Tribe partner with many food businesses whos products are perishable but seafood is logistically the most challenging. You cannot forecast what will be caught, many fish are seasonal, what is caught needs to be done sustainability - and this is before stock has even been listed on the website. Anyone who has eaten in a Rockfish restaurant will be familiar with the placemat menus that the staff draw on to indicate whats available that day.

Taking this experience online posed its own unique set of challenges, stock is only fresh for a set length of time, it needs specialist packaging and couriers to transport it. These are challenges the team have Rockfish have mastered and in doing so, have created possibly the most impressive DTC business model we seen. The following case study outlines how we created automation flows that work within this streamline operation.

Rockfish approached us to revamp their entire email marketing strategy. As a restaurant that collates data from their customers and offer a d2c service, it was vital we used advance segmentation to create a bespoke experience suited to each specific end user. This resulted in 4 different welcome flows to accommodate for each potential signup entrance. Each user was tagged in Klaviyo based off their entrance which in-turn, determined the messaging they received.

Smart Sending allows you to limit the number of emails someone can receive from you in a given period of time. In this particular project, we turned off smart sending which gave us the freedom to configure wait times based on the specific flow. As Rockfishs D2C offering is only available at certain times of the day, we needed full control of when users received emails. This included choosing the unique day that they would be stock on the website.

As Rockfish have a large inventory of SKUs, not every product is relevant to their end user, nor are particular types of seaford always available (for example, squid is out of season in April - Msy). To ensure users felt they were receiving a personalised experience, we created dynamic product feeds in Klaviyo which segmented SKUs into categories. This allowed us to target users who have bough a particular SKU and upsell a relevant product. This was pivotal in our replenishment reminder flow.

Using a static discount code potentially leaves you venerable to browser extensions (e.g. Honey) and with this people exploiting your codes.

Brands often provide their best 'activation' discounts for new customers, its good for growing your usr base but neglects your best customers. Rockfish retain their best discounts for these loyal customers and using dynamic discount codes ensures they are redeemed by the rightful recipients.