Rivalry2

HTML Diff

2 added 2 removed

Original 2026-01-01

Modified 2026-03-10

1 14

2 weeks to migrate email to Klaviyo

3 7

4 Klaviyo integrations used

5 51.3%

6 - YoY growth in BFCM revenue from email

6 + YoY growth in BFCM revenue from email

7 - <a>KURU Footwear</a>’s mission isn’t to sell shoes-it’s to fight foot pain, and it’s succeeding.<a>Self</a><a>recently named the Kuru Pivot</a>one of the best walking<a>shoes for people with plantar fasciitis</a>, or heel pain.

7 + <a>KURU Footwear</a>’s mission isn’t to sell shoes-it’s to fight foot pain, and it’s succeeding.<a>Self</a><a>recently named the Kuru Pivot</a>one of the best walking<a>shoes for people with plantar fasciitis</a>, or heel pain.

8 That’s thanks to the DTC retailer’s patented sole technology, which molds to the wearer’s foot and cradles the fat pad under the heel: KURUSOLE. It’s in every KURU shoe style, whether it’s a design for working on your feet, running, or supporting flat feet. The patented innovation is key to the business - and so is the way KURU communicates its benefits.

9 <h3>Challenge</h3>

10 In 2022, KURU Footwear ditched their messaging and ecommerce tech stack-Listrak for email, and Magento for ecommerce-for Klaviyo and Shopify.

11 With email tied up in glitchy, clunky Listrak, flows were hard to set up, let alone optimize.

12 “I straight up didn’t A/B test our flows in Listrak, because it was so complicated to set it up and it was glitchy and the reporting wasn’t reliable,” says Stacey Bishop, Kuru Footwear’s email marketing manager.

13 <blockquote>I straight up didn’t A/B test our flows in Listrak, because it was so complicated to set it up and it was glitchy and the reporting wasn’t reliable.</blockquote>Stacey BishopEmail marketing manager, KURU Footwear

14 <h3>Solution</h3>

15 The full<a>tech stack migration</a>took 6 months, and Bishop worked on it for 3.5, focusing on transitioning email to Klaviyo piece by piece. She started by pulling daily campaigns into Klaviyo, and running them with links to KURU’s Magento storefront.

16 Meanwhile, in a test Klaviyo account, she<a>integrated Klaviyo</a>with KURU’s new Shopify store and apps like Okendo, Loyalty Lion, and Fairing-exploring how the new tech would work in a private sandbox.

17 Finally, the big day arrived: KURU turned the old tech off, and the new tech on. Klaviyo allowed Stacey to clone her test account into KURU’s main live account, which helped make the day a success.

18 “With the amount of technology that we were migrating at the same time, I was pretty happy to turn everything off and back on and not break everything,” Bishop says. “I was able to send out my regular daily campaign that day and have it convert.”

19 <h3>Strategy</h3>

20 KURU has unlocked new testing and personalization opportunities with Klaviyo:

21 <ul><li>Flow optimization:Now that KURU can<a>A/B test flows</a>in an intuitive way, Bishop has hired DTC digital marketing agency<a>Structured</a>to lead the optimization charge.</li>

22 <li>Survey-based personalization:In 2023, Bishop plans to launch custom retention journeys based on a simple “Pain Pulse” survey: Has your pain gotten better since buying KURU? A yes will lead to an upsell flow; a no to educational content about foot health</li>

23 </ul>KURU’s first BFCM with Klaviyo was its best BFCM to date.

24 “Klaviyo makes it really easy to strategize,” Bishop says. “It makes it easier for me to coordinate big launches.”

25 <blockquote>Klaviyo makes it really easy to strategize.</blockquote>Stacey BishopEmail marketing manager, KURU Footwear