Payot gets a CRM makeover and becomes an automated lead gen machine

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Payot has a simple philosophy: because human skin constantly evolves, skincare products should, too.The Paris-based brand has products in over 5,300 stores around the world, each dedicated to a beauty routine fitted for women’s unique skin concerns.

With a diverse and far-flung customer base, Payot needs a secure, reliable, and high-performing marketing platform—something the brand was sorely lacking in early 2024.

Learn how Payot smartened up segmentation and automations with Klaviyo and its integration ecosystem

Challenge

When Anaïs Texier became Payot’s ecommerce manager in January 2024, one key issue stood out. “The biggest challenge was our marketing platform, Actito,” explains Texier. “While it had some standard capabilities, it was expensive and inflexible, and lacked the integrations we needed.”

Payot’s CRM set-up could handle basic newsletter campaigns, but it had no ability to automate key email series like abandoned cart or browse abandonment flows. 

Plus, “Actito didn’t integrate with PrestaShop,” Texier explains. “The website wasn’t sending any information about purchases to the CRM, so we had no segmentation beyond email opens and clicks.”

The lack of automation and meaningful data was holding Payot back. “We couldn’t build anything dynamic,” Texier says. “Everything was manual, and it raised GDPR concerns because we had to extract and send data files manually. It just wasn’t sustainable.”

Solution

Payot quickly identified Klaviyo as their ideal platform. “In February 2024, I set a target of getting our new CRM program up and running in 2 months,” says Texier. “It was a short timeframe, but I knew Klaviyo could handle it.”

Klaviyo’s integration with PrestaShop made the transition smooth. It took Payot’s agency just two days to connect Klaviyo. After that, the team was fully independent. “I didn’t need IT support,” Texier says. “It was so easy to integrate Klaviyo with our PrestaShop store.”

The new platform also solved long-standing compliance and efficiency issues. “Before Klaviyo, we had to extract the database and send it to the agency manually, which was a GDPR nightmare. Now, everything is automated,” says Texier. And thanks to Klaviyo’s integrations with Pinterest, Meta, and Google, Payot doesn’t have to worry about sharing data manually anymore.

Klaviyo’s flexibility aligned with Payot’s future goals as well. “We want to move to Shopify next year, and Klaviyo’s compatibility gives us the confidence that our CRM will scale with us,” Texier says.

Strategy

Texier meticulously planned every step of the CRM rollout, outlining emails, flows, and customer statuses—and once Klaviyo was live, Payot hit the ground running.

Payot prioritised building foundational email flows, starting with post-purchase sequences tailored to customer needs. For example, if someone buys a serum for dry skin, they get an email recommending complementary products like a face cream or mask. 

This personalised approach to up-selling customers and driving more sales has been transformative for Payot. “With Actitio, we barely registered on Google Analytics. Today, Klaviyo accounts for over 40% of our DTC revenue,” Texier says. “That’s a huge win for us.”

Today, Klaviyo accounts for over 40% of our DTC revenue. That’s a huge win for us.

Expanding the customer database was another critical goal. Payot recently launched the Club des Testeuses, which people can join by sharing information around their skin type and concerns. Payot use the Meta integration for these campaigns, bringing sign-up data directly into Klaviyo. Testers then complete a beauty profile created with Klaviyo and integrated with Payot’s website.

“This program has been amazing at gathering customer data to help us better segment,” says Texier. By offering new product samples to incentivise sign ups, Payot has already collected over 3,000 detailed profiles, all stored in Klaviyo and ready to target with highly personalised messages.

And by using Klaviyo forms, Payot has gained around 5,000 new leads each month through its website, helping grow their subscriber list by 150% in 2024 alone.

Looking ahead, Texier plans to deepen Klaviyo’s role in Payot’s ecommerce strategy. “Klaviyo has become the brain of our ecommerce operation, and I’m excited to see where we can take it next,” she says.