Blueair, a global leader in premium air purification and part of the Unilever family, is known for combining cutting-edge filtration technology with Scandinavian design. With a footprint across dozens of markets and a fast-growing ecommerce presence, Blueair needed a marketing automation platform that could support personalisation, advanced analytics and scalable, multi-market communication.

However, their existing setup, built on Salesforce Commerce Cloud with older code foundations and SFMC for email, limited their ability to execute fast, data-driven campaigns. To unlock modern marketing capabilities, Blueair selected Klaviyo as their long-term platform, but integrating it into a legacy environment proved far more complex than expected.

The TCTG team was brought in to diagnose the problems, navigate technical blockers and deliver a seamless integration without requiring a full platform rebuild. What followed was a highly technical, multi-layered project involving legacy code, unsupported cartridges, OCAPI configuration challenges and undocumented analytics behaviour.

This case study breaks down the issues, the solutions, and how TCTG delivered a reliable marketing integration in under a week, despite the many roadblocks posed by outdated infrastructure.

ABOUT BLUEAIR

Founded in Sweden in 1996, Blueair is one of the world’s most respected brands in air purification. Now part of Unilever, Blueair designs high-performance, low-noise air purifiers trusted by millions of households worldwide.

Known for innovation, sustainability and Scandinavian design principles, Blueair pairs premium hardware with a premium brand experience, making digital performance and personalisation critical components of their broader ecommerce strategy.

THE CHALLENGE

When Blueair decided to move to Klaviyo for marketing communications and analytics, they expected a straightforward integration. Instead, several deep technical issues emerged.

1. Outdated Code Base and Version Incompatibility

• The Blueair SFCC code base was significantly older than Klaviyo’s current integration requirements

• Klaviyo’s latest cartridge could not run in the Blueair environment

Impact: A standard integration path was not possible

2. OCAPI and Business Manager URL Issues

• OCAPI configurations were critical for product import into Klaviyo

• The Business Manager (BM) URL required by Klaviyo was not aligned with Blueair’s existing architecture

Impact: Klaviyo could not pull products, stopping setup entirely.

3. Minimal Documentation for Older Cartridge Versions

• The older Plug and Play cartridge provided by Klaviyo had very limited documentation, especially around analytics events

• Testing and debugging were difficult due to unclear event logging behaviour

Impact: More time required for validation and increased risk of incorrect analytics data

4. No Official Support for Older Versions

• Klaviyo no longer supports older cartridge versions

• Any issues required manual investigation and patching

Impact: Increased complexity and slower troubleshooting.

THE SOLUTION

Despite the legacy issues, TCTG delivered a clean and reliable integration by tackling each problem systematically.

1. Coordinated with Klaviyo Support

• Requested a legacy-compatible Plug and Play cartridge.

• Avoided the need for major code refactoring.

2. Fixed OCAPI and Business Manager Configuration

• Identified the misaligned BM URL issue.

• Added a custom alias to ensure proper product import.

3. Reverse-Engineered Analytics Logging

• Investigated undocumented event behaviour.

• Discovered a URL parameter solution that successfully triggered analytics events for testing.

4. Completed Development and Testing in 6 Days

To maintain momentum, the work was delivered in three focused phases.

1. ‍Investigation and Klaviyo coordination
   Duration: 2 days
   Compatibility analysis and cartridge sourcing‍
2. Troubleshooting and legacy fixes
   Duration: 2 days
   OCAPI configuration, Business Manager aliasing and analytics fixes‍
3. Development and testing
   Duration: 2 days
   Implementation, event validation and product synchronisation

Total duration: 6 days end to end

OUTCOME

The Klaviyo integration has been fully implemented, validated and deployed in the production environment, demonstrating stable and reliable performance across all required functionalities. The Commerce Team successfully delivered a compliant solution within a legacy technical ecosystem, ensuring compatibility without requiring platform restructuring or extensive code refactoring.

As a result of this work:

• Klaviyo’s core capabilities, including product catalogue sync, analytics event logging and automation workflows, are functioning correctly and consistently

• The system now captures critical behavioural data, enabling Blueair to build sophisticated lifecycle marketing programmes

• Operational dependence on unsupported tools has been mitigated through a robust configuration that compensates for the limitations of older cartridge versions

• Blueair now benefits from a modern, scalable marketing automation layer, despite the constraints of their existing SFCC implementation

While quantitative performance metrics are not available due to client-side turnover, the integration itself is technically complete and fully functional. The project has equipped Blueair with a more agile and capable marketing infrastructure, laying the groundwork for future optimisation, analytics improvements and revenue-driving initiatives.

THE IMPACT

Blueair’s integration project illustrates a common challenge for global brands: modern marketing tools often demand modern infrastructure. With the right technical expertise, even legacy environments can be upgraded without heavy replatforming.

The Commerce Team Global’s ability to troubleshoot undocumented behaviour, adapt unsupported cartridges and resolve deep-level configuration issues ensured that Blueair could successfully adopt Klaviyo quickly and reliably.