TileCloud drives 43x ROI with Klaviyo B2C CRM  

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TileCloud is a tile brand that simplifies the renovation process for homeowners. Drawing on their backgrounds in the construction industry, the founders make renovating enjoyable by providing clear guidance and quality products. TileCloud primarily operates online, but also has a showroom in Sydney for in-person appointments, browsing, and click-and-collect services. Since 2019, TileCloud has used Klaviyo to power smarter digital relationships.

Learn how Klaviyo streamlined TileCloud’s customer journey for significant growth

Challenge

TileCloud’s biggest challenge is minimising the stress of the renovation process by providing relevant advice on styles, materials, and timelines at each stage of the customer journey.

Operating mainly online, TileCloud relies on tech to engage with customers. But their previous email marketing platform Mailchimp could only let them send out emails en masse to customers. That meant customers were receiving irrelevant content, and TileCloud was missing conversion opportunities.

TileCloud needed a better way to scale understanding each customer’s specific renovation needs, and then deliver personalised, helpful information at the right time.

Solution

In 2019, with the help of consultancy Ecommerce Equation, TileCloud switched from Mailchimp to Klaviyo to take their customer communications to the next level. They were attracted to Klaviyo’s advanced customer segmentation, email and SMS automation, personalisation, and A/B testing.

Klaviyo’s capabilities are underpinned by several seamless integrations with third-party tools, like Zapier for click-and-collect data and online style quiz results, and Elevar for enhanced conversion tracking. Integrations like these provide TileCloud with rich and accurate insights into their customers.

“Moving from Mailchimp to Klaviyo was like going from amateur to pro,” says Drew Mansur, co-founder of TileCloud. “We now have access to way more sophisticated email and SMS marketing capabilities that we can’t live without when engaging with customers throughout their renovation journeys.”

Moving from Mailchimp to Klaviyo was like going from amateur to pro.

Strategy

With Klaviyo, TileCloud has adopted a 3-phase, value-focused customer journey strategy that has contributed to 50% YoY growth in Klaviyo-attributed revenue in the last 12 months:

• Phase 1: Discovery and inspiration. At the beginning of a customer’s journey, Klaviyo powers on-site style quizzes and accompanying welcome flows to help TileCloud collect customer preferences. Then, based on customers’ quiz results, TileCloud uses Klaviyo to send inspirational and educational content, like offering sample packs and relevant design inspiration to guide initial engagement.
• Phase 2: Sample nurturing and confidence building. Once TileCloud has collected initial customer preferences and sent out a sample pack, they use Klaviyo flows to share timely product spotlights and educational content, helping customers get maximum value from their samples and feel confident enough to place a full order. Check-out abandonment flows, for example, re-engage customers who get distracted during their renovations.
• Phase 3: Post-purchase and ongoing engagement. Once a customer has made a purchase, transactional emails flow through Klaviyo. This empowers the team to send granular, personalised messages based on product purchases or click-and-collect orders, and to create a strong post-purchase experience.

“Klaviyo has helped TileCloud scale in a way that wouldn’t have been possible on Mailchimp,” says George Cassimatis, email and customer lifecycle coach at Ecommerce Equation. “As TileCloud’s ambitions grew in terms of how they wanted to nurture customers, they needed a platform that could really support that. That’s exactly what Klaviyo did.”

As TileCloud’s ambitions grew in terms of how they wanted to nurture customers, they needed a platform that could really support that. That’s exactly what Klaviyo did.