What was the project and its key objectives for the business?
‍We set out to integrate our in-store Practice Management System (PMS) with Klaviyo to make better use of our customer data. As an independent optician group with 13 stores across London and Kent, building strong, lasting relationships with our local communities is at the heart of what we do. The goal was to create a more seamless and data-driven approach to customer communication—allowing us to send personalised, timely messages based on real-time interactions.

For an independent business like ours, this kind of integration is a real game-changer. It bridges the gap between in-store and digital, making sure our customers get relevant, helpful communications that enhance their experience with us.

Why did you choose Klaviyo?
‍Klaviyo stood out because of its powerful automation, segmentation, and analytics. It gives us the flexibility to manage complex customer journeys, while still being easy for our team to use. We can now create and optimise campaigns without needing a developer every time we want to make a change. Most importantly, it allows us to track and prove the ROI of our email marketing efforts - helping us make smarter, data-driven decisions to constantly improve our campaigns.

How did the project go? What advice would you give someone else taking on a similar project?
‍The project was a big success. We now have a system where customer data flows effortlessly between our PMS and Klaviyo, allowing us to send targeted, relevant emails that genuinely add value. On the numbers side, we can finally track ROI and use real insights to refine and improve our marketing.

My advice to anyone tackling a similar project: be clear on your objectives, bring key stakeholders in early, and work with an integration partner who understands both the technical and strategic side of things.

What were the key integration challenges/difficulties?

Optical and audiology retailing is similar and different to other retail ventures. There were special considerations around communicating with different family members (e.g. appointment reminders to be sent to a parent, not the child) which took dedicated design and customisations to how a simple integration with Klaviyo might be handled.

What were the key technical considerations to setup this integration?

On the Optix side, we had to think about data protection, correct identification and filtering of webhooks coming out of Optix and (as is always the case with a data integration project) correctly translating the business’s requirements into the logic to filter, enrich and transform the data.

On the Klaviyo side, the object structures are fairly ‘loose’ so absorbing and clarifying the Klaviyo best-practice advice on how to make use of events and properties was key. Also clarifying with the client what would define a unique Klaviyo profile.

The use of the FrogStack methodology and data schemas helped simplify and clarify both sides of this data integration.

Why did you choose Frog Stack to do the integration?
‍We went with Frog Stack because they really know their stuff when it comes to data integration and automation. From day one, Dan and Tom took the time to understand our business, and how Klaviyo could work best for us. They didn’t just provide a ‘one-size-fits-all’ solution—they tailored everything to fit our specific needs, which made a huge difference.

How did you find the experience of working with Frog Stack?
‍Honestly, it was a pleasure. Frog Stack were proactive, solution-focused, and always on hand to help. They delivered the project on time and made the whole process feel smooth and straightforward. Plus, they’re just really friendly and great to work with! Thanks to them, we now have a powerful system that helps us communicate with our customers in a smarter, more meaningful way.