Wilkinson Sword is a leading grooming brand with a heritage of precision and innovation, offering high-quality razors and shaving products designed for performance and comfort.
CRM Revenue YoY (Q2-Q4)
474%
Father’s Day Sale Revenue YoY
573%
Customer Profiles Re-Engaged
60K+
Key Challenges
After months without campaigns or fully configured flows, Wilkinson Sword’s large customer database was primarily composed of unengaged profiles. The key issues included:
A Dormant Customer Base
A substantial portion of contacts had lapsed due to prolonged inactivity, requiring careful re-engagement to prevent deliverability issues.
Lack of CRM Activity
With both campaigns and automated flows inactive or incomplete for months, Wilkinson Sword had missed key opportunities for engagement and revenue.
Tight Timeline
A solution was needed within just two months to successfully rewarm the audience ahead of a major rebrand and product launch.
The Solution
To overcome these challenges, we deployed a strategic solution:
Segmentation & Re-engagement
Rolled out a phased email strategy, starting with the most engaged customers before expanding to broader audiences, minimising spam complaints while maintaining strong engagement.
Fresh Creative & Targeted Messaging
Developed new, engaging content tailored to different customer segments, ensuring a personalised experience and promoting brand value.
Seasonal & Promotional Focus
Launched highly targeted campaigns around key retail moments, including the Father’s Day Sale and other high-converting periods, driving urgency and higher engagement.
The Results
The results speak for themselves:
+474% CRM Revenue Growth
Sustained CRM optimisation from March to September delivered a 474% year-on-year revenue increase, driven by improved segmentation, smarter targeting, and consistent campaign refinement.
+573% in CRM Revenue for Father's Day
A highly targeted CRM strategy during the Father’s Day sale period drove a 573% uplift in revenue, maximising conversion during a key commercial moment.
60K+ Customer Profiles Re-engaged
Over 60,000 inactive profiles were successfully re-engaged through structured audience warming, improving engagement rates while reducing spam complaints.
Improved Engagement & Deliverability
Seamless integration between Klaviyo and Shopify enabled more precise targeting, leading to stronger engagement, better deliverability, and improved performance across both campaigns and automated flows.
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