COMPANY
Chef’s Edge is a premium Australian kitchenware and cutlery retailer, best known for sourcing artisan-crafted Japanese knives and tools. The brand has cultivated a devoted following of culinary enthusiasts and professional chefs alike. This is a community built on more than just tools, united by exclusive releases, a love of learning, and genuine craftsmanship. Their passion shows up across email and social in clicks, conversations, and loyal repeat purchases.
OPPORTUNITY
By 2024, Chef’s Edge has built a strong direct-to-consumer presence, driven by high-value products and a loyal customer base. But their automation infrastructure isn’t keeping pace with their growth.
Key gaps include:
- No clear segmentation between new and returning customers
- Untapped potential in lead capture forms
- Missed moments across the post-purchase journey
- Limited visibility across the customer lifecycle
- A reactive approach to service, with few proactive touchpoints
Customer expectations continue to rise and personalised, seamless experiences are now the norm. With Klaviyo’s CRM and Customer Hub in place, Chef’s Edge has the foundation to build a more intelligent, data-led customer journey.
By capturing profile data through forms — such as whether someone is a home cook or professional chef — we tailor flows, product recommendations, and timing to match their intent. This sets the stage for a lifecycle strategy that drives retention, reactivation, and long-term growth.
STRATEGY
Andzen partnered with Chef’s Edge to rebuild their email ecosystem from the ground up, focusing on journey-wide segmentation, behaviour-based triggers, and high-performing messaging across every stage of the lifecycle.
NURTURE FLOW OVERHAUL
A reimagined welcome experience that split first-time and returning customers into distinct journeys. Dynamic product blocks were powered by browse and purchase behaviour, while data capture fields enabled deeper personalisation from day one.
Flow Process:
Customer type sets the path → Messaging matches profile → Product blocks adapt to behaviour → Timed sends drive trust and conversion
ABANDONMENT FLOW REBUILD
Dedicated flows for browse, cart, and checkout abandonment were designed to respond to real-time intent, with messaging tailored by engagement level and customer profile — including whether someone was a home cook or a professional chef.
Flow Process:
Triggered by behaviour → Segmented by engagement and profile → Personalised product highlights → Timed reminders with clear recovery CTA
POST-PURCHASE UPGRADE
Post-purchase journeys were tailored by product category to guide customers through care, use, and reordering cycles. Each flow included educational tips, trust-building content, and timely cross-sell recommendations to support long-term value.
Flow Process:
Purchase triggers category path → First email confirms order with care tips → Follow-ups provide guidance, reviews, and cross-sells
FORM OPTIMISATION
Mobile-first forms were rebuilt with improved UX and logic-based exclusions to reduce friction. Underperforming assets. We revived and reconnected to welcome journeys, improving both capture and conversion rates.
Flow Process:
Forms trigger the welcome journey → Logic refines targeting → Leads follow tailored paths → Journeys deliver personalised content
RESULTS
| METRIC | RESULTS |
|---|---|
| Total Flow Revenue | +33.5% YoY |
| Nurture Series Revenue | +828% YoY |
| Email Subscriber Growth | +2.5% MoM |
| SMS Subscriber Growth | +16.5% MoM |
| Browse Abandonment Growth | 21% Above Benchmark |
| Post-Purchase Growth | ~38% Above Benchmark |
Chef’s Edge achieved powerful lifecycle results within just 60 days of launching their new automation program with Andzen.
Through a mix of thoughtful segmentation, dynamic content, and journey-specific messaging, they unlocked untapped flow revenue and elevated the customer experience without overwhelming their list. But this is only the beginning. With further personalisation and zero-party data collection now underway, Chef’s Edge continues to grow with Andzen as a long-term strategic partner.
LET’S REBUILD YOUR FULL-FUNNEL LIFECYCLE
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