Lunar Luxuries Body Care: 582 owned customers and a 42% repeat-buy rate
How a Tomball skincare brand turned scattered customer contacts into a 582-person owned audience — and a 42% repeat-buy rate.
The business
Lunar Luxuries Body Care is a handmade skincare and body care brand run by Kristin Kelley out of 619 W. Main St in Tomball, Texas.
Sales come from a mix of online orders, local markets, and word of mouth — the kind of business where customers arrive from six directions at once and, without a system, disappear just as fast.
The problem
Before the platform, customer data lived wherever it landed: order emails, a website form, a phone that rang while she was elbow-deep in a batch. Missed calls were missed sales.
Past buyers were invisible. There was no way to know who had ordered once versus who was a regular, and no automatic way to ask a happy customer for a review or a referral. Every follow-up depended on Kristin remembering to do it.
What we built
We stood up her full marketing operating system in Wingman and have run it continuously from October 2024 through today.
One customer database
Every order, form fill, giveaway entry, subscribe, payment link, and phone call now writes to a single record. Sources are tracked automatically — web shop, in-store, giveaways, subscriptions, and inbound calls all flow into the same list.
Missed-call text back
Any call she can't answer triggers an automatic text within seconds, so the customer isn't left hanging.
Automatic customer tagging
Contacts are tagged the moment they buy and again when they buy a second time, so she can see her buyer base and her regulars at a glance.
Review and referral engines
After a purchase, an automated sequence asks about the experience, routes happy customers to leave a public review, and separately asks for referrals — with the referral itself getting followed up automatically.
List hygiene automations
Bad phone numbers, bounced emails, and spam callers are detected and cleaned or suppressed on their own, so messaging stays deliverable and costs stay low.
Booking and reminders
Calendars with confirmation, reminder, no-show, and reschedule sequences — no manual chasing.
Nurture, lead magnets, and seasonal campaigns
Newsletter, opt-in offers, and holiday and birthday messaging templates ready to fire.
In total: 105 automations built, 61 of them live, plus lead forms, calendars, and a full pipeline structure — all running without Kristin touching them.
The results
| Metric | Result |
|---|---|
| Contacts captured and owned | 582 |
| Customers who have ordered | 26946% of the database |
| Repeat customers | 11242% of all buyers |
| Phone conversations tracked | 571 |
| Missed calls auto-texted back | 61 |
| Automations running | 61 liveof 105 built |
| Months of continuous operation | 22 |
The number that matters most is the repeat rate. Four out of ten people who buy from Lunar Luxuries buy again — in a product category where most brands never learn a customer's name. That doesn't happen by accident; it happens because every buyer is captured, tagged, thanked, and re-engaged automatically.
Second most important: 61 missed calls that got an instant text back instead of silence. For a one-woman operation, that's 61 conversations that would otherwise have gone to a competitor.
The takeaway
A small local brand doesn't need more traffic first — it needs to stop leaking the customers it already earns.
Lunar Luxuries now owns a 582-person audience, answers every call one way or another, and turns nearly half of its buyers into repeat buyers. That's an asset that compounds every month, and it runs whether or not the owner is at her desk.
Stop leaking the customers you already earn
See Wingman run your follow-up, booking and reviews live — in 30 minutes, on your business.