Stone & Wood
TRANSFORMING AN OLD CRAFT
Learn how Stone & Wood brew success through Shopify and Klaviyo and their partnership with Elephant Room
In 2008, three friends from the beer business got together and decided to build a brewery that did things a little differently. Inspired by the idea of creating a village brewery, being a business with conscious has been our focus since Day One.
Traditionally, everyone in the community had a role to play – the butcher, the baker and the local brewer. A brewery didn’t just supply fresh beer to the locals, it was also the meeting place and could be relied on to support the wider community. Just as in these times, we feel it is a part of our responsibility to support the people and environment that supports us.
As craft beer has taken off in Australia, Stone & Wood has expanded past our home in Byron Bay, but the vision the boys had when they first sat around the kitchen table dreaming up the original Pacific Ale hasn’t changed.
the challenge
Before partnering with Elephant Room, Stone & Wood used a basic digital and Customer Relationship Management (CRM) system that limited their eCommerce and customer engagement potential. Their systems needed an overhaul to reflect their brand better and enhance the customer experience online.
Stone & Wood’s goal was to find a partner to execute this project, achieving a unified customer view across their digital platforms while ensuring brand consistency across all communications.
Replatfrom to Shopify from Woocommerce
Migrate all retention and email marketing automation from DotDigital to Klaviyo
Customise Recharge flows for beer subscriptions and membership
Implement Wonderment for robust order tracking
Design and build an entire email template system
The Digital Transformation Journey
In 2023, Elephant Room partnered with Stone & Wood on a digital transformation project focused on their web and CRM systems.
Migration from Dot Digital to Klaviyo
Elephant Room managed the entire migration process, transitioning Stone & Wood’s email service provider to Klaviyo. This migration was part of updating the digital infrastructure to enhance the customer journey and experience.
All historic data residing in Dot Digital, including product, customer, and order information, was carefully moved to Klaviyo, ensuring a seamless transition without data loss.
Optimised Customer Journey in Klaviyo
Elephant Room developed a comprehensive customer journey within Klaviyo, which included setting up foundational email automation flows, such as new subscriber welcomes, abandoned cart series, and membership communications.
The team redesigned email templates to reflect Stone & Wood's branding, website design, and tone of voice, ensuring a consistent brand experience across all email communications.
Wonderment Integration
A significant part of the CRM execution was dedicated to improving the post-purchase experience to encourage repeat purchases and reduce churn. This involved using Wonderment to improve order tracking and communication.
Wonderment is a post-purchase platform that tracks orders in real-time and integrates with Klaviyo. It aims to minimise customer service enquiries regarding order status by providing customers with detailed, real-time updates about their orders.
Integration with Recharge
Elephant Room facilitated Stone & Wood’s shift to Recharge for managing their beer subscriptions and membership program. Both services were integrated with Klaviyo to centralise communications and automate management.
Event Integration
Stone & Wood integrated with Eventbrite to manage their event-related communications through Klaviyo, improving visibility into subscriber participation in events and enriching customer profiles.
Results Achieved
Within the first month of the Klaviyo migration and introducing additional automation (Flows), engagement increased by 36% with an average click rate of 2.86% achieved in the month of July immediately after go-live.
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