How Drowsy Uses Littledata to Scale Klaviyo Personalisation Across International Markets
Introduction
Drowsy is an award-winning beauty sleep brand with a fast-growing customer base spanning the UK, US, and Europe. As Drowsy scaled internationally, the team needed a customer experience - on the storefront and in Klaviyo, that felt local in every market.
The Challenge
As Drowsy added more Shopify Markets, they needed Klaviyo lifecycle campaigns to match the localised experience their storefront delivered. But Klaviyo’s Shopify app didn’t pass market context to Klaviyo, limiting segmentation and personalisation. Building a custom integration would require ongoing engineering for every new market added.
The data foundation needed to be in place first. Working with their eCommerce partner Squashed Pixel, Drowsy consolidated their store and Klaviyo data onto Shopify Markets.
The Solution
Squashed Pixel had already given Drowsy and Littledata a clean foundation to build on: Klaviyo consolidated into a single account aligned to Shopify Markets, each region defined as a market, and GA4 and Shopify tracking corrected across UK, EU and US so purchase data was comparable.
Littledata then took the complexity out of international personalization by giving Drowsy’s team reliable, market-level data in Klaviyo, automatically, with no custom code required.
Every event sent to Klaviyo now includes:
- market_handle: Human-readable market label (e.g. gb, eu)
- market_id: Shopify Market ID (remains constant if handle is renamed)
Why this matters:
- Segmentation remains robust and future-proof as markets evolve.
- No manual tagging, custom code, or data warehouse needed
- Marketers can build, launch, and scale market-specific journeys in minutes
How it works
- Market-aware events: Every product view, checkout, and cart event is tagged with market context before reaching Klaviyo.
- Dynamic segmentation: Drowsy’s team segments by market_handle, mirroring the Shopify Markets structure for accurate targeting.
- Market-specific journeys: With market_handle as a trigger, Drowsy launches and optimizes flows, such as cart and checkout recovery, with the right language, currency, and offer for each region.
- No engineering required: Empowering marketers to independently build, iterate, and extend market-specific experiences as the business grows.
Littledata allows Drowsy to rapidly scale personalized customer journeys across new markets, supporting their international growth ambitions without technical bottlenecks.
Comparison
| Without Littledata | With Littledata | |
|---|---|---|
| Market data in Klaviyo | Not available | Available on every event |
| Segmentation | Limited by available market data | Automated, robust, repeatable |
| Recovered Revenue | Missed opportunities | Immediate incremental lift |
| Engineering | Custom scripts and sync needed | No code configuration |
Results
- Within the first 30 days, introducing market-level data into Drowsy’s Klaviyo flows immediately surfaced incremental recovered revenue that the previous generic setup had missed.
- Drowsy’s team now has a Klaviyo setup that understands market context by default, enabling them to develop more precise, relevant customer experiences as they expand into new regions.
“International is an important part of our growth, so having the right data behind the customer experience is critical. Littledata made it really simple to bring market data into Klaviyo and build properly localised journeys, without adding a load of manual work or complexity. It’s a simple change, but gives us a much better setup as we continue to scale.”
Samuel Baron, CEO, Drowsy
"Getting Drowsy's Klaviyo data and Shopify Markets model consistent meant there was one clean definition of a market to work from. Littledata then made that definition available everywhere it mattered."
Tom Gatenby, CTO, Squashed Pixel
Ready to see what market-level data can do for your international Klaviyo strategy?