Brief
Structuring a CRM channel capable of supporting growth
Café William is a Quebec-based company renowned for the quality of its organic and fair trade coffees. With the growth of its online store, the brand wanted to further structure its email channel to make it a more strategic growth driver.Maze was mandated to design a comprehensive CRM strategy and implement a marketing automation system on Klaviyo capable of supporting customer acquisition, conversion, and retention.
Goals
Transforming email into a customer relationship driver
The project's objective was to evolve the brand's email communications towards a more strategic and automated approach. It involved creating a system capable of supporting customers at different stages of their relationship with the brand: product discovery, first order, repurchase, and loyalty. The strategy also aimed to better leverage customer data to offer more relevant and targeted communications.
Tools and partners
Complexity and challenge
Structuring an Ongoing Customer Relationship
Unlike other product categories, coffee relies heavily on replenishment logic. Customers regularly return to buy their favorite products, sometimes on relatively predictable purchasing cycles. The challenge was therefore to design a CRM strategy capable of supporting this relationship over time. It was necessary to structure communications to support customers between their purchases, encourage replenishment, and strengthen their connection with the brand.
Approach
Audience segmentation and CRM flow architecture
The project began with an analysis of customer behavior and available data within the e-commerce platform. Based on this information, Maze defined a segmentation structure to differentiate various customer types according to their engagement level, purchase history, and consumption habits.This segmentation served as the foundation for designing a comprehensive automated communication architecture in Klaviyo. The different CRM flows were structured to support customers at each stage of the lifecycle: acquisition, activation, conversion, and retention.Concurrently, an email campaign strategy was defined to support product launches, promotions, and brand communications.
Solution
A Structured and Scalable Marketing Automation System
Maze designed and implemented a comprehensive automation architecture in Klaviyo, enabling Café William to deploy personalized communications triggered by customer behavior.
Several strategic flows were developed to support the customer lifecycle: welcome sequences for new subscribers, abandoned cart reminders, browse abandonment retargeting, and communications designed to encourage repurchases.
The strategy also integrated advanced segmentation logic to tailor messages based on customer profiles, purchase history, and level of engagement with the brand.
The entire system was designed to be scalable, allowing the Café William team to progressively optimize and enrich their CRM communications.
- +23%Open rate
- +33%Click rate
- +51%Conversion rate
Results
A CRM channel that has become a performance driver
The implementation of this CRM strategy has enabled Café William to structure its email channel and make it a more strategic lever in its e-commerce ecosystem. Communications are now more targeted, more relevant, and better aligned with customer behavior. Automations help support customers over time, encourage repeat purchases, and strengthen the relationship between the brand and its community.