CATCH OF
THE DAY

Every day, Rockfish’s team select the best fish directly from their own fleet in Brixham, as well as from the most sustainable fisheries around the world. Freshly caught seafood is added to their online store daily, and any unsold stock is expertly frozen within 24 hours to ensure zero waste.

This commitment to quality, sustainability, and freshness is what makes Rockfish an industry leader in direct-to-consumer (DTC) seafood. However, the nature of their business presents unique challenges when it comes to ecommerce and digital marketing, requiring seamless operational integration and highly tailored customer communication.

Tribe partners with many food brands, but seafood is by far the hardest to sell online. Availability changes daily, many species are seasonal, and everything must be sourced sustainably before it even reaches the site. Rockfish’s restaurants solve this with placemat menus that staff update in real-time—bringing that same flexibility online was a different challenge.

Stock is only fresh for a limited time, requires specialist packaging, and depends on couriers with strict delivery slots. Rockfish has mastered this model, creating one of the most sophisticated DTC seafood operations in the UK. Our role was to design automation flows that worked seamlessly within this system, ensuring customers received relevant, timely updates based on their behaviour and preferences.

Rockfish needed a complete overhaul of their email strategy. With data coming from both restaurant and online customers, advanced segmentation was key. We built four tailored welcome flows based on where users signed up, tagging them in Klaviyo to ensure they received messaging aligned with their experience.

Since Rockfish’s DTC store is only open at set times, email timing was crucial. We disabled Klaviyo’s Smart Sending to control exactly when emails landed, aligning them with stock availability and customer intent.

With a large and ever-changing seafood inventory, not all products are relevant to every customer. We built dynamic product feeds in Klaviyo that segmented SKUs into categories, allowing for hyper-personalised upsell and replenishment flows. If a customer bought a specific product, they’d receive timely, relevant recommendations based on what was in season.

Static discount codes are vulnerable to browser extensions like Honey, leading to misuse. Rockfish reserves its best discounts for loyal customers, so we implemented dynamic codes that could only be redeemed by the intended recipient, protecting their VIP incentives.

Rockfish has a highly engaged customer base that values sustainability and quality. Using purchase frequency and CLV, we segmented VIP customers and built exclusive automation flows featuring special offers and a referral scheme. As brand advocates, these customers were more likely to introduce new people to Rockfish, making referrals a key part of the strategy.

Two separate automation flows were set up with strict timeframes to ensure VIP lists remained clean and up to date.