^{Ecommerce Personalization & Retention with Klaviyo}
Unleashing the power of Klevu Recommendations using Klaviyo Segments

Welcome to this comprehensive guide designed to supercharge your ecommerce strategies through the powerful integration of Klevu Product Recommendations and Klaviyo Segment Data.

Whether you’re a seasoned veteran in the online retail space or just getting started, the guidance in this article will navigate you through the art of pairing advanced website product recommendations with precise customer segmentation.

Each chapter focuses on a specific customer segment, from first-time visitors to loyal patrons, and offers strategic insights tailored for that audience. At the end, there are some special strategies for special cases like stores with limited SKUs, high or low Average Order Values (AOV), and those selling luxury or lifetime purchase items.

The segments detailed below are Klaviyo’s recommendation to get you started. To find detailed imagery to walk you through creating these segments, check out this Klaviyo article. If you already have segments created in Klaviyo that are tried and tested, map your segments to the best match below and continue to the Klevu product recommendations strategies matrix to see what to try to personalize your website’s Klevu product recommendations by segment.

Whilst we don’t promise to know what will work with your business exactly, you can use this guide to create strategies that you can test and refine over time.

Dive in to unlock a new dimension of personalized, data-driven ecommerce experiences that can not only increase sales but also build lasting customer relationships.

PS – Want to hear something really cool? Klevu can still personalize your website’s product recommendations for contacts in Klaviyo that have unsubscribed from email and/or SMS. If they meet the segment criteria, then when they do visit your website, you can show them super relevant products based on their profile.

New or Returning

The new visitor and the returning visitor each bring their own set of opportunities and challenges, and understanding how to cater to both can significantly impact your sales and customer loyalty. This is the simplest type of segmentation to set up.

Here we will delve deep into strategies for leveraging Klevu Product Recommendations with Klaviyo Segment Data, customizing each touchpoint from the homepage to checkout for new and returning customers. Whether it’s showcasing trending products to new visitors or offering personalized recommendations to returning customers, this chapter provides actionable strategies designed to elevate your eCommerce experience across all customer journeys.

By employing these Klevu product recommendation strategies for different visitor types, you can significantly enhance customer experience and drive conversions. Leveraging Klaviyo’s detailed segmentation data adds another layer of personalization, making your ecommerce platform not just a store, but a tailored shopping experience.

High Rollers – VIPs

High rollers – A segment of customers who made large purchases a few times. These are your best customers. They purchase often, recently, and at a high monetary value. Your goal is to retain them by treating them like VIPs. You don’t necessarily need to discount aggressively, but other perks and exclusivity go a long way.

High rollers are a unique, cherished segment of your customer base. They make frequent purchases, opt for high-value items, and are recent buyers. In other words, they’re the dream customers every ecommerce store hopes for. Your challenge is to keep them engaged and continue to provide a shopping experience that caters to their high expectations.

Here are some Klevu product recommendation strategies tailored for High Rollers, leveraging Klaviyo’s segmentation data.

Home/Landing page

• Strategy 1: Trending Products for You – Rules: Over an amount that is your average order value
• Strategy 2: Trending Products or New Arrivals* – In order to personalize by segment for this, you will want to create segments for your main categories to use as a dimension for this segment. Then, you can use rules for the same or complementary category as previous purchases + rule for over your average order value.
• Strategy 3: Hand Picked* – Create a personalized ‘VIP Picks’ section that showcases a manually curated list of exclusive, high-end, or limited-edition items that you know will pique their interest.

*You may need to further segment your high rollers by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

Listing Page

• Trending Products: Again, trending products can be particularly effective here as they align with what the majority of shoppers are interested in.
• Hand Picked: Curate a selection of products based on the season, or for broad appeal to new customers.

Product Detail Page

• Others Also Viewed: For a returning customer, knowing what others have viewed during a session with a similar product can offer additional choices they might find appealing.
• Recently Viewed: Use the recently viewed strategy high up the page to remind them of what they browsed before.

Checkout/Cart

• Also Bought Together: Show products often bought with items already in the cart, encouraging add-ons. Use advanced filtering to showcase a low-cost accessory or add-on that complements their purchase, maximizing average order value.

Elevating Loyal Brand Enthusiasts

Brand enthusiasts – A segment of customers who make many smaller purchases. These are loyal customers. They purchase often and recently, but don’t spend as much as your VIPs, so your goal is to increase their average order value. To do this, give them a reason to spend more. Try featuring related or complementary products and/or offering volume-based discounts.

Brand enthusiasts are your loyalists who often make smaller but frequent purchases. The aim with this segment is not just to retain them, but also to elevate their average order value. While they may not have the purchase power of your VIPs, their consistent engagement with your brand is invaluable. By combining Klevu’s product recommendation engine with Klaviyo’s robust customer segmentation, we can craft a shopping experience that encourages these enthusiasts to spend a little more each time they visit. Here’s how:

Home/Landing page

• Strategy 1: Trending Products for You* -Showcase trending products that align with their past purchases. If they buy mostly skincare products, display trending skincare items. Utilize Klevu’s advanced filtering to tailor these recommendations further based on specific attributes like brand or price range.
• Strategy 2: New Arrivals* – Brand enthusiasts love to stay up-to-date. Highlight the ‘New Arrivals’ in the categories they frequent the most. If someone often buys books, ensure that the newest releases in the genres they prefer are prominent.

Listing page

• Strategy 1: Trending Products – Here, include a blend of generally trending products and those that are trending within their favorite categories. This introduces them to popular products they might not have considered before.
• Strategy: Custom Logic* – Employ Klaviyo data to show products that could be the next logical buy for them. For example, if they frequently buy casual wear, show them trending or new loungewear or accessories that pair well with their previous purchases.

