What We Understand
The newer discussion shows this is not only a Shopify project. Labels24 is a useful digital channel, but the wider opportunity is CRM-led control over leads, reps, customers, orders, and follow-up.
Labels24 Is Early Stage
Labels24 has a clear online label-ordering vision, but it is not yet the core sales engine. The system should support this channel without assuming all revenue already flows through Shopify.
Reps, Customers And Manual Follow-Up
The business has active reps, internal staff, active customers, dormant customers, and manual communication across email, calls, WhatsApp, and existing business systems.
CRM As The Visibility Layer
Sage/Pastel, the current rep/order system, Shopify, email, WhatsApp, and customer records should be mapped into one workflow view where possible.
Main Problems To Solve
The first build should target the workflows that create visible value quickly, rather than trying to replace every system at once.
Fast Lead Handling
New website, email, WhatsApp, Meta, or manual enquiries should be captured quickly, qualified properly, and routed to the right person.
Rep Pipeline Visibility
Managers need the full picture. Reps need their own accounts, opportunities, tasks, and next actions without noise from unrelated records.
Complex Product Intake
Customers may not know what label or packaging specification they need. The system should ask better questions before a quote is prepared.
Dormant Customer Reactivation
Inactive customers should be segmented, contacted, and routed back to reps only when there is useful buying intent or a clear next action.
Customer Service Routing
Delivery, order, invoice, proof, and service queries should become trackable tasks or cases rather than scattered calls and messages.
System Connection
Existing systems should be mapped first, then connected responsibly through direct integration, import rhythm, or controlled workflow handoff.
Recommended Operating Model
Keep the current business systems where they are useful. Add CRM as the practical layer that coordinates customer activity, rep work, follow-up, and visibility.
Sources
Website, email, WhatsApp, Meta leads, manual entry, Shopify, Sage/Pastel exports, and existing customer records.
CRM Record
Each enquiry or customer is matched to a contact, company, opportunity, owner, status, and next action.
Conversation Agent
Automated conversation workflows qualify, follow up, remind, and capture customer intent where approved.
Team Handoff
Reps, customer service, admin, or management receive the task, context, and pipeline status they need.
Dashboard
Managers see pipeline health, rep activity, dormant reactivation, service queries, and follow-up performance.
Recommended Rollout
A staged rollout lets the team prove value in the simplest places first, then expand once the workflows and data model are reliable.
Discovery + System Map
Review CRM, Labels24 website, Shopify, Sage/Pastel, current rep/order system, customer data, lead sources, and first pilot priorities.
- Access checklist.
- Data-source map.
- Workflow map.
- Pilot plan.
CRM Foundation
Build the CRM structure for contacts, companies, opportunities, tasks, rep ownership, customer status, and management visibility.
- Fields and tags.
- Pipeline setup.
- Role views.
- Dashboard basics.
Conversation Automation
Add controlled workflows for website enquiry handling, WhatsApp follow-up, email follow-up, qualification, reminders, and rep handoff.
- Lead qualification.
- Quote follow-up.
- Proof/artwork prompts.
- Message approval.
Reactivation Pilot
Use dormant or known-account lists to test controlled outreach, capture intent, and route warm opportunities back to reps.
- Dormant segments.
- Known-account pilot.
- Outcome tracking.
- Rep tasks.
Service + Integration Expansion
Expand into delivery, proof, invoice, customer service, and deeper system reporting once the foundation is stable.
- Service query routing.
- Order visibility.
- Data import rhythm.
- Management reporting.
Suggested CRM Pipelines
These are the first practical pipelines to make the demo and implementation relevant to the business reality discussed.
| Pipeline | Purpose | Example Stages |
|---|---|---|
| New Lead / Enquiry | Capture and qualify new demand from website, email, WhatsApp, Meta, referral, or manual entry. | New enquiry, qualification started, product need identified, missing info requested, assigned to rep, quote needed, nurture, disqualified. |
| Quote / Order | Manage work from qualified enquiry through quote, order, invoice, fulfilment, delivery, and repeat follow-up. | Quote required, quote in progress, quote sent, follow-up, order confirmed, invoice/admin required, fulfilment, delivery, closed. |
| Customer Service / Delivery Query | Track order, delivery, invoice, proof, and service queries so the right person owns the next action. | Query received, customer identified, reference found, assigned, waiting on update, customer updated, resolved, escalated. |
| Dormant Customer Reactivation | Turn inactive account lists into a measurable outreach and recovery process. | Dormant identified, outreach scheduled, attempted, interested, needs quote, rep follow-up, reactivated, not interested. |
Conversation Automation Use Cases
The first version should focus on practical conversation workflows and internal routing. Customer-facing automation should only go live after approval.
