Point-of-sale data was integrated with Klaviyo. Online and in-store purchases were separated in reporting. Attribution windows were adjusted for the longer consideration cycle of retail buyers.

Result: Email's true impact became measurable. Over-attribution dropped from 70% to 32%, still significant, but accurate.

Automations Segmented by proximity to retail locations. Subscribers near Houston, Dallas, or Atlanta received content about in-store consultations and visiting locations. Subscribers outside those markets received online purchase education—texture guides, install tutorials, customer testimonials.

Post-Purchase Thank You Series Maintenance education, styling tutorials, product care. Extended product lifespan and built trust for repeat purchases. In-store buyers received reinforcement on why shopping in person mattered.

Three separate flows:

• Browse abandonment: education on extension types, lengths, textures
• Cart abandonment: consultation booking offers for subscribers near retail locations
• Checkout abandonment: conversion-focused, removed friction

Performance:

• Automations converted at 3x previous rates due to geographic segmentation
• Checkout abandonment converted at 15% due to education

Segmentation by ZIP code and purchase history. Houston subscribers received Houston-specific content (example: Beyoncé concert tour dates). Dallas subscribers received Dallas location updates.

Lookalike segments identified online buyers who matched in-store shopper profiles and invited them to visit locations.

Result: 39% increase in in-store sales. Measurable foot traffic lift from ZIP-code-based segments (40%+ higher store visit rates).

Hair extensions and wigs require education before purchase. Campaigns focused on texture comparisons, install methods, celebrity inspiration tied to local events, and customer transformations.

Goal: build confidence to purchase, whether online or in-store.

• 40% increase in total revenue across online and retail channels
• 39% increase in in-store sales from geo-targeted campaigns and location-aware automation
• Email attributed to 32% of revenue (accurate attribution vs. previous 70% over-attribution)

• Welcome series segmented by location converted at 2-3x previous rate
• Geo-targeted campaigns drove 40%+ higher store visit rates from ZIP-code segments
• Post-purchase flows reduced repeat purchase cycle time through education

• Pre-purchase flows (welcome, browse, site abandonment) generated 15-18% of total email revenue
• Cart abandonment recovered 8-10% of abandoned cart
• Checkout abandonment converted at 12-15%

• Email drove in-store traffic, not just online revenue
• Attribution model reflected actual customer behavior across channels
• Paid advertising scaled more efficiently with email handling education and nurture

If your email program doesn't account for retail locations, your attribution is wrong and your automations aren't working. Partner certifications don't fix broken omnichannel tracking.