews, builds loyalty, and triggers the trade-in conversation at exactly the right time.
1
Day 3: Delivery check-inA quick, human-feeling message confirms the order arrived and asks if everything looks right. Opens a direct line before any dissatisfaction becomes a negative review.
2
Day 14: Review requestTwo weeks in, the family has used the product. A well-timed review request goes out with a direct link. No hoops. No lengthy survey. Review volume quadrupled in the first 60 days.
3
Day 90: “Time to size up?” trade-in triggerThree months after purchase, kids have grown. The system sends a personalized trade-in reminder tied to the specific product purchased, the next size up, and the credit value waiting for them.
4
Ongoing: Loyalty and re-engagementCustomers who complete a trade-in or leave a review enter a loyalty tier sequence. Repeat buyers are treated differently than first-time customers from this point forward.
Infrastructure

Built to fit. Not forced in.

Every system connects directly to the platforms Morrison Outdoors was already using. No migrations. No new storefronts. The automation layer sits on top of the existing stack and makes it work harder.

Waypoint Commerce Hub
Automation Layer · Klaviyo · Claude AI · Private Server
Shopify
Orders · Cart events · Customer data
Klaviyo
Email sequences · Segmentation
Judge.me
Review requests · Display · UGC
Trade-In Portal
Credit issuance · Size-up triggers
SMS / Postscript
Cart recovery · Trade-in alerts
Google Analytics
Recovery attribution · Revenue tracking
The Results

Revenue that was leaving is now staying.

One in five abandoned carts comes back. Reviews generate themselves. The trade-in program drives repeat purchases instead of sitting unused. Every system runs automatically, every day, with no ongoing manual effort from the Morrison team.

22%
Cart recovery rate
More than one in five abandoned carts converts through the 3-touch sequence, recovering revenue that previously disappeared.
4x
Reviews generated in 60 days
A well-timed Day 14 ask turned passive buyers into vocal advocates. Review volume quadrupled inside two months.
3x
Trade-in program engagement
The “time to size up?” trigger at 90 days tripled engagement with the trade-in program and drove a direct lift in repeat purchases.
0
Manual follow-up required
All sequences run automatically. Cart recovery, review requests, and trade-in triggers fire without any intervention from the Morrison team.
2
Revenue systems on autopilot
Cart recovery and the post-purchase engine each generate revenue independently, every day, without anyone touching them.
2x
Repeat customer purchase rate
Customers who enter the post-purchase sequence are twice as likely to buy again within six months compared to those who do not.
“
We had customers who genuinely loved the brand coming back to buy again, but we were not doing anything to make that happen. No review ask. No trade-in reminder. We were just hoping. Now those things happen automatically, and we are seeing it directly in the numbers. The cart recovery alone paid for everything in the first month.
Tavis Malcom  ·  Founder, Morrison Outdoors
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