21x Revenue Growth with Retentics: The Smarter Email Strategy Behind Konny’s Success
Discover how Konny used Retentics to set the post-purchase flows that matched the developmental stages of each child!
May 07, 2025
Challenge
Konny wanted to develop a customized marketing flow that would provide the right information based on the developmental stage of each child. With a wide range of products, the company realized that developing an email flow that would recommend the right products based on a customer's child's stage of development would require a data-savvy email marketing expert. However, they faced internal resource constraints.
Solution
Since the actual users of Konny are their customers’ children, the marketing flows needed to be even more sophisticated, accurately predicting purchase history and buying cycles. By segmenting customers and aligning recommendations with their purchase journey, Konny has been able to deliver personalized recommendations based on each child’s growth stage—even accommodating families with multiple children.
Key Results
By using Retentics, Konny was able to automatically match the right customers to the right flows and personalize the timing of purchases, optimizing their post-purchase flows. As a result of personalizing the customer’s post-purchase experience, the total revenue generated by these flows increased by 21x.
"If you’re doing email marketing and thinking about building flows, I highly recommend Retentics. It’s a great service that makes smart, data-driven decisions for you."
- Ara, Regional Manager
Konny is a brand that helps first-time parents enjoy the wonderful journey of parenthood without losing their identity. Instead of simply accepting the inconveniences they experienced while raising their children, the founders used them as an opportunity to develop innovative baby products that have earned the love and trust of parents around the world. Konny has quickly gained popularity since its launch in 2017. It now offers a range of products, including baby carriers, and is available in international markets such as Japan, the US, and Taiwan.
Recognizing that data analysis is essential for personalized marketing strategies, Konny was actively looking for tools to support data-driven decision-making. Rather than simply offering discount codes to new customers, Konny wanted to create a marketing flow around their products that would deliver timely and valuable information based on each child's developmental stage. However, with limited internal resources, they decided to explore and adopt a data-driven automation solution that would allow them to execute various marketing scenarios more efficiently.
The need for a marketing strategy tailored to the nature of Konny products
Konny provides a vast array of products for babies from the moment they are born to the time they grow up.
To effectively deliver personalized emails with these products, a deep understanding of what customers buy, along with an accurate prediction of the buying cycle, is essential.
For instance, it was crucial to be aware of which products are appropriate for infants at particular ages, how often these products are bought, and what products customers tend to purchase after their initial purchase.
Even with access to such detailed data, building flows in Klaviyo to cover every possible scenario would have required:
- Creating hundreds of individual flows tailored to different cases, or
- Designing highly complex combinations of conditions to account for every variation in customer behavior.
Retentics provided the solution in the following ways.
“The biggest advantage of working with Retentics was the support we received in operating our flows. I believe it led to better results than if we had tried to build and manage everything internally.”
— Ara, Regional Manager
Retentics’ Solution: A Logic That Accounts for Purchase Sequences
Rather than simply recommending popular or related products, Retentics addressed the issue by implementing a recommendation logic that took into account the actual purchase sequences of customers.
Retentics first segmented the customer base with precision in order to build a recommendation system optimized for Konny’s baby items.
During this process, the widely used Recency, Frequency, and Monetary (RFM) model was combined with Retentics' proprietary algorithms to create a sophisticated and comprehensive customer classification based on purchasing behavior and characteristics. The AI model was then trained on these segmented groups.
Thanks to these segments and the AI model, the company was able to build email flows that accurately reflected recommendations based on the age of their children.
In addition, when a customer returns for a second or third child, the company is able to accurately recommend subsequent products that match their child's developmental stage.
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