Stores et Rideaux.com modernises customer journeys with Klaviyo, achieving 76% of email revenue through automated flows
47x
Klaviyo ROI in first 10 months
76%
of Klaviyo-attributed revenue came from automated flows in first 10 months
34
metrics pulled into Klaviyo via API
Founded over 40 years ago in Eure-et-Loir, France, Stores-et-Rideaux.com began as a family manufacturer of bespoke blinds and curtains, selling door-to-door. In 2011, the brand opened an ecommerce store to reach private consumers directly.
Learn how Klaviyo enabled Stores-et-Rideaux to use behavioural data to increase ecommerce revenue
Challenge
Although the ecommerce site had been live for almost 15 years, Stores-et-Rideaux.com did not have a dedicated CRM platform, relying on Brevo for newsletters and its CMS for follow-up emails. Performance across both wasn't fully tracked and KPIs were non-existent. There was no systematic, automation-driven email journey with welcome, browse, abandoned cart, or win-back messaging, and no way to harness the shoppers' behavioural signals that the site collected.
This was especially problematic because the company’s products are not impulse purchases. Buying a custom blind or curtain requires measuring, often leaving the page, then coming back later to compare several items. As the brand was unable to detect those behaviours and follow up promptly, sales were lost.
With acquisition costs rising, the team wanted to focus more on owned communications rather than buying in traffic.
Solution
In early 2025, Stores-et-Rideaux.com deployed Klaviyo as its central lifecycle platform. One of the key drivers for Stores-et-Rideaux.com adopting Klaviyo was the way the platform offered advanced features, such as segmentation and personalisation, yet was simple to install and intuitive to use. As the Stores-et-Rideaux.com site is 100% custom, the setup was custom too. With several developers on the brand side and Klaviyo’s technical support working together, the team was able to access and implement APIs to deliver the advanced features and integrations they knew were the key to more sophisticated marketing and ultimately higher ecommerce sales.
Within three months of signing, the team began funnelling ecommerce data within Klaviyo. For the first time, they could track customer journeys and see metrics like pages the visitors viewed, what they were adding to their baskets, and what the key abandonment points were.
The first campaigns were sent in February 2025, and by March they were using Klaviyo for email automations, segmentation and reporting. Klaviyo became the key tool for marketing campaigns, enabling all engagement, deliverability and revenue to be tracked in one place.
The team could also rely on Klaviyo support to make operating the platform simple. Even with a non-standard, custom store, Stores-et-Rideaux.com found Klaviyo’s customer teams and content libraries very useful.
In less than a year, Stores-et-Rideaux.com reported significantly increased email open rates, which it believes is driven by segmentation and more precise targeting. The share of ecommerce revenue attributed to email rose from 15% to 26%, and the company is targeting 30% for next year. The retailer has been able to refresh its customer acquisition strategy and rely less on paid traffic.
We’d been sending emails for years, but in an ad hoc way that did not make the most of our database. With Klaviyo, we track everything, we segment properly, and we talk to customers at the right moment. That’s why we went from about 15% of online revenue from email to 26% in under a year.
Strategy
With the foundations in place, Stores-et-Rideaux.com has developed a lifecycle strategy around several pillars.
- Ultra-personalised flows from behavioural data: Thanks to custom trackers, the team uses the number and type of product pages viewed, add-to-basket (with amounts), and Klaviyo’s own Recency, Frequency, and Monetary value (RFM) analysis to trigger very specific flows. So, for example, a customer who has browsed several high-value thermal curtains will not receive the same reminder as a visitor who checked one mosquito blind in June.
- Predictive and timing-based optimisation: The team is starting to use Klaviyo’s predictive analytics to ensure that potential sales of complementary products are not missed. This includes predictive baskets which track what a person is buying and then messages them suggestions of related products. This is a natural fit for window treatments, for example, where accessories or room-by-room rollouts are common.
- Expansion into WhatsApp: The retailer sees significant potential in WhatsApp as a communication channel, and they intend to roll the channel out in 2026. For a product that needs explanation, inspiration and sometimes reassurance, WhatsApp is a highly useful tool.
Klaviyo enabled a decades-old, non-Shopify, made-to-measure brand in rural France to behave like a modern, data-driven DTC with one platform, deep behavioural signals, fast iteration and a significant tranche of ecommerce revenue coming from owned channels.
If a brand wants to turn behavioural data into a genuine growth lever, Klaviyo is the tool it needs. I’ve already recommended the solution to other ecommerce businesses.