Brief
Flordeco is a retailer specializing in home renovation materials, including flooring, ceramics, and various interior design products.
In a highly competitive context where purchase cycles are long and thoughtful, the company wanted to maximize the performance of its automated communications to better support users in their projects. Maze was therefore mandated to conduct a complete audit of the Klaviyo ecosystem and rethink the marketing flows strategy from a customer lifecycle perspective. The mandate included a technical analysis of the platform, a study of audiences and segments, an evaluation of existing flows, and the design of a new automated communication architecture.
Goals
Building a strategy to support conversion throughout the customer journey
The project initially aimed to optimize marketing performance, in a context where flows and campaigns generated only a limited portion of revenue and where the existing structure revealed several inefficiencies. The objective was therefore to fully leverage Klaviyo to increase both conversion and customer retention.
At the same time, particular attention was paid to structuring a clear customer journey. Automated communications had to seamlessly integrate into the different stages of the lifecycle, respecting natural progression logic. The mandate was thus to design a coherent flow architecture, aligned with each key moment of the journey.
Finally, the project sought to create a truly relevant user experience. Each email had to become a value-added touchpoint, capable of assisting the customer in their decisions and simplifying an often-complex project, by offering them the right information at the right time.
Tools and partners
Complexity and challenge
Adapting the CRM strategy to a product that is almost never repurchased
The main complexity of this project stems from the type of products sold by Flordeco. Unlike most online stores, the products offered are part of major renovation projects, often planned over several months. Purchase decisions generally involve many steps: inspiration research, material comparison, budget validation, in-store or expert advice. The buying cycle is therefore particularly long, and a purchase does not occur immediately after a product is discovered. The audit also highlighted a low purchase recurrence, with customers generally ordering only once a year, which makes loyalty and cross-selling particularly strategic.
This reality directly influences how communications must be designed. Emails cannot be solely focused on rapid conversion. Instead, they must support a natural progression in the customer's thinking, providing useful information, building trust, and accompanying the different phases of a renovation project.
Approach
Identify friction points in the current strategy to build a more effective foundation
The analysis highlighted several optimization opportunities, particularly in the potential of the email channel to better support user interactions, in structuring automations throughout the customer journey, and in organizing audiences to offer more relevant and targeted communications. The strategy therefore needed to be rethought around clearer segmentation and a communication automation system capable of supporting each step of the customer journey in the long term.
Based on the findings from the audit, a new lifecycle marketing architecture was defined to organize communications around key moments in the user journey. Rather than sending isolated or only promotional emails, the goal was to create a coherent sequence of flows capable of supporting the user in their evolution.
This transforms email marketing into a true strategic support tool. Each flow thus addresses a specific intention and is part of a global logic where communications progressively become more targeted and relevant.
Solution
Flow design that adapts to the targeted objectives of different users
Once the wireframe structure was established, the next step was to refine the experience logic within each flow. In an effective CRM strategy, a flow should not be conceived as an identical journey for all users. Several types of profiles can enter the same sequence, each with a different relationship with the brand and distinct needs. It was therefore essential to integrate this reality into the flow design to offer a more relevant and personalized experience.
The welcome flow illustrates this logic well. Two types of users can enter it. The first corresponds to a customer who has just made a purchase and then subscribes to the newsletter, often at checkout. In this case, the message should not aim to trigger a first purchase but rather reinforce the relationship with the brand, offer support for the ongoing project, or suggest complementary products. The second profile corresponds to a user who discovers the brand and subscribes to the newsletter without having yet made a purchase. Here, the objective is different: it is about introducing the world of Flordeco, reassuring the user, and helping them take the first step towards their first project.
Unlike several e-commerce sectors, the products sold by Flordeco are part of renovation projects that are often planned over several months, or even years. It was therefore essential to adapt the logic of the win-back flow to this particular cycle. Rather than quickly re-engaging after a purchase or a period of inactivity, the sending times were designed to correspond more closely to the actual pace of landscaping projects.
Results
A communication strategy now aligned with the real user journey
Following the analysis and redesign of the flows, a new automated communication architecture was implemented to better support users throughout their renovation project. The flows were restructured to more precisely address the different stages of the customer journey and provide more relevant messages based on users' level of engagement.
This approach now makes it possible to adapt communications to the reality of projects, while reinforcing the consistency of the experience and the clarity of messages. The objectives of the mandate have thus been achieved: structuring a more robust flow strategy, improving the relevance of communications, and creating a system capable of sustaining the relationship with customers in the long term.
“Renouveler notre collaboration avec Maze nous permet de continuer à structurer notre croissance numérique avec une approche claire et mesurable. Cet accompagnement stratégique nous aide à prioriser les bonnes actions et à faire évoluer notre plateforme de manière cohérente”
Flordeco
