How we helped Palmers to better leverage the potential value of their point-of-sale + loyalty data to create more personalised, data-driven marketing campaigns and deliver a true omni-channel customer experience.
Palmers is a proudly Kiwi-owned garden centre brand with a rich history dating back to 1912. Known for passionate service, quality products and a love for helping New Zealanders grow beautiful spaces, Palmers continues to evolve with the changing needs of its customers.
Looking to elevate their marketing strategy, Palmers engaged Calibrate to unlock the full potential of their POS, eCommerce and loyalty data. The goal was to create a unified customer view that would enable smarter segmentation, personalised automation and truly effective multi-channel engagement.
The first step was to build a unified data framework which allowed for integrated POS and loyalty data, enabling more refined segmentation and campaign automation.
We worked closely with Palmers to map out key data points and design a robust integration strategy which ensured a seamless data flow between systems. This involved developing a custom integration between Palmers' loyalty provider and our chosen marketing automation system.
Implementing a Modern Marketing Automation System
With a unified data strategy in place, our next challenge was to implement a retail first marketing automation platform which would allow multiple data sources to be ingested in real time and facilitate intelligent personalisation across channels.
We selected Klaviyo as the best technology fit to achieve our goals and managed a full migration from Palmers’ incumbent system.
Klaviyo now serves as a comprehensive B2C CRM, unifying both eCommerce and retail store data in one place. Our backend integrations allow Palmers to easily deliver personalised messages across email, SMS, mobile app and advertising channels, tailored to each customer’s full purchase history and preferences.
Building Smarter Segmentation and Automation
With unified data in place, we helped Palmers refine their audience segmentation and build intelligent automation flows.
Customers are now grouped based on behaviours such as purchase frequency, category preference and loyalty status, allowing for targeted campaigns that drive stronger engagement and long-term value.
With all transactional data centralised into a single platform, Palmers can now track the impact of both email & SMS activity on in-store sales. This level of multichannel attribution has been a game changer, providing clear insight into how marketing drives foot traffic and revenue across channels.
Rolling Out Targeted SMS Marketing
To complement email and facilitate more timely critical messaging, we then launched an SMS programme via Klaviyo, delivering highly targeted messages directly to customers’ mobile phones via automation flows and campaigns.
This provides added flexibility and enables Palmers to tailor their communication approach based on each customers’ unique needs and channel preferences.
The Results
The integration of POS and loyalty data combined with a more sophisticated and intuitive marketing platform has transformed Palmers’ marketing approach, delivering:
Higher Engagement Rates – Personalised messaging and better segmentation have increased open and click-through
Stronger Customer Loyalty – Targeted campaigns reinforced loyalty program participation and repeat purchases.
Revenue Growth – Data-driven marketing led to higher conversions and increased customer lifetime value.
With a fully integrated and optimised marketing strategy, Palmers is now equipped to deliver more relevant, personalised experiences that drive customer engagement and long-term business growth.
