Simba Sleep switches to Klaviyo and drives 57% increase in repeat purchases

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Simba Sleep are best known for their hybrid mattresses, which give people more access than ever to their ideal bed companion. The sleep brand makes everything else you need for a good night’s rest, too: bed frames, pillows, and bedding.

Their products may be complex in design, but the outcome is simple: a good night’s sleep. Unfortunately, overcomplexity in Simba Sleep’s marketing tech stack was creating different, unwelcome outcomes—and they decided it was time for a change.

Learn how Simba Sleep uses Klaviyo email and SMS to win and retain sleepy customers

Challenge

Simba Sleep faced multiple challenges with their previous CRM set-up, which combined two platforms—Simon Data and SendGrid. This fragmented approach led to complexity, inefficiencies, and unreliable data.

“We had no flexibility in our templates. If we wanted to change anything, we had to use an HTML builder,” explains Alex Cale, CRM Manager at Simba Sleep. “We work very closely with our data team, and they hated how much time they had to spend making changes.” 

Because Simba Sleep were forced to send emails through one platform and run analytics in the other, it was impossible to accurately attribute performance. Troubleshooting required significant time and resources, as there were no alerts for detecting broken processes.

“The data flow and API integrations were unreliable,” Cale adds. “It was impossible to build efficient and adaptable data-driven strategies.”

Solution

Simba Sleep transitioned to a single platform, Klaviyo, for data control, ease of use and effectiveness. Thanks to Klaviyo’s compatibility with Shopify, the whole migration took just 8 weeks. 

“The Klaviyo implementation was seamless,” says Cale. 

Klaviyo’s pre-built integrations with tools like Typeform allowed the team to gather valuable customer insights through surveys, while Mention Me became a reliable source of referrals.

“Having all of this data flow into Klaviyo made it easy to improve segmentation and personalisation,” says Cale. 

Having all of this data flow into Klaviyo made it easy to improve segmentation and personalisation.

At the same time, Klaviyo Marketing Analytics gave the data team greater visibility into CRM performance.

With newfound confidence in their marketing analytics, Simba Sleep began running SMS campaigns for the first time. Targeted offers for segments like service workers (e.g. NHS staff and teachers) performed exceptionally well, contributing to a 29% placed order rate for the channel.

Strategy

With a user-friendly platform that unified their data, Simba Sleep focused on simplifying processes, improving creative quality, and leveraging data-driven insights.

The team boosted campaign quality with visually engaging templates, improving both aesthetics and performance. These templates rendered more effectively and saw a 57.6% increase in returning customers in the final quarter of 2024 vs. Q3.

CRM data from Klaviyo enabled the data team to analyse performance and refine strategies further. These efforts contributed to consistent year-on-year growth in engagement and revenue.

“Klaviyo is like a new toy for our data team,” says Cale. “For example, with consecutive purchase insights, we can see customers’ buying behaviours and know what product offers to prioritise when building post-purchase flows.”

Simba Sleep’s segmentation became far more advanced, too. Cale’s team developed segments based on customer engagement, purchase behaviour, and spend value, with exclusions to prevent oversaturation. This approach allowed for precise targeting, ensuring customers received highly relevant communications.

“Our retention numbers have improved year-on-year since we’ve switched to Klaviyo, and the product analysis from Klaviyo’s Marketing Analytics have been really valuable,” adds Cale.