Turning a migration into a high-performing growth engine powered by Klaviyo
by-bar had long invested in email marketing, but they knew they were only scratching the surface. When they migrated their ecommerce platform from Adobe Commerce (Magento) to Shopify, they saw an opportunity to rethink their entire lifecycle strategy. Partnering with Domaine, they transformed email from a supporting channel into a primary revenue driver — now contributing nearly 30% of total revenue and continuing to grow.
A platform migration that unlocked smarter marketing
With Shopify’s native integration capabilities, by-bar implemented email and SMS marketing platform Klaviyo, to power a more sophisticated lifecycle strategy. Domaine stepped in to define what exceptional lifecycle marketing could really look like — mapping revenue opportunities across the customer journey and identifying where automation and segmentation could drive measurable gains. What began as a conversation about possibilities quickly evolved into a performance-focused roadmap.
From basic flows to a revenue-generating ecosystem
by-bar had already activated foundational flows, the opportunity was in optimization.
Domaine partnered closely with by-bar’s marketing team to expand and refine key automations, including a significantly enhanced welcome series, abandoned cart, and abandoned checkout flows, and a birthday campaign. The welcome series evolved into a multi-touch introduction to the brand — highlighting their values, sustainability commitments, and long-term relationship mindset. Through Klaviyo’s advanced segmentation and direct Shopify integration, by-bar could deliver content aligned to each customer’s behavior and purchase history — reducing noise and increasing engagement.
Pushing personalization further with Elite-level expertise
As a Master Elite Klaviyo Partner (the first in the Benelux), Domaine brought deep technical expertise to increasingly complex use cases. Together, the Domaine and by-bar teams expanded to approximately ten active flows, each designed to improve retention and customer experience. From tailored lifecycle messaging to proactive follow-ups on negative reviews, every touchpoint was viewed as an opportunity to strengthen loyalty. Due to Shopify’s seamless data sync with Klaviyo, personalization became operationally scalable — allowing by-bar to test, iterate, and optimize without adding technical friction.
Results: from incremental gains to a major revenue channel
By aligning their Shopify migration with a strategic Klaviyo implementation and bringing Domaine in as their Klaviyo-expert partner, by-bar transformed their email performance into a core growth lever. Email marketing now contributes nearly 30% of total revenue, driven by an expanded welcome series, optimized abandonment flows, and increasingly personalized lifecycle campaigns. With a strong technical foundation and a clear retention strategy in place, by-bar is positioned to continue increasing customer lifetime value and deepening brand relationships through owned channels.
"Most of the flows we were already using, but thanks to the new strategy and the optimisations made possible by Klaviyo, those emails started to generate considerably more revenue. The welcome series has grown a lot as well, with several emails now. We introduce people to the brand, what we stand for, what sustainability means to us: we really aim for a long-term relationship with the customer."
Esmée Kroon, Marketing Communications Coordinator
by-bar
