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.
Who is IXY?
IXY is the official franchise operator of NEXT Kidswear in Romania, with physical stores since 2007. In April 2026, IXY launched its online store, ixy.ro, on Shopify, selling quality clothing and footwear for children aged 0 to 13.
What email marketing challenges did IXY face at launch?
IXY had an uncleaned, inactive offline database of around 35,000 contacts in Campaign Monitor and no core eCommerce automation flows. The brand also competes directly with the official Next UK online store, so it needed to stand out without relying on aggressive discounts.
How did eCommerce Today migrate IXY from Campaign Monitor to Klaviyo?
eCommerce Today first verified and cleaned IXY’s 35,000-contact database to remove invalid addresses, then imported the cleaned list into Klaviyo. The migration also included sender domain authentication, custom profile attribute mapping and account-wide UTM tracking.
How was IXY's sender reputation protected after the migration?
eCommerce Today ran a deliverability ramp-up campaign across 14 dynamic segments in Klaviyo. Increasing volume gradually, combined with domain authentication and a cleaned list, helped protect IXY’s sender reputation from the first sends.
Which Klaviyo flows were set up for IXY?
eCommerce Today set up New Subscriber, Welcome, Site Abandonment, Browse Abandonment, Cart Abandonment and Checkout Abandonment flows for IXY. The flows use dynamic product logic to send targeted messages across the customer journey.
How does IXY capture new email subscribers on its Shopify store?
eCommerce Today configured responsive subscription pop-ups designed separately for desktop and mobile users on ixy.ro. New subscribers then enter the automated welcome journey in Klaviyo.
How does IXY compete with the official Next UK online store?
IXY’s retention strategy focuses on local advantages, such as fast delivery and local returns, rather than aggressive discounts that could dilute the brand. This positioning shapes how IXY communicates with customers in Romania.
What is next for IXY after the Klaviyo migration?
With a clean database, authenticated domain and core flows active, IXY has the email foundation to support customer retention. The same infrastructure is set to support IXY’s planned transition into a multi-brand marketplace.