Bay Gallery Furniture achieves 147x ROI with Klaviyo

147x
Klaviyo ROI in 2024
27%
PoP increase in conversion value on campaigns in the last 90 days
29%
QoQ increase in Klaviyo attributed revenue
Bay Gallery Furniture is a family-run Australian business that sells high-quality, stylish indoor and outdoor furniture. The company, which started in 2006 by selling on eBay, now has three showrooms across Sydney and Brisbane, as well as an ecommerce store that services all of Australia. Outside retail, Bay Gallery Furniture provides commercial fit-outs for a range of clients, including hotels like Crown, the Intercontinental, and the Sofitel. Since 2023, they’ve been using Klaviyo to drive business growth.
Learn how Bay Gallery Furniture created a scalable marketing communication engine with Klaviyo
Challenge
Bay Gallery Furniture were initially using MailChimp to communicate with their customer base, but they struggled to engage and nurture customers through each stage of the sales process.
Mailchimp offered little to no visibility into customer preferences, and communications with customers tended to be broad and ineffective. The brand could only send out communications announcing new collections or sales promotions to their entire customer database — regardless of what each customer had bought in the past.
“We don’t want to be a brand that makes something, sells it to you and then gets forgotten,” said Jake Sakr, marketing and content strategy manager at SOUP Agency (Bay Gallery Furniture’s digital marketing agency). “We wanted to build an engaged database of customers that felt more like a community.”
As such, the organisation’s sales team spent a lot of time each week manually reaching out to individual customers who had added items to their cart online, but failed to check out — in an effort to drive sales.
The team needed a new way to engage with customers on a more personal level, while also saving time and money.
Solution
With the help of SOUP Agency, Bay Gallery Furniture switched to Klaviyo in 2023 to solve their challenges through integration and personalisation.
In terms of integration, Klaviyo links into Bay Gallery Furniture’s Shopify store, and gives the team detailed insights into each customer, for example, what they’ve bought, how much they’ve spent, the date of their last purchase, and much more. The team are now able to use that information to refine, personalise and automate much of their email communications to drive revenue.
Strategy
Bay Gallery Furniture’s strategy with Klaviyo focuses on automating key customer touchpoints and building a personalised experience to nurture leads and convert them into customers. This strategy has led to a 147x Klaviyo ROI in 2024 and 29% QoQ increase in Klaviyo attributed revenue, largely driven by:
- Personalising communications throughout the customer journey: The team set up a series of flows throughout the customer journey, including a welcome series, abandoned cart and browse abandonment reminders, and a customer win-back flow. These personalised flows have helped them nurture the customer journey in what is often a long sales cycle.
- Freeing up the sales team to focus on high-value customers: Because Klaviyo now automates cart abandonment emails, the Bay Gallery Furniture’s sales team have been able to reduce the amount of time they spend calling customers by around five hours per week — freeing them up to make selective calls to high-value customers to deliver an even stronger personalised experience.
- Using dynamic content to drive next purchase: Once a customer purchases an outdoor furniture set, Bay Gallery Furniture sends an educational email sharing tips for getting the best out of their product. This includes dynamic content blocks sharing complementary products like weather covers, driving the next purchase at a pivotal time in the customer’s lifecycle.
- A/B testing for better results: Every week, the team A/B tests different subject lines, email designs and product recommendations to drive engagement. For example, after integrating Klaviyo with Shopify catalogues, the team ran an A/B test for different browsing behaviours. One group received emails promoting sale items they had previously viewed, while the control group received a different manually curated selection of products. The test demonstrated that re-engaging customers with products they were already considering was more effective than the company’s manual curation of recommendations.
“Klaviyo is a game-changer for anyone looking to scale their revenue without additional, significant media spend,” said Kieran Mey, co-owner at Bay Gallery Furniture. “The ability to automate and personalise messages, as well as track performance with analytics, is unmatched. It has become the ultimate tool for helping to turn data into revenue.”
The ability to automate and personalise messages, as well as track performance with analytics, is unmatched. It has become the ultimate tool for helping to turn data into revenue.