b.box for kids designs feeding, drinking and on-the-go products for babies and toddlers – the brand most Australian and New Zealand parents know first for its sippy cup with the weighted straw. Founded in 2007, founders Dannielle Michaels and Monique Filer decided to create a brand that was design-led and Australian-owned.
The brand sells direct to consumer and through major retailers across Australia and New Zealand, with distribution into further markets. It trades in a category with a hard edge on it: a customer buys intensively for roughly two years, then their child grows out of the range.
b.box wanted more out of Klaviyo. The account was working, but the team suspected it was doing less than it could and wanted an outside read on where. Underneath the brief was a repeat-purchase question. Get the right message to the right parent at the right stage, stop paying to send the wrong one, and build the intelligence to keep doing it as the list grows.
Nothing was obviously broken, which is the hardest place to start. The flows worked. The campaigns went out. The list grew. Underneath, Klaviyo held years of purchase and engagement history that the segmentation never touched – audiences were built on lists rather than behaviour, so a first-time buyer and a lapsing repeat customer could receive the same message on the same day. Several automations hadn't been revisited since the day they were built. And nobody had tested how much email the list would actually absorb.
Our Klaviyo & Email team audited the account before touching it. That order is deliberate and it's the cheaper one: find out which existing flows are earning their place before spending budget building new ones. We started at the data layer, because segmentation sets the ceiling on what every flow and campaign can say. Recency, frequency and monetary value (RFM) segmentation, read against customer lifetime value, average order value (AOV) and purchase frequency. Then we worked outward – flow by flow, then campaign volume across the whole programme.
We handed back a prioritised audit covering four layers: the customer data available in Klaviyo and how it was being segmented, flow-by-flow performance, personalisation and dynamic content, and campaign saturation.
RFM segmentation mapped to every flow is the piece that changes the most. It gives b.box a way to reach a customer before an inflection point rather than after one – at the moment the gap between orders starts stretching, not once they've gone quiet. The flow audit identified where personalisation could be driven by intent rather than list membership, and where new automations were worth building. The campaign saturation analysis found headroom in send strategy that the team had assumed wasn't there.
The cost side matters as much. Better targeting means fewer sends to people who were never going to open, so the programme gets more out of the same Klaviyo spend.
