Inspired by members of the Red Yao tribe in the Longsheng region of China and their traditions, Viori has built a sustainable brand that benefits the tribe’s members and brings their ancient hair care rituals based on rice water and rice to North America and Western Europe.

Since launching in January of 2020, Viori has been selling all natural, rice-based shampoo bars online to women who care about natural ingredients, want to live more sustainably, and love the feel of of Viori products when compared to the mass produced shampoos and conditioners you might find in a grocery store or pharmacy. Which is why they developed an extremely loyal fan base and over 42,000 5-star reviews. In January 2022, Viori switched to Klaviyo from ActiveCampaign and Attentive.

Getting personalized with Klaviyo and Electriq

1. Challenge

Selling an experiential product online has its challenges. While telling stories on Youtube and Tiktok advertising helped grow Viori’s initial purchases, it wasn’t enough. To drive retention, re-orders, and subscriptions Viori needed a marketing tech stack that allowed them to send timely, coordinated, and personalized messages based on the preferences of each customer they serve.

We used ActiveCampaign to start, but we needed to mature our flows to grow the business. And even though ActiveCampaign has SMS, we had to do it on a different platform because their SMS was not manageable. That meant we had SMS on Attentive and email on ActiveCampaign so Klaviyo was an opportunity to consolidate everything with segmentations CRM and messaging in one place. It made all the sense in the world.

Chase Sagum, CMO at Viori

2. Solution

Working with Klaviyo Master Elite Partner, Electriq, Viori was able to move everything over to Klaviyo and take advantage of the data they had on hand, as well as collecting more. More importantly, Electriq made the transition seamless – building out the flows they needed as a backbone for the strategy and teaching them how to easily run SMS and email campaigns.

What drives the thought behind the core structure of Viori SMS is keeping a conversational skeleton. We want the customers to ask us questions and try new things! The strategy behind Email + SMS when woven together is unique timing and messaging that targets the customer at the right moment in their customer journey. A new customer doesn’t need the messaging that a repeat purchaser gets and vice-versa.

Stephanie Contreras, Viori’s Email and SMS Specialist at Electriq

3. Strategy

Viori’s strategy now includes big revenue drivers like limited product drops that sell out almost immediately, holiday promotions like their Mother’s day campaign that drove over $12,000 in initial purchases via three texts, and an automated way to inspire re-purchases every month among those customers who don’t want to be automatically billed, but want to buy regularly. 

Our average order value is around $30. And when we’re doing our 20% off Mother’s Day campaign and generating $12,000 in revenue, that is a lot of orders, and it’s moving a lot of transactions from SMS. The execution of a campaign is so unbelievably easy because all the segmentation is already played out. I can just use some simple language based off of our established Mother’s Day marketing campaign, hit send, and off we go. The SMS side is literally the easiest part of all of it.

Chase Sagum, CMO at Viori

Next up for Viori is taking greater advantage of Klaviyo’s data capabilities to send even more personalized messages that drive upsell and cross-sell for the brand.

We’re doing great, but we haven’t mastered upsell yet. And we’re really working hard at that using Klaviyo. For example, we have a really cool quiz tool on our site that captures the hair type and we want to weave it into our Klaviyo account and integrate it as custom properties. I’m really excited to do that, because that’s going to feed this incredibly complicated set of automations that are not hard to set up because of the way Klaviyo is built.

Chase Sagum, CMO at Viori

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‘Slow fashion’ used to be considered a niche concept, but it’s growing in popularity as more consumers become interested in sustainability. Unfortunately, small independent artisans often lack the digital know-how to market their products effectively, and that’s where Ad Hoc Atelier comes in.

The Italian marketplace provides a shop window for local makers of clothing, jewellery and accessories. It was founded in 2020 by four friends who were stuck living together during the lockdown and decided to use the time to turn their shared passion for Italian design into a business. The brand has been working with Klaviyo since 2021.

Learn how the artisan store uses storytelling to achieve 45% YOY growth

1. Challenge

People don’t buy made-to-order garments every day so Ad Hoc Atelier’s main priority is to keep its subscribers engaged. That way, once they’re ready to make a purchase, the store is top of mind. 

Storytelling is very important to the brand, and its email newsletter features articles about fashion and sustainability, and profiles of the makers and their beautiful wares. The business wants to be able to tailor the frequency and content of the newsletter to keep subscribers interested. The goal is to deliver a more personal experience that aligns with the brand’s USP – it’s the opposite of a one-size-fits-all approach, on all fronts.

Our platform allows shoppers to customise products and create something unique. The customer experience should reflect that, and reinforce the fact that they are buying directly from an artisan, not from a big store.

Lorenzo Colucci, Co-founder, Ad Hoc Atelier

2. Solution

Ad Hoc Atelier switched from SendinBlue to Klaviyo in 2021 in order to benefit from Klaviyo’s dynamic content and custom segmentation functionality, neither of which SendinBlue could support. 

Klaviyo’s customer data platform integrates seamlessly with Shopify, allowing Ad Hoc Atelier to collect Customer First Data that can be used to segment the audience according to their level of engagement. It can also use subscribers’ viewed products, past purchases, and gender to make every email highly personalised and relevant.

3. Strategy

By using Klaviyo, the brand has been able to reduce its spend on paid advertising and focus on owned marketing, using channels it controls completely.

The store varies the number of newsletters people receive, based on their previous interactions, and every email includes a dynamic block of suggested products that’s unique to each recipient. The store has learnt that people are creatures of habit who tend to buy similar items more than once, so it includes suggestions for popular items from the same category. 

Handmade goods and custom orders can have a long lead time, so to manage customers’ expectations, a post-purchase flow sends an email 2, 7, 12, and 18 days after each sale, with an update on its status. Once an order has been fulfilled, that triggers another flow that’s spread over a couple of months. The aim is to continue the conversation with shoppers to build brand loyalty, and it’s already seeing a high percentage of repeat purchases.

