Manucurist scales international growth with Klaviyo delivering 120x global ROI  

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Manucurist has reimagined nail care with its Green Flash innovation: a vegan, easy-to-remove gel polish, designed to protect both nails and the planet. The brand’s mission is to make beauty more responsible and accessible.

Founded in Paris in 2016, Manucurist rapidly expanded DTC retail outside of France into Spain, Italy, Germany, the UK, and the US. To support global growth while maintaining customer engagement, the company relies on Klaviyo. 

Learn how Manucurist used Klaviyo to build an innovative retention strategy

Challenge

In 2023, Manucurist was scaling fast, generating around €30 million in annual revenue. However, the brand’s CRM solution, Splio, couldn’t support its next phase of international expansion. It delivered data compatibility with key third parties like Google and Meta, however, it wasn’t reliable, was complex to maintain and operate and didn’t integrate efficiently with Manucurist’s own data management systems.

The Manucurist team needed a platform that could seamlessly integrate with Shopify, Meta and Google Ads, provide accurate, real-time tracking and segmentation, and support complex automations across multiple product lines and regions. They understood that by improving data visibility, they could tailor their communications more effectively and ultimately increase engagement and sales.

The system had to be simple to set up and operate, and empower their CRM and email teams to experiment with campaigns and flows. It also needed the omnichannel functionality to help the company explore new methods of communicating with their customers, especially via SMS and potentially WhatsApp.

We switched to Klaviyo because it was reliable and easy to connect with our dashboards. Tracking worked instantly, data was accurate, and implementation was simple.

Solution

Manucurist started to use Klaviyo as the central hub for customer engagement across the various regions it operates in, connecting Shopify, Meta, Google through pre-built integrations. 

With Klaviyo’s data infrastructure in place, the brand built an advanced lifecycle marketing system that delivered the global data visibility they craved while driving both acquisition and retention. Successful email campaigns and flows in one territory could be easily replicated across the company’s markets.

While email remains the brand’s core channel, in 2024 Manucurist launched Klaviyo SMS in Europe. It has plans to expand SMS messaging in the US where adoption is typically higher. The company often deploys SMS as a follow-up if a customer has not responded to an email. 

Klaviyo has become as fundamental to ecommerce brands as Meta and Google are. Its integrations make it an indispensable part of how modern retail operates.

Strategy

Manucurist’s strategy is based on a series of regionally-segmented, smart cross-sell communications

• Advanced segmentation: Klaviyo enabled Manucurist to create detailed segments based on purchase behaviour, geography and product interest, which provided the foundation for a slew of retention tactics. These included highly personalised replenishment and re-engagement campaigns that were timed precisely to match each customer’s usage patterns, as well as seasonal trends.

• Cross-channel reactivation communications: Manucurist has used Klaviyo to deliver sophisticated reactivation flows. The company sends emails and SMS nudges 60 days post-purchase, featuring seasonal product colours and limited edition items.

• Cross-sell campaigns: Klaviyo has enabled Manucurist to re-imagine their campaign strategy. The company majors on dynamic recommendations for complementary nail and care products, as well as educational emails to increase product confidence and encourage repeat purchasing habits.

• Deep data dives: Manucurist uses Quantic Factory’s QTrack Klaviyo integration to capture high-value customer events like visits, add-to-carts, and checkouts. This gives them even more data on which to base their flows and campaigns. 

Manucurist plans to explore Klaviyo’s AI-powered marketing features and WhatsApp integration to enhance personalisation and timing even further.

We trust Klaviyo’s AI to send the right message to the right person at the right time. It’s the future of email marketing, and we’re ready for it.