Client Overview
IXY is the official franchise operator of NEXT Kidswear in Romania, operating physical stores since 2007. In April 2026, the company launched its online store, ixy.ro, on Shopify, focusing on quality clothing and footwear for children aged 0–13 years.
Challenges
IXY faced key operational and technical challenges in establishing their digital retention strategy:
- An uncleaned, inactive offline database of ~35,000 contacts managed in Campaign Monitor.
- Absence of core eCommerce email automation flows to engage visitors and recover abandoned intent.
- Direct online competition with the official Next UK platform, requiring a focus on local advantages (fast delivery, local returns) without resorting to brand-diluting aggressive discounts.
Phase 1: Database Migration & Infrastructure Setup
- List Hygiene & Migration: We executed a full verification and cleanup of the 35,000-contact database to remove invalid addresses before importing the cleaned list into Klaviyo.
- Technical Authentication: We proceeded with authenticating the sender domain (DNS setup), mapped user profile attributes, and enabled account-wide UTM parameter tracking.
- On-Site Lead Capture: Finally, we configured responsive subscription pop-ups tailored specifically for desktop and mobile users.
Phase 2: Flow Implementation & Ramp-Up Strategy
We migrated IXY from Campaign Monitor to Klaviyo, beginning with a full cleanup and verification of their 35,000-contact offline database. The technical setup included domain authentication, custom profile mapping, account-wide UTM tracking, and a deliverability ramp-up campaign across 14 dynamic segments to safeguard sender reputation.
To drive retention, we deployed responsive desktop and mobile pop-ups alongside core automation flows: New Subscriber, Welcome Flow, Site Abandonment Flow, Browse Abandonment Flow, Cart Abandonment Flow, Checkout Abandonment Flow.
Built with dynamic product logic, these flows deliver targeted messaging to capture high-intent revenue across the entire customer journey.
Conclusion
Transitioning from Campaign Monitor to Klaviyo and cleaning the historical contact database provided IXY with a secure email infrastructure. With foundational automation flows active and domain deliverability protected, the brand now has a solid digital foundation to support its customer retention and future transition into a multi-brand marketplace.
