How HelloPets drove 138x global ROI with Klaviyo
39%
YoY growth in The Netherlands store’s revenue from automated flows in 2025
12%
YoY growth in The Netherlands store’s Klaviyo attributed revenue in 2025
138x
global Klaviyo ROI in 2025
HelloPets specialises in pet nutrition and petcare brands with a portfolio spanning dog and cat food. Founded in 2015, the company currently operates via owned ecommerce channels across the Netherlands, Belgium, Germany and Austria.
While they are best known for WOOOF, a cold-pressed dog kibble, over the last decade, HelloPets has expanded into a multi-brand business, including Yourdog, breed-specific dog food and HayesBrothers, dog & cat food.
For the past three years, they’ve used Klaviyo to power smarter digital relationships, connecting customer data and communications to deliver more relevant, higher-performing lifecycle marketing at scale.
Learn why HelloPets chose Klaviyo and Shopware to power a retention-led, data-driven growth strategy
Challenge
In WOOOF, HelloPets had all the ingredients for a strong retention business: a recurring purchase product in dog kibble, high customer loyalty, and a growing portfolio of complementary products like snacks, wet food, and supplements. Yet their previous messaging platform, Mailchimp, couldn’t support a powerful and sophisticated retention communications engine.
They primarily sent broad newsletters and straightforward campaigns with minimal segmentation. They had no email automations and limited ability to bring in rich customer data from Shopware. This made it hard to tailor communications for specific owners and their dogs, act on reorder patterns, and build a genuine loyalty programme for their most valuable customers.
Climbing customer acquisition costs across Google and Meta also concerned HelloPets. The company wanted to rely less on paid media for returning customers and focus instead on owned channels like email.
Their lean team needed a platform they could use autonomously that acted as a data-first CRM, integrate deeply with Shopware, including custom fields and events, and support a retention-focused strategy centred on loyalty, upsell and efficiency.
Solution
HelloPets selected Klaviyo as their CRM platform for two key reasons. Aside from the ease of Klaviyo’s pre-built Shopware integration, development partner H1 advised that Klaviyo offered the most advanced personalisation available.
Today, all key WOOOF data, including customer profiles, orders, events, and a custom “My Dog” environment, flows seamlessly from Shopware into Klaviyo.
For the “My Dog” environment, customers register their dog’s name, breed, birthday, allergies, and soon flavour and diet preferences, in the help section of the WOOOF website. The brand transfers that data to Klaviyo, where it sits as profile properties, enabling them to send personalised communications to dog owners.
The breakthrough wasn’t sending more emails - it was making them feel like they were written for one dog owner. Once ‘My Dog’ data became usable in Klaviyo, personalisation turned into performance.
Klaviyo has also enabled HelloPets to focus more on automations, launching flows for onboarding, replenishment and upsell.
Klaviyo has become one of HelloPets’ top revenue-driving channels, and enabled the company to reduce social ad spend.
With Klaviyo, automation isn’t complicated. It’s powerful and approachable. For a retention business like ours, that combination is essential.
Strategy
Today, HelloPets uses Klaviyo as their data-driven retention engine, growing lifecycle revenue with tactics like:
- Replenishment flows triggered by next order date: HelloPets uses Klaviyo’s expected next order date metric—one of many features powered by Klaviyo’s AI-powered predictive analytics. This triggers a repeat-purchase email when the algorithm believes that the customer’s supplies are running low.
- Deep personalisation via data about the dog: Custom fields like dog name, breed, birthday and allergies sync from the Shopware “My Dog” database into Klaviyo, so emails speak about pets by name and are tailored to each owner. Ahead of each dog’s birthday, Klaviyo triggers a personalised gift or discount. A follow-up then either reminds customers to use it or simply sends a warm birthday message.
- Improving paid media efficiency with email: Klaviyo is now a core revenue and loyalty driver for HelloPets, which means they can rely less on expensive social ad retargeting—instead retaining and reactivating customers with automations and targeted campaigns. By syncing Klaviyo segments with Google Ads and Meta to exclude current customers, they also keep paid acquisition campaigns focused and efficient.
Klaviyo is one of our top channels. It helps us run a retention business: using our own data, in our own ecosystem, instead of paying again and again to bring the same customers back.