FRANKIE4 is an iconic Australian footwear brand whose shoes blend style and comfort. Their patented Sole Hero™ Footbed technology is built for women on their feet all day—from healthcare workers to airline employees and beyond.

From humble beginnings at a Brisbane podiatry clinic, FRANKIE4 has grown into a global retailer selling across Australia, New Zealand, and North America. Along the way, they’ve built a loyal customer base, and earned over 100,000 5-star reviews.

Learn how FRANKIE4 fosters brand loyalty and boosts ROI with Klaviyo

Challenge

There is no shortage of footwear brands jostling for the attention and spending power of FRANKIE4’s target customers.

Footwear is a competitive industry. With the cost of living rising, shoppers are growing more thoughtful about their discretionary spending.

FRANKIE4 wanted to scale their brand in a lean, efficient way—but market forces were driving up acquisition costs. Plus, handling email and SMS marketing on separate platforms made it difficult to track performance holistically.

Solution

To combat rising customer acquisition costs, the FRANKIE4 team started prioritising retention—and turned to Klaviyo for support with their next phase of growth.

With Klaviyo’s segmentation tools, the team can identify and speak to their most engaged customers and encourage word-of-mouth referrals—enabling both customer retention and acquisition.

By consolidating SMS and email marketing within Klaviyo, FRANKIE4 has also streamlined its tech stack to improve data visibility across multiple channels. Now, the brand has removed friction from the customer journey and can pinpoint common cart abandonment moments to boost conversion rates.

Plus, FRANKIE4 has confidently expanded in New Zealand and North America, harnessing insights and learnings from its established Australian audience. With Klaviyo’s rich omnichannel insights, the team can see how each audience segment responds to specific messages and offers, and adapt to regional trends, too.

“Consolidating our email and SMS marketing into Klaviyo has been a game-changer, not only for conversion and revenue uplift, but has also streamlined our workflow and enhanced our ability to make data-driven decisions to personalise our customer touchpoints,” says Rebecca Sheppard, CRM manager at FRANKIE4.

Consolidating our email and SMS marketing into Klaviyo has been a game-changer, not only for conversion and revenue uplift, but has also streamlined our workflow and enhanced our ability to make data-driven decisions to personalise our customer touchpoints.

Strategy

With Klaviyo, FRANKIE4 has built an engaged community of loyal customers while scaling into new international markets, with tactics like:

• Formalising referral campaigns supported by Klaviyo, using segmented campaigns to run incentivised “refer a friend” promotions that lower the cost of customer acquisition. More than half of entrants in the brand’s most recent giveaway campaign were referred by a friend and therefore new to the FRANKIE4 brand.
• Leveraging SMS as a VIP channel to boost retention of FRANKIE4’s most engaged customers, using timely, personalised SMS campaigns in Klaviyo to offer early sale access and sneak peeks of new products.
• Consolidating omnichannel data in Klaviyo to gain real-time visibility into both campaign and flow performance across email and SMS marketing, with the ability to measure ROI based on channel-specific marketing objectives—for example, which copy is most effective at driving the highest click rates on time-sensitive SMS campaigns.

“With Klaviyo, we’re able to make sure we’re not just hitting new customers with heaps of generic product messages,” Hsu says. “Instead, we’re able to nurture this relationship through relevant personalised content to make consumers feel they’re part of an engaged community.”

With Klaviyo, we’re able to make sure we’re not just hitting new customers with heaps of generic product messages. Instead, we’re able to nurture this relationship through relevant personalised content to make consumers feel they’re part of an engaged community.

Bonus: Get the inside scoop on how FRANKIE4 is boosting order frequency with Klaviyo in this Behind The Brand episode.