McConnell’s Fine Ice Creams drives 55x Klaviyo ROI with help from Olo and Square integrations

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McConnell’s Fine Ice Creams has been a family-owned Santa Barbara institution since 1949. Founded by husband-and-wife duo Gordon and Ernesteen McConnell, the brand has always avoided preservatives—instead, they make their ice creams from scratch with high-quality, locally-sourced ingredients and house-made jams, chocolate, and cookies.

Today, they offer their indulgent flavors at 9 brick-and-mortar California scoop shops, and sell nationwide through an ecommerce store and grocery partners such as Whole Foods.

Learn how consolidating data from 3 retail channels in Klaviyo unlocked strategic wins for McConnell’s

Challenge

“Email is our primary marketing channel for driving revenue,” says Sarah Rose, marketing and ecommerce director at McConnell’s Fine Ice Creams.

But it used to be hard to quantify email’s full impact. McConnell’s and their digital marketing agency The Greenhouse could attribute ecommerce revenue to email with Klaviyo’s Shopify integration—but they couldn’t easily attribute on-premise scoop shop orders to email.

McConnell’s also uses email to encourage customers to order delivery directly via Olo—a more cost-effective option than third-party delivery apps. But they couldn’t quantify how much email moved the needle.

We wanted the customer journey to feel the same for scoop shop and online customers.

Their fragmented tech stack created customer experience challenges, too. McConnell’s struggled to identify and nurture new scoop shop visitors.

“We wanted the customer journey to feel the same for scoop shop and online customers,” says Kerri McDonald, co-founder and account director at The Greenhouse.

To track and maximize the impact of their marketing messages across revenue channels, the McConnell’s team wanted to consolidate their first-party data in Klaviyo.

Solution

Installing Klaviyo’s Square and Olo integrations alongside the Shopify integration opened up new horizons for McConnell’s. Now, they can unify customer data from their POS, online delivery, and ecommerce platforms in Klaviyo.

This new set-up clarified their marketing attribution. “Since email is a primary marketing lever for us, being able to report to our internal team on in-person scoop shop sales attributed to email has been really helpful,” Rose says.

We have more visibility into how McConnell’s marketing messages are working, and their tools are communicating better with each other.

Integrating their tech stack also gave McConnell’s new marketing capabilities. They now pull 13 metrics from Olo and Square into Klaviyo, and can use them to trigger email flows, segment their audience, and more.

“We can see who’s really a VIP core customer for each channel in Klaviyo now,” says McDonald. “We have more visibility into how McConnell’s marketing messages are working, and their tools are communicating better with each other.”

Strategy

Since adopting the new integrations, McConnell has seen early success using Klaviyo to tackle new strategic objectives like:

• Nurturing scoop shop customers: McConnell’s has launched two Square-triggered automations for in-person customers: first-timers get a thank-you message that introduces them to the brand, and 7–10 days post-purchase, every scoop shop visitor gets invited to return or order delivery. McConnell’s Square POS revenue from Klaviyo flows jumped more than 8x YoY.
• Promoting first-party delivery: McConnell’s uses zip code-based segmentation to encourage Californians within the service area to order delivery through their website, an option powered by Olo. “It’s great to see that people are willing to order direct from us when they know that’s available and they’re reminded about it,” Rose says.
• Personalizing content based on purchase history: McConnell’s uses Klaviyo’s dynamic content blocks to show customers messaging and CTAs tailored to their preferred purchasing channel, to create a more personalized experience and encourage repeat purchases.

“Being able to connect different touchpoints of our business in Klaviyo is major,” says Rose. “The Shopify, Square, and Olo integrations let us follow our customers’ journeys, and that has been really valuable.”

Being able to connect different touchpoints of our business in Klaviyo is major. The Shopify, Square, and Olo integrations let us follow our customers’ journeys, and that has been really valuable.