To succeed in today’s competitive landscape, you must run an effective omnichannel strategy. While your brand, budget, and market will shape the specifics, every successful omnichannel strategy relies on 3 key best practices:
- Analyze customer needs and channel gaps
- Unify your data to create a 360° view of each customer
- Personalize your message to optimize across multiple channels
Helen of Troy sees 40%+ total cost of ownership (TCO) reduction from switching to Klaviyo for email + SMS
Helen of Troy is a publicly traded company, composed of 15 major brands ranging from home and outdoor giants to leaders in the beauty and wellness space. Their home and outdoor division alone—which consists of home goods retailer OXO, hiking and luggage brand Osprey, and water bottle purveyor Hydro Flask—is on track to make nearly $1B in 2024. Here’s how the division uses Klaviyo. Read their full case study.
Analyze customer needs and channel gaps: Helen of Troy struggled to unify their channels, complicating reporting and hybrid flows. These challenges led them to transition to Klaviyo.
Unify your data to create a 360° view of each customer: “Previously, we were not leveraging a lot of first-party data…this increasingly cookieless environment is really hard to navigate,” says Jennifer. Klaviyo’s built-in Advanced KDP eliminated the need for a separate vendor, streamlining operations. Anthony S., VP of DTC ecommerce, noted that having email, SMS, and Advanced KDP in 1 platform means “less integration, less work, and less cost.”
Personalize your message based on buyer behavior: With Klaviyo, Helen of Troy crafts precise messaging. Helen of Troy builds lookalike audiences on Facebook, Google, and TikTok, excluding current subscribers to optimize acquisition targeting. Klaviyo Advanced KDP turns transaction data into actionable insights, enabling behavior-based marketing like never before.
How Nani’s Skincare drives customer engagement through personalization:
A fresh glow is at the heart of self-care, whether it’s for a first-time treat, routine pampering, or rewarding customer loyalty. Staying true to their values, Nani’s Skincare introduced a personalized website experience using data on customers’ purchase history and loyalty status. With tailored touches for new and returning visitors, Nani’s aimed to enhance customer engagement and create a welcoming experience, making every visit feel unique and personal.
Analyze customer needs and channel gaps: Nani's found that personalized emails drove engagement, but replicating this experience onsite and in ads was challenging. Their products target different personas: new customers often buy tester packs, while VIPs prefer full-size products. Without an easy way to adapt messaging, Nani’s aimed to improve omnichannel engagement.
Unify your data to create a 360° view of each customer: With the data warehouse sync, NANI could also augment Klaviyo data with historical purchase data or custom properties, so that they can segment customers more precisely.
Personalize your message based on buyer behavior: Nani’s uses the group membership API to personalize homepages by persona. New customers get discounts, repeat buyers see custom greetings, and loyalty members view their perks, while non-members are encouraged to join.
How Bola’s drove incremental revenue with a simple strategy:
A delightful dessert is the heart of every celebration—whether it’s a birthday, holiday, graduation, or simply making it through the week. Staying true to their brand, Bola’s launched a birthday initiative using their customers’ birthdays collected over time. By being top of mind for each birthday, Bola’s aimed to become the go-to spot for cakes and classroom cupcakes, especially among their loyal following of parents and young children. This not only makes each birthday a little sweeter but also introduces Bola’s treats to friends and family at every celebration.
Analyze customer needs and channel gaps: At Bola’s Baked Goods, they noticed that birthday shoppers were missing out on a sweet celebration surprise! With no system in place to send special birthday messages or tasty offers, many cake lovers came and went without that little extra nudge to buy more. Realizing this gap, Bola’s set out to find a way to make every birthday feel extra special.
Unify your data to create a 360° view of each customer: To add some birthday magic, Bola’s began collecting customer birthdays through touchpoints like online order forms and loyalty program sign-ups. Initially, inconsistent data formats caused issues, making it difficult to take action. Using data transformation, Bola’s standardized birthday information across all collection points, ensuring accuracy and reliability. With a consistent birthday field in Klaviyo, they created a unified database of key customer dates. Now, they seamlessly integrate this data across email, SMS, and the onsite experience using group membership API, turning birthdays into timely opportunities for customer engagement.
Personalize your message based on buyer behavior: Bola’s now makes every birthday special with a personalized touch! They send cheerful emails and SMS messages featuring a “buy 2, get 1 free” offer, while the homepage is targeted at a segment of customers during their birthday month, to showcase the same sweet deal, perfectly timed as customers begin planning their celebrations.
This thoughtful approach ensures every birthday feels like a celebration—and maybe an extra slice of cake! Bola’s strategy paid off, with the conversion overview dashboard showing a significant increase in conversions for their birthday segment, confirming their success.