How Pink Gellac drives 263x Klaviyo ROI with powerful Shopify integration and automations

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Founded in The Netherlands, Pink Gellac is a fast-growing beauty brand that specialises in salon-quality, at-home gel manicure kits. With a focus on innovation and customer experience, the company has expanded across Europe. 

Klaviyo has been key to the company’s growth, allowing the team to automate personalised customer journeys and fuel international expansion. 

Learn why Pink Gellac chose Klaviyo to strengthen its customer relationships and supercharge growth 

Challenge  

Pink Gellac’s previous CRM was limited to basic broadcast sends. It lacked automation options, which meant the team had to undertake repetitive manual work to personalise communications based on behaviour. The platform also couldn’t pull in crucial Shopify data in real time, which meant it couldn’t spot retail trends and respond to them as quickly as it wanted. The company realised that the tool was an impediment to it realising its ambitious international business goals.  

“We needed to move from just sending emails to building real customer relationships,” says Marieke Gerrits-van Mill, Chief Digital Officer at Pink Gellac. “Our old tool could not support our growth. It was time for a change.”  

The company was also keen to further develop its loyalty solutions in using email messaging to attract more customers to sign up to its programme. 

Solution  

Pink Gellac decided to switch to Klaviyo B2C CRM. 

The first improvement that Pink Gellac noted was the way Klaviyo’s automated flows created a host of new messaging opportunities. The company could now deliver welcome sequences, post-purchase nurtures, and back in stock emails, all of which had an incredibly positive impact on product sales.  

Pink Gellac has more than 25 flows live in Klaviyo now, and saw 27% of their total Klaviyo-attributed revenue from automations in the past year. 

The team also harnessed Klaviyo to develop dynamic content blocks, which enabled them to tailor emails for its loyalty programme members.  

An example of a flow that directly had impact was sending an email to people who had bought with a guest account and were not participating in their loyalty programme.   

Pink Gellac’s active loyalty members spend 3x as much as non-members, so it is a priority to get customers to sign up. The email explains Marieke Gerrits-van Mil. “In this email, we show them that, based on their order value, they are missing loyalty points. We then see that more than 11% of those people do create an account.” Before these email communications, Pink Gellac was missing out on these valuable customers joining the loyalty programme.  

Another benefit of switching CRMs was Klaviyo’s Shopify integration, which pulls in real-time ecommerce events that Pink Gellac can use to trigger time-sensitive flows and generate relevant product recommendations. For example, Klaviyo’s dynamic product feeds enable Pink Gellac to automatically show personalised product recommendations, like products a customer viewed or abandoned in their basket.  “The Shopify integration is seamless – it pulls in real-time data like product views, purchases, cart events, and customer tags without any custom setup,” says Marieke Gerrits-van Mil. “That gave us immediate power to build automated flows based on actual customer behaviour, not just generic email lists.”  

With Klaviyo, we set up flows once, and they run like a revenue-generating machine. It frees our team to focus on strategy instead of manual tasks.

Strategy  

• RFM: Due to the symbiotic nature between Kaviyo and Shopify, Pink Gellac could create segments based on RFM (recency, frequency, monetary value) to enable targeted re-engagement campaigns. Even more crucially, the real-time sync between Klaviyo and Shopify ensured emails reflected cart activity and browsing behaviour.  
• Paid social media: Pink Gellac fully integrated email with the company’s social paid campaigns. So, if a person signed up through a Facebook or Instagram ad, they were automatically entered into a specific welcome journey based on the campaign they came from. Marieke Gerrits-van Mil believes that the connection between paid and owned channels has made the company’s lead nurturing far more effective. 
• Future innovation: The company is investigating adding SMS to the marketing mix, looking to expand loyalty and referral automations, and exploring the Klaviyo-Figma integration to streamline email design processes.  

For any Shopify brand serious about CRM, Klaviyo is a good choice. It scales with you, saves time, and turns customer insights into revenue.