How The Vinyl Factory uses Tiquo as the core marketing platform with powerful cross-selling and up-selling automations
A record label, pressing plant, magazine and venue that once ran on seven separate systems. Today Tiquo runs its CMS, CRM, loyalty and marketing, with Shopify connected through a native integration.
Previous tech stack
- Mailchimp
- WordPress
- Typeform
- Shopify
- HubSpot
- Event Temple
- Eventbrite
The Vinyl Factory is a record label, a pressing plant, a magazine and a curator and collaborator for artists exploring new ideas in sound and visual art. Its London plant in Hayes is the only major vinyl pressing plant in the UK, still running the EMI 1400 presses built for EMI's own factory.
Its audience buys records, reads its editorial, comes to its events and hires its spaces, often all at once. The Vinyl Factory chose Tiquo to bring that audience into one place and market to it as one customer base.
Today Tiquo is the full CMS behind thevinylfactory.com and runs The Vinyl Factory's CRM, loyalty and marketing. Shopify still powers the record store, connected to Tiquo through a native integration.
The Challenge: Seven Systems for One Audience
Running a label, a plant, a magazine and events meant running a lot of software. The website and editorial sat on WordPress, the newsletter on Mailchimp, forms on Typeform, contacts in HubSpot, venue and event enquiries in Event Temple, tickets on Eventbrite and the record store on Shopify.
Each system kept its own copy of the customer. A record buyer, a newsletter reader and an event guest could be the same person, but nothing connected them, so marketing could not follow one customer across the label, the magazine and the events.
The Solution: One Platform, With Shopify Plugged In
The Vinyl Factory replaced six of those seven systems with Tiquo. WordPress, Mailchimp, Typeform, HubSpot, Event Temple and Eventbrite are gone.
Shopify stays, connected through Tiquo's native Shopify integration. Customers, their marketing consent, orders and abandoned checkouts flow from the store into Tiquo automatically, with the full order history imported and changes picked up every 15 minutes.
Every customer now has one profile in Tiquo that shows their record orders alongside their newsletter subscription, event bookings, venue enquiries and loyalty balance.
Tiquo as the Full CMS
thevinylfactory.com runs on Tiquo CMS. Features, news and films are written, scheduled and published in Tiquo, and the home page banners are managed there too. The copy and photos on pages such as the pressing plant and the venue are edited visually, straight on the page.
Each article and product page shows related releases that are in stock in the Shopify store, and site search covers releases and editorial together, so readers can move from a story to a record in a click.
Editorial and commerce sit side by side: the stories that build the audience point readers straight to the records.
CRM, Loyalty and Marketing in One Place
Tiquo is The Vinyl Factory's CRM and loyalty platform. Customers earn loyalty points on what they spend, and every interaction, from a newsletter sign-up to a record order, lands on the same profile.
Newsletter sign-ups on every article go straight into Tiquo with marketing consent recorded, and campaigns are sent from Tiquo Marketing to lists and segments built from real customer data.
Tiquo's cookie-free website analytics measures page views, sessions and campaigns, and records newsletter sign-ups, searches and venue enquiries as events, so the team can see what drives each one.
Cross-Selling and Up-Selling on Autopilot
Tiquo automations turn that shared data into marketing that runs itself. A trigger such as an order, a booking or a new subscriber starts a journey, conditions check what the customer has already done, and waits time each message.
Because Shopify orders and abandoned checkouts sit on the same profile as event bookings and newsletter sign-ups, journeys reach across the whole business. A record buyer can be invited to an event, an event guest can hear about new releases, and an abandoned checkout can be followed up.
Tiquo AI reviews every automation before it goes live, flagging broken logic and risks to sender reputation.
Events, Venue Hire and Forms Without Separate Tools
Event Temple, Eventbrite and Typeform have been replaced as well. Venue hire enquiries from the website go straight into a Tiquo pipeline with the event date, guest numbers and company attached.
Events run in Tiquo from start to finish, from contracts and signing to guest lists, tickets and check-in, and forms are built in Tiquo instead of a separate form tool.
The Result: Six Systems Replaced, One Customer View
The Vinyl Factory now runs its website, CRM, loyalty, marketing, forms, enquiries and events on Tiquo, with Shopify connected for the record store. The team works from one customer record, and marketing reaches people based on everything they do with The Vinyl Factory, not just one part of it.
Why This Matters for Culture Brands
Labels, publishers and venues often add a new tool for every part of the business. The Vinyl Factory shows how one platform can run content, CRM, loyalty and marketing, connect to the store a brand already uses, and turn a scattered audience into one customer base.
Ready to write your success story?
Talk to our team about the work you'd like to make easier.