How Pillow Talk cut segmentation time by 80% with Klaviyo B2C CRM

80%+

reduction in time spent on segmentation and reporting

120%

YoY growth in Klaviyo-attributed revenue in Q4 2025

42%

of Klaviyo-attributed revenue from flows in the last 12 months

Pillow Talk is an Australian bedding and homewares retailer with nearly 50 years of history, 73 stores nationwide, and a growing ecommerce business. Founded in Queensland in 1977, the brand made its mark early by introducing the continental quilt to Australia, a product now found on the beds of roughly 80% of Australians. Their purpose is simple: turn the place you live into a home you love.

Learn how Pillow Talk uses Klaviyo B2C CRM to run omnichannel lifecycle marketing at scale

Challenge

Pillow Talk had always operated on the assumption that online shoppers shop online, and in-store customers shop in-store.

In reality, their customers moved fluidly across channels — browsing online, purchasing in-store, engaging via email — but their fragmented customer data made it nearly impossible to see that behaviour clearly. Building segments across disconnected sources required multiple people and consumed significant time each week, leaving little room for the strategic and creative work that actually moves the needle.

"Customer behaviour is far more dynamic across channels than we expected," says Maddie Chaplin, digital marketing manager at Pillow Talk. "Having a clearer view of that behaviour helps us create more relevant experiences."

Solution

Moving to Klaviyo gave Pillow Talk something they hadn't had before: a single, unified view of how their customers actually shop. With email, SMS, segmentation, product recommendations, and analytics all in one place, the team could finally connect the dots between their online and in-store data — and act on what they found.

The efficiency boost was immediate. Tasks that previously took 30–60 minutes and required multiple people now take a few minutes and can be managed by one marketer. That's an 80%+ reduction in time spent on segmentation and reporting, and a 50%+ reduction in the headcount needed to run it.

"Klaviyo made it possible for a small team to run sophisticated lifecycle marketing programs quickly and efficiently," says Kacie Thomas, digital marketing specialist at Pillow Talk. "We can move faster and experiment more confidently."

The time savings freed the team to focus on what mattered: building deeper relationships with their customers.

Strategy

Pillow Talk uses Klaviyo to turn customer data into deliver relevant, timely communication across every channel with three key tactics:

Reaching customers at high-intent moments with flows: Pillow Talk uses Klaviyo to power always-on automations that reach customers at key moments. Their SMS welcome flow, for example, delivers an offer directly to a customer's phone and drives immediate purchase behaviour. Automated flows now account for 42% of Klaviyo-attributed revenue in the last 12 months, with flow revenue growing 166% YoY in Q4 2025.
Orchestrating cross-channel messaging when it matters: Rather than replacing email, SMS adds a complementary channel for time-sensitive promotions, campaign announcements, and lifecycle touchpoints. With Klaviyo, Pillow Talk has clear visibility into how customers engage across channels — insight that helps them reach multi-channel subscribers where they're most likely to engage, without oversending. "It's about communication that's more relevant and less intrusive," says Thomas.
Using data to build community, not just campaigns. Klaviyo gives the team a clearer view of how customers behave across retail and marketing channels, painting a more complete customer picture. That insight shapes everything from geo-targeted store event invitations to loyalty messaging, shifting the focus from broadcast to genuine connection.

The foundation is already delivering. Klaviyo-attributed revenue grew 120% YoY in Q4 2025 — highlighting what’s possible when the operational heavy lifting takes care of itself.

Next, Pillow Talk plans to lean into omnichannel campaign building and channel affinity features, integrate SMS more deeply into lifecycle marketing, and refine their approach to sale periods.

"We're not just sending more messages — we're having better conversations with our customers. Klaviyo gives us the confidence to act on what we know, not just what we assume." —Maddie Chaplin, digital marketing manager at Pillow Talk.

# How Pillow Talk saved time by consolidating channels in Klaviyo B2C CRM **80%+ ** reduction in time spent on segmentation and reporting **120%** YoY growth in Klaviyo-attributed revenue in Q4 2025 **42%** of Klaviyo-attributed revenue from flows in the last 12 months [Pillow Talk](https://www.pillowtalk.com.au) is an Australian bedding and homewares retailer with nearly 50 years of history, 73 stores nationwide, and a growing ecommerce business. Founded in Queensland in 1977, the brand made its mark early by introducing the continental quilt to Australia, a product now found on the beds of roughly 80% of Australians. Their purpose is simple: turn the place you live into a home you love. ## **Learn how Pillow Talk uses Klaviyo B2C CRM to run omnichannel lifecycle marketing at scale** ## **Challenge** Pillow Talk had always operated on the assumption that online shoppers shop online, and in-store customers shop in-store. In reality, their customers moved fluidly across channels — browsing online, purchasing in-store, engaging via email — but their fragmented customer data made it nearly impossible to see that behaviour clearly. Building segments across disconnected sources required multiple people and consumed significant time each week, leaving little room for the strategic and creative work that actually moves the needle. "Customer behaviour is far more dynamic across channels than we expected," says Maddie Chaplin, digital marketing manager at Pillow Talk. "Having a clearer view of that behaviour helps us create more relevant experiences." ## **Solution** Moving to Klaviyo gave Pillow Talk something they hadn't had before: a single, unified view of how their customers actually shop. With email, SMS, segmentation, product recommendations, and analytics all in one place, the team could finally connect the dots between their online and in-store data — and act on what they found. The efficiency boost was immediate. Tasks that previously took 30–60 minutes and required multiple people now take a few minutes and can be managed by one marketer. That's an 80%+ reduction in time spent on segmentation and reporting, and a 50%+ reduction in the headcount needed to run it. "Klaviyo made it possible for a small team to run sophisticated lifecycle marketing programs quickly and efficiently," says Kacie Thomas, digital marketing specialist at Pillow Talk. "We can move faster and experiment more confidently." The time savings freed the team to focus on what mattered: building deeper relationships with their customers. ## **Strategy** Pillow Talk uses Klaviyo to turn customer data into deliver relevant, timely communication across every channel with three key tactics: - **Reaching customers at high-intent moments with flows: **Pillow Talk uses Klaviyo to power always-on automations that reach customers at key moments. Their SMS welcome flow, for example, delivers an offer directly to a customer's phone and drives immediate purchase behaviour. Automated flows now account for 42% of Klaviyo-attributed revenue in the last 12 months, with flow revenue growing 166% YoY in Q4 2025. - **Orchestrating cross-channel messaging when it matters: **Rather than replacing email, SMS adds a complementary channel for time-sensitive promotions, campaign announcements, and lifecycle touchpoints. With Klaviyo, Pillow Talk has clear visibility into how customers engage across channels — insight that helps them reach multi-channel subscribers where they're most likely to engage, without oversending. "It's about communication that's more relevant and less intrusive," says Thomas. - **Using data to build community, not just campaigns.** Klaviyo gives the team a clearer view of how customers behave across retail and marketing channels, painting a more complete customer picture. That insight shapes everything from geo-targeted store event invitations to loyalty messaging, shifting the focus from broadcast to genuine connection. The foundation is already delivering. Klaviyo-attributed revenue grew 120% YoY in Q4 2025 — highlighting what’s possible when the operational heavy lifting takes care of itself. Next, Pillow Talk plans to lean into omnichannel campaign building and channel affinity features, integrate SMS more deeply into lifecycle marketing, and refine their approach to sale periods. "We're not just sending more messages — we're having better conversations with our customers. Klaviyo gives us the confidence to act on what we know, not just what we assume." —Maddie Chaplin, digital marketing manager at Pillow Talk.