About the client
Boody is a clothing brand obsessed with comfort. They create a range of basics made from the softest organically-grown bamboo viscose, consciously designed to bypass fads and trends. Their focus on comfort and product longevity puts sustainability at the forefront of Boody’s mission. With the success of their core underwear collection, Boody has expanded their range to include both men’s and women’s clothing, sleepwear, and babywear.
Platforms featured
- Klaviyo
- Shopify Plus
- Shopify Markets
- Yotpo Loyalty
- Tolstoy
Result snapshot
The opportunity
Boody has three Shopify instances, each servicing two subregions using Shopify Markets, with an aligned setup in Klaviyo:
We saw an opportunity to supercharge Boody’s email and SMS channel and deliver highly personalised experiences using an intricate selection of show / hide rules and conditional logic. This advanced setup ultimately means a customer may never see the same automated communication twice. We achieved this using dynamic content within each email, rather than cluttering the flow with multiple variant emails, thereby preserving reporting capability and internal manageability.
Klaviyo’s advanced capabilities means that in each of the 6 regions, Boody can personalise:
Furthermore, the REP. team identified the possibility of hyper-personalisation in the abandonment automations by auditing Boody’s tech stack. Importantly, this level of customer personalisation could not be achieved in a platform outside of Klaviyo. Some of the dynamic content REP. crafted includes:
- Curated reviews based on the category of product the recipient’s in cart
- USPs based on the category of product the recipient viewed
- Bundling information based on the recipient’s cart
- Upsell / cross-sell based on products applicable for bundling — explicitly showing bundling options for customers based on gender
- Loyalty information based on:
- Membership status
- Member location
- Available points
- Possible points to be earned on a purchase
- Personalised video content from Boody’s socials based on the recipient’s cart content
- Comfort Guarantee offer based on recipient’s checkout content and purchase history
REP.'s ultimate goal for Boody's abandonment flows was to introduce a level of sophistication that would set them apart from competitors by personalising almost every section of each email, according to the customer’s unique attributes and behaviours.
Browse Abandonment series
Key objectives:
- Determine optimal email timing
- Provide USPs for each product category
- Increase conversion rate without relying on discounting
- Encourage engagement with the loyalty program
-
Craft separate journeys for:
- Loyalty and non-loyalty members
- New vs returning customers
To kick off Boody’s abandonment overhaul, we started with a Browse Abandonment or “Viewed Product” series. The strategy focused on two distinct journeys:
As Browse Abandonment sits towards the top of the funnel, loyalty members are only sent one email reminder in this series, with the expectation that highlighting their membership benefits will be enough to push them down the funnel. Within these loyalty-based emails, members see their loyalty status via a set of conditional banners. Members who have enough points to redeem at least the lowest loyalty reward are notified of this, while those who don’t have enough points are shown how many they could potentially earn by purchasing the product viewed.
Non-loyalty members have a different Browse Abandonment journey within this flow. Their initial reminder focuses on Boody’s strong USPs, showing customers one of eight conditionally coded blocks according to the category of product viewed. Then, customers are separated into new versus returning customers via conditional splits.
Added to Cart series
Key objectives:
- Create separate journeys for new and returning customers
- Determine optimum send time after “Added To Cart”
- Leverage personalised product reviews (based on “product type” in cart) to encourage first purchase
- Increase AOV for return customers through product bundling
- Show personalised product feeds based on recently viewed products
The next step in the abandonment flow overhaul was the Added to Cart Series. This again splits customers into two groups:
This focus on new vs returning customers means that subscribers can be sent content that’s relevant to the stage of their customer journey with Boody.
While the Browse Abandonment series focuses on brand and product USPs to convert recipients, the Added to Cart Series kicks off the automation by highlighting user-generated content in the form of reviews. In this series, reviews are conditionally coded to display based on the category of product in the recipient’s cart. This included 8 designed-in blocks with a selection of 3x curated five-star reviews.
Messaging for return customers is geared towards welcoming them back and encouraging them to add to their Boody collection. To increase AOV, if recipients have an item in their cart that is eligible for bundling, they are shown a ‘bundle and save up to 25%’ block, with explanatory messaging around how to redeem. Those without are shown a dynamic feed of products set to display based on customer preferences.
To limit the use of discounting, only subscribers who have not yet placed an order with Boody are offered a discount on their cart.
Abandoned Checkout series
Key objectives:
-
Define three distinct checkout abandonment journeys: first-time customers, returning customers and loyalty customers, with the intention of pushing subscribers across each stage over time:
- First-time customers: brand introduction, sustainability highlights and UGC content (based on cart contents).
- Returning customers: test effectiveness of SMS versus email, personalised cross-sell/upsell content based on cart contents, and “join loyalty” prompts
- Loyalty members: promote engagement with the loyalty program via points balance conditional splits to deliver personalised reward redemption emails/SMS
Lastly, we overhauled Boody’s Abandoned Checkout Series to complete the abandonment suite. This automation focuses on three separate journeys: first-time customers, returning customers and loyalty members.
“Abandoned Checkout is typically one of the highest revenue-generating flows in an account, so you want to take the time to create one that is designed for customer engagement and conversion. Oftentimes in account audits I’ll see Abandoned Checkout flows that send recipients down the same set of emails every time they make it to checkout.
If they’re a loyal customer, you’re expecting them to make it to checkout multiple times over the course of their relationship with you, so this doesn’t make a lot of sense. I wanted to make sure Boody customers (who we already know are fanatical) weren’t bored by the exact same messaging every time they enter, and instead inspired by the content they receive.” – Georgia, REP., Account Director.
From left to right in the flow structure, we began with new customers. Some of our focus included brand introduction, highlighting the sustainability message central to Boody’s core values, and establishing trust using reviews that display specific to the category of the first product in the recipient’s checkout. Boody also offers a Comfort Guarantee to first-time customers for specific products, so we again used conditional logic to display this information for eligible checkout abandoners. For this group, we also leveraged Tolstoy’s integration with Klaviyo to show relevant video content, pertaining to the recipient’s checkout contents.
For returning customers, we didn’t need to educate or rely on social proof to secure a sale because the customer already knows the value. As such, we took the opportunity to test email versus SMS, increase AOV via bundling prompts, and prompt engagement with the loyalty program for ongoing benefits. With this series, the goal was to coax the customer across each stream until they ultimately become a loyal customer.
Lastly, within the loyalty journey, customers are split into four groups. We took a strategy from the Browse Abandonment Series and developed it even further, highlighting the exact loyalty reward the recipient was entitled to. The reason for this was twofold. It helped us deliver a discount to the recipient that they had already earned. Plus, it promotes regular engagement with the loyalty program.
Some additional intricacies across each of the abandonment flows we developed included conditional blocks to show free shipping thresholds and payment options available across each of the 6 regions including:
Result highlights
For Q1 2026, these three abandonment series REP. crafted for Boody saw an increase in revenue of 148% YoY across their three accounts. Notably, Boody’s UK store saw an increase in revenue of 231% compared to the same period the year prior.
In just three months (Q1 2026) the abandonment flows achieved a total 37x Return on Investment for Boody.
Conclusion
Understanding the full breadth of Klaviyo’s capabilities and taking advantage of the integration possibilities was crucial to bringing these strategies to life. Boody’s abandonment flows now deliver a truly personalised experience, incorporating customisation for location, product interest, loyalty data, purchase history attributes and more.
Get in touch
If you’d like to improve your customer journey with strategic automations that leverage your tech stack, please reach out at hello@rep-agency.co.
