LSKD unifies email and SMS marketing in Klaviyo and grows ecommerce revenue 45% YoY

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Founded by Jason Daniel, LSKD is an Australian-owned functional fitness brand making performance apparel with a street fashion twist. Focused on delivering superior fabric, fit, and function, LSKD has experienced remarkable growth since 2019, scaling to $100 million in revenue and opening 17 retail stores across the US, Australia and New Zealand.

Learn how Klaviyo helped LSKD consolidate cross-channel data and communications

Challenge

As LSKD evolved from a pure ecommerce brand into an omnichannel retailer, it needed to maintain relevant customer communications and community engagement across multiple touchpoints in multiple regions.

When we expanded into an omnichannel business, it became increasingly important to have a strong foundation for measuring and understanding our customers and community. That challenge only compounds once you add more channels like SMS, email, and push notifications.

They were able to integrate data from platforms like Shopify POS, Tapcart, and Swell into Klaviyo to get a centralised view of the customer, but they were still running SMS in Yotpo, presenting a couple of challenges: 

First, having a different platform for SMS meant the brand was storing rich customer data in silos. This often resulted in double attribution, making it difficult to get an accurate view of the top-performing campaigns and channels.  

Secondly, because SMS and email operated independently, LSKD lacked the data they needed to identify a customer’s preferred channel, and many customers would receive overlapping messages, which created a disjointed customer experience.

Solution 

As the brand scaled at pace, LSKD moved SMS over to Klaviyo, helping them to get a more accurate view of attribution, while avoiding redundant communications across channels.

“Moving SMS to Klaviyo provided rich data we hadn’t anticipated, including customer’s preferred communication channel and more accurate attribution tracking. Combining it with our email database supercharged our messaging capabilities from day one,” says Bryn Scott, senior creative lead at LSKD.

With all their data in one place, LSKD has a clear picture of customer behaviour, helping them to unlock insights into purchasing patterns. 

“Klaviyo gives us a wealth of data that shows us exactly where our customers are, what they’re buying, and how often,” Scott adds. “This detailed insight is essential for our retail team as they plan where to open new stores.”

Strategy

With consolidated customer data and marketing communications in Klaviyo, LSKD were able to identify new opportunities for growth, including:

• Creating a seamless comms experience: Email and SMS now work together in Klaviyo to create a consistent and effective experience for customers. For example, LSKD built an operational flow that tags customers based on their channel preferences — this means customers are receiving messages on the platform they prefer, and are more likely to take action on. 
• Bringing in-store and online together: Thanks to rich unified customer data, LSKD can create flows that trigger after specific customer actions to drive revenue, reviews and customer loyalty. For example, real-time in-store purchases are tracked via the Shopify POS integration. These actions trigger a flow that asks the customer to leave a Google review for the specific location, and then prompts them to sign up for their rewards program. This creates a cohesive in-store and online experience for their customers.  
• Identifying revenue opportunities through segmentation: Using Klaviyo segmentation and flows, LSKD identifies new revenue opportunities, such as turning first-time BFCM shoppers into regular-price shoppers with product recommendations and launches. With more customer insights and personalisation, LSKD doubled YoY growth in revenue from Klaviyo flows in 2024.

These strategic initiatives contributed to an incredible result for LSKD who experienced 45% YoY growth in ecommerce revenue. 

Choosing the right platform, Klaviyo, was huge for LSKD because we can move fast and deliver a seamless omnichannel experience. We can engage our community within minutes, which became even more vital as we expanded from ecommerce into retail.