Cargo Crew sees 74.9x ROI and a full picture of its customers with Klaviyo

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Cargo Crew is on a mission to redefine modern workwear. The design-led apparel business offers sustainably-made uniforms to customers and businesses. Designed in Melbourne, Australia, Cargo Crew dresses 45K+ teams across 80+ countries.

Creative director Felicity Rogers founded the B2B business in 2002, disrupting the middleman-heavy uniform industry: Cargo Crew manages its supply chain in-house, from manufacturing to marketing. The business has grown rapidly for 20+ years, and expanded into DTC aprons and boilersuits during early COVID.

Next up? International expansion in 2023, with an assist from Klaviyo.

Learn how Klaviyo’s ecosystem helped Cargo Crew better understand their customers

Challenge

Cargo Crew used an email platform that sunsetted at the end of 2021—and it was a blessing in disguise.

The email product integrated with Cargo Crew’s warehousing system NetSuite, but its connection with their ecommerce platform was glitchy at best, creating inconsistencies in their customer and order data.

Cargo Crew really needed an email and customer intelligence platform that integrated seamlessly with Netsuite and their ecommerce platform, commercetools.

Solution

Cargo Crew researched many email platforms, and ultimately chose Klaviyo. It had powerful marketing capabilities, and Cargo Crew’s agency, Overdose Digital, could connect the platform with Netsuite and commercetools.

“We’ve got a clearer picture of our customer base in Klaviyo,” says Lucy Parker, Cargo Crew’s channel and marketing manager.

We’ve got a clearer picture of our customer base in Klaviyo.

Strategy

During Cargo Crew’s first year with Klaviyo, the team majorly revamped their post-purchase journey in 3 impactful ways:

• A/B testing their post-purchase flow: This is one of the flows they’ve optimized most heavily, updating send time and subject lines based on 3-4 A/B tests. Since launch, the flow’s revenue per recipient has grown 3.5x.
• Segmenting post-purchase CTAs by customer type: The post-purchase flow for online customers asks them to leave product reviews in the online store; for customers who order by phone, it requests Google reviews of Cargo Crew’s customer service team. “That’s really helped our reviews across the board,” says marketing content specialist Cat Salau.
• Retargeting recent buyers on Facebook: Cargo Crew uses Klaviyo’s Facebook integration to retarget customers with paid social, highlighting care guides for recent purchases. “Interestingly, people really engage and reorder from the care messaging,” Parker says—and it drove a recent ROAS of 29.9x.

“We have so many different customers, and we’re passionate about benefiting them at every touch point,” says Parker. “Klaviyo has really helped us build a brand we’re confident is helping our customers.”

We have so many different customers, and we’re passionate about benefiting them at every touch point. Klaviyo has really helped us build a brand we’re confident is helping our customers.