Website Lead Follow-Up
Capture a new enquiry, ask qualifying questions, create a CRM opportunity, and route the lead to the right rep or nurture path.
WhatsApp Relationship Channel
Use WhatsApp for acknowledgement, quote follow-up, proof reminders, delivery updates, and customer service prompts.
Complex Label Intake
Ask about use case, material, size, quantity, artwork, urgency, delivery, and design support before a quote is prepared.
Dormant Customer Reactivation
Identify inactive accounts, send controlled outreach, capture buying intent, and create rep follow-up only when useful.
Customer Service Routing
Convert delivery, invoice, order-status, and proof questions into clear CRM tasks with owner, status, and next action.
Known-Account Ordering Pilot
For customers buying known items, prompt for stock needs, quantity, timing, and route confirmed interest to the correct rep.
Dashboard Views
Management visibility is one of the most important outcomes. These views make the work measurable.
Lead + Quote Health
- New leads by source.
- Open quote value.
- Quotes awaiting follow-up.
- Opportunities by rep.
Dormant Reactivation
- Dormant accounts contacted.
- Interested responses.
- Rep callbacks created.
- Reactivated orders.
Customer Service
- Open delivery queries.
- Invoice/admin queries.
- Proof/artwork follow-ups.
- Overdue customer updates.
Rep Workload
- Tasks due today.
- Overdue follow-ups.
- Won orders.
- Repeat-order opportunities.
What We Need From The Client
These inputs stop the project from guessing and allow the first build to be grounded in the real process.
Access
- CRM access or approval to create the workspace.
- Shopify access for Labels24.
- Sage/Pastel access path, export example, or integration notes.
- Current rep/order platform details.
Data Samples
- Example customer records.
- Example quote, order, and invoice records.
- Dormant customer or last-purchase export.
- Current lead sources and website form destinations.
Business Rules
- Rep list, roles, regions, and account ownership.
- Customer service ownership rules.
- Message approval rules.
- First pilot use cases to prioritize.
Scope Boundaries
The safest path is to build the CRM and automation layer first, then expand system integrations once the workflows are proven.
First Rollout Scope
- CRM setup and workflow structure.
- Lead and enquiry management.
- Conversation automation planning and build.
- WhatsApp/email follow-up workflows.
- Rep assignment and task routing.
- Dormant customer reactivation pilot.
- Customer service query routing.
- Shopify visibility for Labels24 where supported.
- Sage/Pastel and rep/order system discovery.
Not Included Unless Approved
- Full Shopify website rebuild.
- Full accounting migration.
- Custom ERP replacement.
- Full production-floor system replacement.
- Custom software development beyond agreed workflows.
- Paid media campaign management.
- Bulk live customer messaging before approval.
Success Criteria
The first implementation should prove that the team can see work clearly, respond faster, and automate routine follow-up without disrupting current operations.
| Outcome | What Success Looks Like |
|---|---|
| Lead speed | New enquiries are captured, acknowledged, qualified, and routed faster than the current manual email-heavy process. |
| Rep visibility | Reps see their own leads, opportunities, accounts, and tasks; managers see the full team pipeline. |
| Dormant accounts | Inactive customers can be segmented, contacted, and moved into a measurable recovery workflow. |
| Customer service | Delivery, invoice, proof, and order-status queries become trackable records with clear owners. |
| System map | Sage/Pastel, Shopify, and the current rep/order platform have a clear integration or import plan. |
| Operating rhythm | The team has a practical CRM workflow instead of scattered calls, emails, WhatsApp threads, and manual lists. |