Klum House Overview
Ellie Lum, the pattern designer and founder of Klum House, wanted to disrupt the sewing industry and what people typically thought about sewing as a hobby. She has a vision to maintain a commitment to sustainable, handcrafted goods using leftover materials to sew beautiful bags.
Over ten years, Klum House has evolved from a DIY sewing educational studio out of her home in Portland, Oregon, to a full-fledged online business on Shopify with on-demand courses, live-cohort waitlisted courses, sewing kits, and a thriving community of enthusiastic students eager to share their successfully sewn bags with others.
Klum House's Challenges
Klum House wanted to transform its offerings to meet the needs of its community. Therefore, they were looking for a single login SaaS solution that supported online courses, community building, and selling sewing kits that integrated with a single eCom checkout. The importance of having everything on a single checkout was vital for offering discounts that would automatically apply to inventory being tracked in real-time.
Additionally, having a cost-effective, strong community-building element was a high priority since each waitlist course must have its own community.
Before finding Tevello, the platform Ellie was using wasn't fully integrated with the Shopify platform, creating two separate logins, which forced her to manually apply discount codes that didn't sync with the inventory and courses and spent a lot of time on customer service inquiries. Hosting communities was also cost-prohibitive since the previous solution charged per community.
The Solution
For almost two years, Tevello has been a game-changer for Klum House by providing a robust and fully integrated course and community solution to sell courses, products, and build communities where she can upsell, cross-sell, and communicate with members about their progress with her product line.
With the ability to integrate seamlessly into Shopify, the brand can trigger timely customer post-purchase interactions, such as reminding them to finish a course or inquire if they have started their sewing project with the kit they purchased. This ensures that the feedback is immediate and relevant, offering targeted communications into the customer experience to support retention and higher LTVs.
"You can really increase your lifetime customer value with Tevello. It's another way to keep customers engaged. Once you get a customer, it's so much easier to sell to an existing customer."
Klum House sells kits for sewing bags which is often how customers start purchasing on her ecommerce store. Students need support learning how to sew the bags, so free resources are available to get new members into the courses funnel with free mindset courses. Ellie then checks in using automation through Shopify Flow to ask if they have all the necessary tools to succeed.
Students are entered into a bag-making challenge and sent a series of emails with lessons and modules, continuing them down the path of learning through courses on Tevello. If they finish a course, they are sent a new email journey to keep them engaged with purchasing education.
"Tevello is solving a complex problem but simply."
Ellie Lum
Designer and Founder at Klum House
If someone needs to make progress in a course - she can nudge them to finish the course through progress monitoring through Tevello.
Results With Tevello
By embracing a customer-focused mindset and leveraging the community aspect to engage members with each other, Klum House has achieved exceptional results in customer satisfaction, loyalty, and repeat purchases, resulting in 59% of her members returning for additional purchases throughout the bag-sewing courses ranging from beginner to advanced. She can add the Buy Button from Shopify directly on courses offered in Tevello, making the entire UX experience seamless while achieving optimal sales results. The average order value for returning Klum House customers is around $90 higher than their initial purchases.
The educational content posted on their YouTube channel and Instagram Reels has attracted a rapidly growing audience of over 30K subscribers. This impressive following continues to expand as the brand consistently engages its customers with valuable content that excites them to learn how to sew bags and engage with others like them through the close-knit communities fostered across socials and on Tevello. Students share their bags within the communities in Tevello, which encourages other students to gain confidence and make similar bags to share with the community.
An easy-to-use solution in Tevello
Tevello is an all-in-one platform for selling courses, offering digital products, and building community. It plays nicely with systems like Klaviyo to cross-sell products to the users who purchase courses and products from Shopify stores.
Try it for free for 14 days directly installed from the Shopify App Store.