Brand relaunched.Zero retention engine. We hit 26.49× ROAS.
BuyBuyBaby came back to market with no flows, no SMS, no paid acquisition. The brand equity was there. The revenue wasn't. We built the retention and acquisition engine from scratch, and delivered >999% YoY revenue growth in the first year.
What changed for BuyBuyBaby
Brand relaunched. Zero retention infrastructure.
BuyBuyBaby came back to market after a brand relaunch with no email flows, no SMS program, no paid acquisition engine. The customer list existed. The revenue infrastructure didn’t.
The brand equity was real: a recognized name in baby and maternity e-commerce with a dormant customer base waiting to be reactivated. But every revenue lever that converts visitors and reactivates buyers had to be built from zero.
The product worked. The brand worked. The engine that monetized both had to be built in 12 months.
No Klaviyo Flows Live
Welcome Series, Abandoned Cart, Browse Abandonment, Post-Purchase: none of it existed. Every site visit and lost cart was money walking away.
No Paid Acquisition Engine
Zero PMax campaigns. No Meta Advantage+ catalog. No product feed optimization. The store was invisible to high-intent shoppers across Google and Meta.
Dormant Customer List
An existing customer base with no segmentation, no re-engagement program, and no SMS capture. Brand equity sitting on the sidelines.
BFCM Pressure on Day One
Less than 12 months to build, ramp, and stabilize the engine before peak season. No margin for slow iteration.
Three channels. One revenue machine.
Built the retention engine first, flows that compound on autopilot, then layered PMax and Meta Advantage+ on top to drive new-customer acquisition that fed straight back into the flows.
Klaviyo Retention Engine
Full flow architecture from zero: Welcome Series, Abandoned Cart, Browse Abandonment, Post-Purchase, Shipping Confirmation, plus SMS for high-intent moments. Email accounted for 94.4% of attributed revenue, SMS for 5.6%.
Google PMax Shopping
Product feed optimization, audience signal layering, and smart bidding across search, display, YouTube, and Shopping. The primary new-customer acquisition driver, scaled aggressively into BFCM.
Meta Advantage+ Shopping
Catalog-based dynamic creative, warm-audience retargeting, and lookalike suppression. Meta’s algorithm finding and converting the highest-value buyers with minimal creative overhead.
12 months. 26.49× peak. >999% YoY.
Peak Monthly ROAS
No paid channel → 26.49× peak · November BFCM
YoY Revenue Growth
Pre-relaunch baseline → >10× year-over-year
Email Channel Mix
No flows · no SMS → Email + SMS engine live
Flows vs Campaigns Split
Timeline
Jan-Feb: Retention Foundation
Stood up Klaviyo flows from zero: Welcome Series, Abandoned Cart, Browse Abandonment, Post-Purchase, Shipping Confirmation. SMS layer integrated for high-intent moments.
Mar-May: PMax Launch
Built the Google product feed, structured PMax asset groups, layered audience signals. New-customer acquisition started flowing into the retention engine.
Jun-Aug: Meta Advantage+ Scale
Added Meta Advantage+ Shopping with catalog dynamic ads and warm-audience retargeting. The full three-channel stack now compounding.
Sep-Oct: BFCM Preparation
Scaled budgets, tuned bidding, primed the catalog for peak season. ROAS held above 15× even on increased spend.
Nov-Dec: BFCM Peak
November hit 26.49× peak ROAS during Black Friday / Cyber Monday, the engine's biggest moment. December held at 21.3× through the holiday tail.
Results like this, in other accounts.
Let’s build your engine.
Free strategy call. We'll audit your flows, your feed, and your funnel, and tell you exactly where the revenue is leaking.
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