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Case Study

Fractional Ecommerce Leadership Sets Up DTC Transformation

After 130 years, Lifeway was looking for a change: they shifted from 170 brick and mortar stores across the US to a completely online, DTC ecommerce business model.

Embracing Change in a Digital-First Era

The story of Lifeway’s transformation is a compelling narrative of adaptation, resilience, and strategic foresight. Founded in 1891, Lifeway has long been a cornerstone in the global non-profit Christian publishing and retail sector. However, the closure of over 170 physical retail stores in 2019 marked a pivotal turning point for the organization. Faced with the urgent need to transition to a digital-first business model, Lifeway partnered with 2 Visions, seeking our expertise to guide them through this monumental shift. Our task was clear yet challenging: to help Lifeway reinvent itself for the digital age while staying true to its core mission and values.

Strategic Collaboration and Brand Transformation

Under the guidance of Yates Jarvis, our founder, who temporarily stepped in as the head of ecommerce, we embarked on a comprehensive journey with Lifeway’s senior leadership, including the Chief Strategy Officer (CSO) and Chief Information Officer/Chief Technology Officer (CIO/CTO). Our collaboration was rooted in a shared vision to not only transition Lifeway online but to transform its entire customer experience (CX) to resonate with today’s digital-first audience. This entailed a full creative overhaul, redefining Lifeway’s branding to better align with its digital transformation goals.

Crafting a Forward-Looking Strategic Plan

Our engagement with Lifeway was multifaceted, focusing on establishing robust marketing and ecommerce strategic plans. We facilitated cross-functional workshops with leaders across the organization, laying the groundwork for a unified strategic vision. This process was instrumental in steering Lifeway’s organizational strategy transformation, ensuring a cohesive approach to its digital-first transition. In addition to more strategic recommendations, we also worked with frontline directors in improving online performance via strategic initiatives around Conversion Rate Optimization (CRO), User Experience/User Interface (UX/UI), Search Engine Optimization (SEO), advertising such as Pay-Per-Click (PPC), and Branding.

Revolutionizing Teams and Technology

A key component of Lifeway’s transformation involved a thorough overhaul of teams, processes, and technology to streamline its Direct-to-Consumer (DTC) ecommerce and marketing functions. Our consultancy delved deep into the organizational structure, suggesting significant shifts in how Lifeway operates, measures success, and competes in the digital marketplace. These recommendations were designed not only to enhance Lifeway’s online presence but also to empower its teams with the tools and processes needed for sustained success in a rapidly evolving digital landscape.


Charleston, South Carolina

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Ecommerce Consultant Yates Jarvis

After you reach out via this form, we’ll schedule a 1-on-1 call for introductions. Looking forward to connecting soon!

– Yates Jarvis, Founder & Principal Consultant


Charleston, South Carolina

General Inquiries

Not looking for services?

Prospective partners can email

Step 1

Introductions & Fit call

Reach out via our form and we’ll schedule a call to better understand your current situation and goals to see if/how we can help.

Step 2

Free Assessment

We then assess your situation and recommend a customized plan.

Step 3

1-1 Help

You will work directly with Yates to bring the plan to life.

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