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 + 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 fully unified customer view that would enable smarter segmentation, personalised automation and truly effective multi-channel engagement.
Laying the Foundation for Data-Driven Marketing
The first step was to build a unified data framework which 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.
Implementing a Modern Marketing Automation System
With a unified data strategy in place, the next move was to implement a retail focused 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 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 integration allows Palmers to deliver personalised messages across email, SMS, mobile push and advertising channels - fully tailored to each customer’s full purchase history and preferences.
By combining eCommerce and Retail POS data into a single marketing platform, Palmers can now track the impact of both email and 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.
Building Smarter Segmentation + 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 track the impact of both email and 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 the email channel and facilitate more timely critical messaging, we then launched an SMS programme delivering highly targeted messages directly to customers’ mobile phones.
This provides added flexibility and enables Palmers to tailor their communication approach based on each customers’ unique needs and channel preferences.
Through integration with Palmers’ mobile app, we are also able to design and deploy targeted mobile push messages.
The Results
With integrated systems, smarter segmentation, and multi-channel automation in place, Palmers now has the tools to build deeper customer relationships and maximise ROI across both digital and physical touchpoints, delivering:
Higher Engagement Rates – Personalised messaging and better segmentation have increased open and click rates.
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.
“It’s been great working with Calibrate. They really took the time to understand our business, and their support helped us connect the dots across our systems. Bringing our data together and simplifying our marketing has made a real difference in how we work and how we connect with our customers in a more meaningful way.”
