Projects/Strategic Migration to Klaviyo: Elevating Engagement for a Retail Leader

Strategic Migration to Klaviyo: Elevating Engagement for a Retail Leader

Context

The fashion destination for families here at home

Aubainerie is an iconic retail brand in Quebec. For over 81 years, the company has been offering trendy clothing at affordable prices for the entire family. With an extensive store network and a strong digital presence, Aubainerie embodies proximity and a deep understanding of the real needs of Quebec households. Aubainerie now manages a robust data ecosystem encompassing several million customer profiles. This rich customer database enables the brand to build and sustain strong relationships with local families through a highly engaged email subscriber base—reinforcing the deep trust and loyalty that define Aubainerie’s connection with its customers.

Project highlights

Project highlights

+80

years of experiences

51%

open rate

2%

CTOR maintained among an engaged and more receptive audience

95+

increase in the open rate

“This collaboration with our partner was established in a smooth and constructive manner. The initial results observed are very encouraging and confirm the relevance of our shared approach. This fully reinforces our optimism regarding mid- and long-term outcomes.”

Annie Grandchamp

CRM and Customer Experience Manager

Aubainerie

Mandate

Migration and Optimization of the CRM & Email Marketing Ecosystem

The mandate involved orchestrating the complex migration of Aubainerie’s relationship marketing operations to Klaviyo. The technical challenge was significant: transferring and structuring a massive email database while ensuring a seamless transition for day-to-day communications. The approach focused on optimizing current email performance while establishing Klaviyo as the central platform to support the future rollout of the brand’s SMS strategy.

Objectives

Customer Intelligence and Precision Through Shopify

The primary objective was to transform a high volume of data into an agile growth driver. Aubainerie aimed to shift from mass communication to a true one-to-one marketing approach by leveraging the power of behavioral data. Through a deep integration between Shopify and Klaviyo, the goal was to build dynamic segments based on real customer actions and activity (purchase history, browsing behavior, preferences). Another critical objective was long-term technological sustainability. By centralizing data within Klaviyo, the brand ensures it owns a scalable platform capable of unifying email and SMS communications under a single interface, delivering a true 360-degree customer view.

Results

Record-Breaking Performance and a Future-Ready Infrastructure

The migration delivered immediate and transformative results. The open rate increased to 51%, an exceptional figure that significantly exceeds industry benchmarks (38%). This approach ensures that Aubainerie communicates with an engaged and highly receptive audience. By analyzing the 2% CTOR (click-to-open rate), we can observe a healthy stabilization of engagement. This rate reflects a deliberate precision-driven strategy: rather than focusing on volume, Aubainerie prioritizes the most responsive segments. The number of customers redirected to the online store increased, demonstrating that the content strategy effectively captures the interest of the highest-potential segments. Beyond sending metrics, the true success lies in Aubainerie’s ability to orchestrate intelligent customer journeys. The successful integration with Shopify now enables lifecycle-based communications. In addition, by securing Klaviyo for potential SMS activation, Aubainerie now benefits from a scalable ecosystem ready to activate new channels and strengthen its close relationship with its broad customer base.
*Data according to the Klaviyo Benchmark Report 2025 (Apparel & Accessories)

“I truly enjoyed working with the Aubainerie team on this mandate. Thanks to their strategic vision and our close collaboration, we were able to prioritize targeting precision and engagement quality. Together, we built a high-performing ecosystem that places relevance at the heart of their customer relationships.”

Max Belzil DesRochers

Marketing Specialist

Novatize

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