Klaviyo’s flows allow us to do something really important that would be impossible to manage manually. They help us build a relationship with customers, automating a constant dialogue with our clients.

Matteo Todisco, Communications Manager, Ad Hoc Atelier

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Alessi is famous for its playful and innovative design of kitchen appliances and homewares – making the ordinary extraordinary. The brand’s collaborations with eminent designers such as Michael Graves and Philippe Starck have created iconic products that look right at home in the Design Museum, where they’re displayed. Alessi adopted Klaviyo in 2020 when it migrated its ecommerce site to Shopify Plus.

Learn how Alessi’s persona-focused Black Friday sale drove 40% of revenue

1. Challenge

Like many brands, in 2021, Alessi faced challenges of supply chain issues, high rates of inflation, and increased advertising costs due to new data privacy changes. Still, the business had high expectations for its Black Friday campaign and set an ambitious target: a 50% increase on the previous year. In 2020 shops were closed and all sales were made online, so trying to exceed this unusual spike in sales would require a new approach.

2. Solution

Alessi took the bold decision to reduce its paid media spend and instead focus on increasing revenue from its own marketing channels. Fortunately, with Klaviyo as a partner, Alessi had all the capabilities it needed to scale customer acquisition: sign-up forms across its websites, and automated email flows to push subscribers through the sales funnel.

And Klaviyo’s customer data platform has allowed the brand to do even more. This gives Alessi a comprehensive, real-time, single view of customer interactions with the brand: their profiles, transactions, browsing history, and more. Mining this rich seam of data has helped Alessi to identify six customer personas, such as the Window Shopper, Impulsive Buyer and Aspirational Gifter. The invaluable audience insight feeds into Alessi’s whole marketing strategy.

With Klaviyo, we have so much customer data at our fingertips. Our user personas have helped us develop a deep understanding of buyer behaviour, motivations, and purchase intent.

Pablo Daniel, Chief Digital Officer, Alessi

3. Strategy

In the run-up to Black Friday, Alessi ran a subscriber acquisition campaign on its social channels with five prize draws for a €1,000 gift card. The giveaways ran for three weeks and drove incredible list growth – 40x higher than usual – without having to sacrifice acquisition costs to Facebook or Google.

For its Black Friday sale, Alessi ran multiple incentives, including early access, free gift wrapping, and a free gift with purchases. As a designer brand, it favours value-added offers over deep discounts. In Klaviyo, it used the customer personas to create marketing segments, and targeted them with more personalised, relevant content, taking a different approach for new and returning customers.

By reducing paid advertising channels and taking a persona-focused approach to nurture new customers into making a purchase, Alessi drove impressive results.

Black Friday 2021 was an incredible success story for us – in one week we generated more revenue than we did in the whole of 2018. In fact we’ve seen exponential growth of the channel since 2019 and it’s the main driver for customer retention and loyalty.

Pablo Daniel, Chief Digital Officer, Alessi

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Every tea drinker has heard of Twinings. The iconic British brand has been trading for 300 years and still operates the London tea shop it opened in 1706. While having a cuppa is still very much a British institution, consumer tastes are changing and younger people are more likely to choose a health and wellbeing infusion from Twinings’ Superblends range than a traditional brew. When the business moved its ecommerce platform to Shopify in 2021 it decided to adopt Klaviyo as its marketing automation platform.

Learn how Twinings uses personalisation to successfully cross-sell its Superblends range

1. Challenge

Twinings has a huge online sales target but as a heritage brand, it needs to carefully balance brand messaging with selling: simply blasting an audience of 170,000 with offers isn’t an option. As part of its customer retention strategy, the brand aims to help customers discover new flavours and wellbeing drinks they’ll love, using its expertise to educate them about the latest blends. But since everyone’s taste buds are different, it needs to understand people’s taste preferences before it can make personalised recommendations.

2. Solution

Twinings decided to switch from SmartFocus to Klaviyo in order to upgrade its segmentation capabilities and use more first-party data to create targeted communications. Charlotte Stephens, the Ecommerce Manager, found that SmartFocus was more difficult to use and didn’t easily connect with other systems, making it almost impossible to deliver a segmentation strategy. With its one-click integration with Shopify, Klaviyo was up and running in no time. 

Charlotte is also experimenting with other apps that integrate with the platform to enhance audience engagement and provide more data points – such as quiz tools and a referral programme.

I just love how easy Klaviyo is to use, it’s a really intuitive platform. One of the things I really like is how simple it is to build segments. In a few clicks I can select customers who’ve signed up to email and bought a particular product, but haven’t purchased anything in three months.

Charlotte Stephens, Ecommerce manager, Twinings

3. Strategy

Using subscriber data that’s collected from purchases and product views, Twinings can separate Earl Grey drinkers from English breakfast tea lovers. It uses this Customer-First Data to build segments for different taste profiles and run cross-sell campaigns promoting its range of botanical beverages. For example, customers with a penchant for Earl Grey are targeted with herbal blends containing citrus, since they probably enjoy subtle lemon flavours.

To create a richer brand experience, most emails include links to recipes that use tea, such as trendy kombucha, bubble tea and vegan smoothies. Twinings combines this content with subscribers’ profile data to create highly-personalised automated flows for its welcome, back-in-stock, and abandoned cart emails, which are all strong performers.

We’re trying to build the brand saliency into health and wellbeing so that people associate Twinings with healthy drinks, not just black tea. We’ve moved away from site-wide promotions to run smaller, more targeted campaigns using our 200 recipes and features to engage with customers.

Charlotte Stephens, Ecommerce manager, Twinings

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