Assembly Label
END TO END CUSTOMER RETENTION OVERHAUL
Inside Assembly Label's partnership with Elephant Room & Klaviyo to transform the brands retention performance
Founded in 2011 by Damien Horan and Daniel Oliver, Assembly Label embodies the philosophy of a capsule wardrobe, offering timeless and versatile essentials crafted to last.
They are dedicated to producing modern clothing and lifestyle items from premium materials. Their collections feature classic silhouettes and a signature neutral colour palette.
As an Australian brand, it draws inspiration from coastal landscapes and aims to conduct business responsibly towards the environment and the community.
the challenge
Before partnering with Elephant Room, Assembly Label needed support to create their retention strategy and improve the performance of their owned media channels—email and SMS.
Historically a bricks-and-mortar brand, Assembly Label shifted focus towards expanding its online presence and pursuing international growth.
Assembly Label aimed to consistently communicate the concept of a 'capsule' wardrobe—a collection of timeless, versatile clothing essentials—through all its brand messaging. Assembly Label wanted its marketing and customer communication strategies to be aligned with its broader business goals, which included expanding its online presence and reaching international markets.
To achieve this, they needed a setup that allowed for a seamless and integrated approach across all channels (online, in-store, email, SMS, etc.), ensuring that their message was consistent and effective no matter how or where customers interacted with the brand.
- Klaviyo List Management & Hygiene
- Email Template Redesign
- Bespoke Automation Flows
- SMS Setup & List Growth
- Advanced Reporting
Strategic Retention Overhaul
Assembly Label came to Elephant Room for more comprehensive support in retention strategy.
By collaborating closely with the paid media manager, Elephant Room devised strategies to not only acquire new customers but also improve retention using Klaviyo's segmentation, integrated with Meta and Google for better performance. Assembly Label's loyal customer base, driven by its capsule wardrobe concept, excellent basics, and strong price point, naturally contributed to higher retention rates.
Their previous Klaviyo setup was fairly standard, but a brand of their size required a more customised approach. Elephant Room focused on testing and thinking outside the box, rather than following basic Klaviyo guidelines.
Elephant Room analysed data to understand customer behaviour both in-store and online and used Klaviyo to improve lifecycle communication. Assembly Label targeted subscribers based on their relationship with the brand and purchase history.
Key Implementations
Klaviyo List Management & Hygiene
Elephant Room made sure Assembly Label's Klaviyo account was optimised beyond the basic setup, implementing lifecycle approaches and testing new initiatives to understand what resonated with customers.
This included re-homing customers into correct accounts, and ensuring New Zealand customers were separated from Australian accounts. This process involved meticulous data management to ensure accurate segmentation and targeted communication.
Email Template Redesign
The email templates were reworked to follow best practice design principles, increasing engagement and deliverability. The redesign addressed issues such as Gmail clipping and enhanced the overall user experience.
Bespoke Automation Flows
Elephant Room developed bespoke automation flows for Assembly Label’s “Re-worn” project, which allowed customers to resell pre-owned Assembly Label items.
Additionally, they set up Okendo integration for branded review request emails and implemented segmentation and personalisation strategies for better customer engagement.
SMS Setup & List Growth
Elephant Room tested SMS as a channel, implemented list growth strategies, and set up the Elevar x Klaviyo integration for additional site tracking. They educated Assembly Label on the benefits of using SMS effectively, particularly outside key sales periods.
Advanced Reporting
Elephant Room provided deeper-level reporting beyond what Klaviyo typically offers, leveraging its status as a Klaviyo Elite Partner to handle and run advanced analytics.
Integration of POS data (Indigo 8 POS) allowed for an omnichannel approach to email, enabling us to track the success of emails in driving in-store revenue and beginning to unify all customer touchpoints for a singular customer view.
Results Achieved
In the first six months, Assembly Label saw:
- Improved email list growth and engagement
- Increased revenue from automated processes
Additionally, integrating offline data improved reporting and customer insights, leading to:
- Comprehensive customer views across channels
- An improved analysis of customer lifetime value and acquisition drivers
- Improved understanding of online and offline shopping behaviours
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