Rivalry2

HTML Diff

1 added 1 removed

Original 2026-01-01

Modified 2026-03-10

1 28%

2 increase in Klaviyo flow recipients YoY

3 2x

4 average industry click rate for Klaviyo flows YtD

5 If you’ve been on a commute, travelled abroad, or frankly just wandered about town, chances are you’ve seen someone toting a<a>CABAIA</a>backpack. Their sustainable and customisable travel goods are making their way all over mainland Europe, the UK, and the US-as duffel bags, suitcases, travel kits, and even beanies.

6 <h2>Learn how CABAIA levelled up their customer journey across email and point of sale</h2>

7 <h3>Challenge</h3>

8 When Marie Tramier joined CABAIA as head of CRM and retention, the team was already using Klaviyo<a>email</a>for its B2B, B2C and internal comms divisions-but not to its full potential.

9 With segmentation based only on email engagement, CABAIA was struggling to send more personalised messages to customers who were engaging with certain products.

10 Plus, customers who had filed tickets to flag issues with their purchases weren’t being excluded from promotional flows and campaigns. As CABAIA’s database grew beyond its core of highly-engaged customers, the practice of marketing as normal to unsatisfied customers risked higher unsubscribe rates and customer churn in the future.

11 “When I joined, CABAIA’s CRM strategy was basic and didn’t make the most of some of Klaviyo’s strongest features,” explains Tramier. “My role was to audit customer journeys and decide which flows we should develop, improve, and create. Klaviyo was really helpful for identifying each customer interaction, figuring out when they occur and when we could trigger a certain flow.”

12 <h3>Solution</h3>

13 - With Klaviyo’s wealth of customer data, Tramier was able to audit and refine the customer experience-and use that to build more sophisticated buyer journeys.

13 + With Klaviyo’s wealth of customer data, Tramier was able to audit and refine the customer experience-and use that to build more sophisticated buyer journeys.

14 Klaviyo now integrates with<a>Zapier</a>,<a>Google Ads</a>,<a>Facebook Ads</a>,<a>TikTok</a>, and<a>Typeform</a>to give CABAIA a clearer view of every touch point and journey, and the resulting data, optimising acquisition pathways and lead gen.

15 “We developed segments based on product history, brand interactions, purchase history, customer service interactions, and online activities,” Tramier says. These segments are serviced through<a>email</a>and Shopify’s<a>point of sale</a>, bringing a cohesive, data-driven buying experience to every CABAIA customer.

16 Because of this, CABAIA have 28.8% more flow recipients in 2024 compared to the previous year, all of which feeds their omnichannel marketing machine.

17 On top of creating smarter segments, Tramier and her team built flows with data from Klaviyo’s<a>Zendesk integration</a>. This meant they could exclude customers who raised tickets from promotional flows, instead entering them into a re-engagement flow.

18 <h3>Strategy</h3>

19 With a new sophisticated approach to marketing, it’s all about bringing that customer experience to life for CABAIA.

20 With over 30 stores across Europe (and counting), CABAIA’s Shopify POS is fully integrated with Klaviyo. When a new store opens, they create localised segments to build anticipation about the opening and engage the database. They also geotag every customer who comes into each store-CABAIA then adds personalised content in all of their email footers, creating a truly omnichannel customer journey.

21 This has contributed to a 9.37% click rate for CABAIA’s email flows in 2024-over double the industry average of 4.09% according to<a>Klaviyo benchmarks</a>.

22 With online and in-store data on what products subscribers engage with, Tramier and her team also use segmented up-selling that leverages CABAIA’s smart product design to encourage repeat purchases. 15 days after a customer buys, CABAIA shares new products that complement their original purchase and, after a month, sends an offer to encourage a repurchase.