Grown Alchemist
Case Study: Filling the gaps with AI-powered data workflows
Grown Alchemist enlisted us to run a full-scale performance audit, identify untapped opportunities, and lay the foundations for long-term retention growth.
Our Approach
We carried out a deep dive: reviewing automated flows, testing pop-up triggers, validating every API connection, and analysing email design, segmentation, and setup.
We identified a critical missing piece: contacts with city and region data, but no country property. To resolve this, we:
Built an AI-powered workflow that detects profiles missing country data, processes the available location inputs, and accurately assigns the correct country.
Triggered API calls to backfill country data directly into Klaviyo.
Beyond data hygiene, we applied a fix to the Sesami API. This allowed Klaviyo to recognise events properly, which in turn unlocked rich, time-sensitive flows for every appointment.
Finally, we worked hands-on with the Grown Alchemist CRM team, delivering a workshop on advanced Klaviyo features to build long-term capability.
The Brief
When we partnered with Grown Alchemist, a prestigious Australian skincare house, we saw an immediate opportunity to accelerate growth.
Their global customer base demanded precise segmentation, but thousands of contacts were missing key profile data. This made it difficult to deliver region-specific campaigns and flows. At the same time, their wider retention marketing setup showed gaps: legacy automations, weak API connections, and a booking experience that wasn’t fully optimised.
The Outcome
The impact was immediate. Automated revenue surged 7.5% YoY, reversing a flat trend. SMS revenue jumped from 0% to 28% of total flow revenue. Booking-related automations drove a 414% MoM revenue spike. A reengineered abandoned-cart flow delivered a 57% YoY uplift. Most importantly, Grown Alchemist now has the technical infrastructure to scale retention globally.
28%
SMS revenue total flow contribution
414%
booking-related automations MoM revenue spike
57%
YoY increase in abandoned cart flow revenue
What Grown Alchemist say about us
"We got Melusine Studio on board with a clear objective and in a matter of months, they helped us achieve it. Our CRM channel has significantly improved most of its metrics during this time. We also partnered with them on a creative and
strategic point of view and they showed up as experts in the field.
It's a pleasure to work with their team, I see them as partners
and would thoroughly recommend working with them."
Maddy Booker-Price, Global Digital Director