CABAIA engages 28% more flow recipients with Klaviyo segments & omnichannel

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If you’ve been on a commute, travelled abroad, or frankly just wandered about town, chances are you’ve seen someone toting a CABAIA backpack. Their sustainable and customisable travel goods are making their way all over mainland Europe, the UK, and the US—as duffel bags, suitcases, travel kits, and even beanies.

Learn how CABAIA levelled up their entire customer journey across email, SMS, and point of sale

Challenge

When Marie Tramier joined CABAIA as head of CRM and retention, the team was already using Klaviyo email for its B2B, B2C and internal comms divisions—but not to its full potential.

With segmentation based only on email engagement, CABAIA was struggling to send more personalised messages to customers who were engaging with certain products.

Plus, customers who had filed tickets to flag issues with their purchases weren’t being excluded from promotional flows and campaigns. As CABAIA’s database grew beyond its core of highly-engaged customers, the practice of marketing as normal to unsatisfied customers risked higher unsubscribe rates and customer churn in the future.

“When I joined, CABAIA’s CRM strategy was basic and didn’t make the most of some of Klaviyo’s strongest features,” explains Tramier. “My role was to audit customer journeys and decide which flows we should develop, improve, and create. Klaviyo was really helpful for identifying each customer interaction, figuring out when they occur and when we could trigger a certain flow.”

Solution

With Klaviyo’s wealth of customer data, Tramier was able to audit and refine the customer experience—and use that to build more sophisticated buyer journeys. 

Klaviyo now integrates with Zapier, Google Ads, Facebook Ads, TikTok, and Typeform to give CABAIA a clearer view of every touch point and journey, and the resulting data, optimising acquisition pathways and lead gen.

“We developed segments based on product history, brand interactions, purchase history, customer service interactions, and online activities,” Tramier says. These segments are serviced through email, SMS, and Shopify’s point of sale, bringing a cohesive, data-driven buying experience to every CABAIA customer.

Because of this, CABAIA have 28.8% more flow recipients in 2024 compared to the previous year, all of which feeds their omnichannel marketing machine.

“I love having both email and SMS in Klaviyo—it’s crucial to see the connections between the two so we get that omnichannel view from a global perspective,” Tramier says. CABAIA uses SMS for post-purchase, welcome, and back-in-stock flows which create a sense of urgency. “We can also see if a customer prefers one channel over the other, and target the message accordingly.”

On top of creating smarter segments, Tramier and her team built flows with data from Klaviyo’s Zendesk integration. This meant they could exclude customers who raised tickets from promotional flows, instead entering them into a re-engagement flow.

Strategy

With a new sophisticated approach to marketing, it’s all about bringing that customer experience to life across email, SMS, and the omnichannel experience for CABAIA.

With over 30 stores across Europe (and counting), CABAIA’s Shopify POS is fully integrated with Klaviyo. When a new store opens, they create localised segments to build anticipation about the opening and engage the database. They also geotag every customer who comes into each store—CABAIA then adds personalised content in all of their email footers, creating a truly omnichannel customer journey.

This has contributed to a 9.37% click rate for CABAIA’s email flows in 2024—over double the industry average of 4.09% according to Klaviyo benchmarks.

With online and in-store data on what products subscribers engage with, Tramier and her team also use segmented up-selling that leverages CABAIA’s smart product design to encourage repeat purchases. 15 days after a customer buys, CABAIA shares new products that complement their original purchase and, after a month, sends an offer to encourage a repurchase.

With their new and personalised funnel, CABAIA collects SMS subscriptions at check-out, as well as using Klaviyo pop-ups to collect email addresses and, in France, phone numbers. But the team is also getting creative with how they earn SMS subscriptions, using it as an opportunity to strengthen their brand and partnerships.

They also run contests where subscribers get the chance to win a backpack and an experience with a partner—for example, a night in a French-branded hostel somewhere in Europe. The data collected from these contests has led to some of CABAIA’s most engaged customers, with a remarkable 277,430.1% increase in SMS subscribers from Q1 to Q3 2024.