Klaviyo Customer Agent handles 70% of questions for Melvory
70%
of customer enquiries resolved by Klaviyo’s AI agent in the first 30 days
40%
Average order value of Hub customers is 40% higher than the usual AOV
$2000
Generated an extra $2,000 in revenue within 30 days of launching Customer Hub
Melvory specialises in organic skincare products to treat chronic conditions like eczema and inflammation. The brand began in 2017, when founder and registered Australian pharmacist Elaine Tang developed a natural balm to treat her children’s skin issues. What started as a $80 investment in a market stall has grown into a multimillion dollar business with 3,000 orders per month. Currently, they sell primarily through Shopify, supported by two warehouses and a physical showroom in Salisbury Plain in South Australia. For the past six years, they have used Klaviyo to power email marketing, and then more recently to scale customer service.
Learn how Melvory uses Klaviyo B2C CRM to automate personalised customer care
Challenge
As Melvory grew, Elaine Tang struggled to share her personal experiences and advice at scale. Customers—often sleep-deprived parents of babies with eczema—would reach out at all hours of the night seeking guidance. Tang initially managed these enquiries herself, often replying to DMs at 2am while breastfeeding, but as order volumes hit the thousands, this manual approach became unsustainable, especially during peak season events like Black Friday.
The business needed a way to provide immediate, science-informed recommendations. “I used to be a 24-hour customer service agent... up at 2 a.m., 4 a.m., and 6 a.m.," says Tang. “I wanted to grow the business, but I didn't want it to come at the cost of spending time with my kids.”
Solution
Melvory was already using Klaviyo for personalised email communications. In 2025, with the help of fractional CMO Jessie Goh, they added on Klaviyo Service suite: Customer Hub, K:AI Customer Agent, and Helpdesk.
Customer Hub is a personalised on-site account experience that displays as a sidebar on top of the Melvory storefront. Customer Agent sits in a tab within Customer Hub, working 24/7 to answer support and recommendation queries autonomously. If a customer needs to speak to a human, the agent passes the conversation to the Klaviyo Helpdesk inbox with full context, so the service team can take over smoothly.
Customer Hub has been key for Melvory, powering their new virtual assistant “Amara” that now handles 70% of customer enquiries, day or night, providing instant product recommendations based on specific skin concerns. This allows the brand to maintain its high standards of product education and customer care without manual intervention for every ticket.
“The reason we went with Klaviyo is because now everything—from our email marketing to customer service—is under one single roof”, said Jessie Goh, director at Jessie Goh Digital Marketing & Automation. “Having our customer service and marketing data working together has given the whole team immense clarity. It allows us to deliver meaningful messages to our customers at the exact time that is suitable for them.”
Strategy
Melvory’s latest Klaviyo B2C CRM strategy focuses on replicating the founder’s expertise with automation while scaling the brand's social mission. They do this with a few key tactics:
- Automating instant replies to customer questions: By training Klaviyo’s AI-powered agent on Melvory’s blog content and product data, the brand provides 24/7 support in real time—even during peak sales periods like Black Friday. The agent now handles around 100 enquiries per month, including questions about product suitability for babies and other family members, sharing expertise and driving revenue even when the office is closed.
- Giving logged-in customers a personal touch: Using Klaviyo Customer Hub, Melvory creates personalised experiences for each shopper when they log in by showing details on previous purchases, tailored offers and loyalty point balances, reducing the need for support tickets and encouraging repeat business. Now, the average order value of logged in customers is 40% higher than that of customers who are not logged in — and in December 2025, Customer Hub-attributed revenue reached over $7,000.
- Empowering customer service teams with context: Klaviyo Helpdesk centralises all customer service conversations and customer profiles, giving the service team quick access to order details and history, which naturally leads to better resolutions, product recommendations and cross-sell opportunities. As a result, customer service time has reduced by 40% from 20 hours per week to 12 hours, freeing the team up to drive other revenue-generating activities and other areas of support.
“The alignment between marketing and customer service in Klaviyo is everything,” says Goh. “It means every support interaction is now also an opportunity to build loyalty, deepen personalisation and drive incremental revenue, without sacrificing the warmth and care that sits at the heart of the Melvory brand.”
I have a genuine fondness for Klaviyo because it hasn’t just helped me grow the business and launch new products. It has given us the ability to capture the heart of the business and share our mission with our customers at scale.