LILY

The Customer

LILY is a successful women's boutique (and webshop) in Mechelen where it's all about life's little luxuries. It’s a feel-good and all-inclusive store where women are the center of attention. LILY not only sells clothes, you can also buy jewelry, accessories and handbags and even interior objects. 

Still as ambitious as they were on day 1, they keep looking for ways to optimize their processes. That's where Radikal came in.

The Challenge

The challenges LILY faces today are mainly situated in the digital world. Since the beginning of this year, Radikal started a journey to make their digital marketing efforts more efficient. LILY wanted to trade Mailchimp, their current platform, for Klaviyo, but needed Radikal's expertise to make this transition go smoothly.

Klaviyo is a versatile marketing automation platform tailored to any webshop. The main advantage of this tool is that it works very data-driven. With Klaviyo, LILY had the opportunity to turn a lot of underlying sales and visit figures in concrete ROI. In addition, thanks to the intuitive interface and the easy to use drag and drop system, they have now full control over the mailings. This was exactly what LILY needed.

The Implementation

To achieve great results for LILY, Radikal combined their Conversion Rate Optimization (CRO) process with email marketing in Klaviyo. After implementing Klaviyo, the project started with an extensive analysis of their website. This analysis led to concrete action points that Radikal then turned into practice.

The first action point was to design the perfect LILY email template in Klaviyo. It was very important that this template reflected their brand 100%. The next action point was to teach the LILY team the ins and outs of Klaviyo. Radikal provided an intensive training so they could work with the platform themselves in the future.

Now that LILY was familiar with Klaviyo, it was time to set up email campaigns. Radikal has created two campaigns with LILY so far:

• March 2021: Automatic Onboarding campaign

The first campaign Radikal and LILY worked on was an automated onboarding campaign in March. For this campaign, a welcome email with a unique 10% discount code was used. The purpose of this discount code was to obtain more orders.

• June 2021: Abandoned Shopping Cart campaign

Thanks to the success of the automated onboarding campaign, a second optimization was implemented. In June, Radikal took care of the abandoned carts on LILY’s webshop. The default app provided by Shopify to manage those abandoned carts was replaced with a more personalized and better set up campaign through Klaviyo.

The Results

Thanks to the cooperation with Radikal and the implementation of Klaviyo, LILY was able to achieve several good results:

• Automated emails can now be fully personalized and converted to the LILY style and tone of voice thanks to Klaviyo.
• Thanks to the CRO analysis, the shop was fully optimized over a period of 5 months.
• Using a pop-up and newsletters, the database expanded to nearly 400 contacts and achieved an open rate of 26.1% on average.
• Because of a combination of automated flows and campaigns in Klaviyo and the CRO track, sales have increased significantly: sales via automatic onboarding campaign after 1 month: + 617%. Sales effect of abandoned cart campaign: + 424%.

About Radikal

Radikal is a Shopify agency that sells e-commerce services, websites and digital marketing. The Radikal team consists of ambitious digital specialists who work with their clients to deliver valuable digital products for their brand. Through proactive work, continuous improvement and a pragmatic approach they ensure your company will stay ahead.