Product detail page

• Strategy 1: Also Bought Together – This is an excellent way to increase the average order value. If they are looking at a specific item, show other products that are usually bought with it. For instance, if they are looking at a mobile phone, suggest popular accessories like cases or screen protectors.
• Strategy 2: Similar Products – List products similar to the one they are viewing but use advanced filtering to only show products at a slightly higher price range. This subtle nudge could encourage them to spend a bit more while still staying within their comfort zone.

Checkout/Cart

• Strategy 1: Custom Logic*
  Show products that they will like based on their past browsing history. Use data within Klaviyo to pinpoint their category or brand affinity, and display items within that range.
• Strategy 2: Also Bought Together: Show products often bought with items already in the cart, encouraging add-ons. Use advanced filtering to showcase a low-cost accessory or add-on that complements their purchase, maximizing average order value.

*You may need to further segment your brand enthusiasts by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The goal with brand enthusiasts is to make them feel valued while subtly encouraging them to broaden their purchasing habits. Utilize Klevu’s advanced filtering and custom logic, combined with Klaviyo’s deep customer insights, to create a tailored shopping experience that feels personal and rewarding. A balanced combination of personalization, exclusivity, and smart product recommendations can help achieve the goal of increasing the average order value for this crucial customer segment.

Nurturing Potential High Rollers

Potential high rollers – A segment of customers who could convert to becoming big spenders. These customers have the potential to become some of your best customers; they purchased recently and at a high monetary value, but don’t buy very often. To increase their purchase frequency, give them a reason to come back. Try teasing the perks of being a VIP, promoting related or complementary products, or send them replenishment flows.

Potential high rollers represent a unique, yet extremely promising customer segment. They’ve shown a willingness to spend a considerable amount, albeit infrequently. The focus here is to not just retain them, but to actively engage and convert them into frequent buyers with high lifetime value. To achieve this, let’s utilize the synergy between Klevu’s product recommendation capabilities and Klaviyo’s data segmentation. Here’s how:

Home/Landing page

• Strategy 1: Hand Picked* – Reserve prime homepage real estate for a selection of high-end, new, or exclusive products that align with their previous high-value purchases. You’re not just showing them what’s available; you’re setting the tone for what your brand can offer to someone like them.
• Strategy 2: Trending Products for You – This will show them popular items within the categories or affinities they usually like. Add advanced filtering to this recommendation type to only show products above your average order value.

Listing page

• Strategy 1: Trending Products – Just as on the homepage, aim to show products that are currently popular among other high rollers and VIPs. This keeps the aspirational aspect consistent throughout the shopping journey.
• Strategy 2: Custom Logic* – In this case, custom logic can be used to display products that complement their previous high-value purchases. For example, if they purchased an expensive camera, show them high-end camera accessories, additional lenses, or even photography workshops. Just make sure that the placement of your recommendation makes sense for the category. For example, you wouldn’t want to display camera cases on the top of a category where shoppers expect to see cameras.

Product detail page

• Strategy 1: Also Bought Together – When they look at the details of a specific product, use this opportunity to show complementary high-value products that are often purchased together with the product they’re looking at. You can create additional advanced filtering by price on this recommendation type to ensure the items are priced higher than your average order value.

Checkout/Cart

• Strategy 1: Custom Logic – Use custom logic to filter through products that they may add on. Brand the recommendation as a ‘last chance for an exclusive offer’ and make sure the items are currently on sale.

*You may need to further segment your potential high rollers by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

For potential high rollers, the emphasis is on quality, exclusivity, and aspirational value. By combining Klevu’s intelligent product recommendation engine with Klaviyo’s customer segmentation, you can create a shopping experience that doesn’t just satisfy their existing buying habits but encourages and entices them to reach for more. This approach not only enhances the shopping experience but also increases the likelihood of converting these potential high rollers into some of your most valuable, frequent shoppers.

Potential Brand Enthusiasts

Potential brand enthusiasts -A segment of newer customers who have made small purchases. These customers purchased recently, but not frequently and not at a high monetary value. Focus on increasing their purchase frequency or average order value by striking while the iron is hot. Promote bestsellers and popular or related products.

New customers who have shown interest by making small, initial purchases can be a goldmine if nurtured correctly. They’re engaged, but haven’t yet turned into frequent buyers or high spenders. Leveraging the power of Klevu’s product recommendation engine combined with Klaviyo’s precise segmentation can play a crucial role in retaining these potential brand enthusiasts and increasing their purchase frequency or average order value.

Home/Landing page

• Strategy 1: Trending Products – Showcase products that are generally trending across your store to create a sense of urgency and popularity. It encourages them to keep exploring and potentially find their next favorite item.
• Strategy 2: New Arrivals – Feature a section of new arrivals to spark interest and engage these relatively new shoppers. The fresh collection might push them to purchase something exciting, thereby increasing their frequency.
• Strategy 3: Custom Logic* – Use custom logic to create rules that show products that are just a level above their last purchase in terms of pricing. You want to encourage them to step up their spending without intimidating them with high-ticket items.
• Strategy 4: Recently Viewed – If they are landing on the homepage, chances are they are coming back to see what is new, or responding to something that reminded them of your brand. Reminding them also of the products they have recently viewed can help trigger buying behavior.

Listing page

• Strategy 1: Trending Products for You – Here, you can take advantage of Klevu’s data to show personalized trending products based on that particular shopper’s behavior. This creates a personalized shopping environment, encouraging them to make more frequent and varied purchases. It’s likely that this shopper frequents the website, so this AI data will be rich.
• Strategy 2: Hand Picked Manually* – Incorporate a section where you can manually pick products that are a natural upsell to the categories they have shown interest in. If they bought a skincare product, handpick some top-rated serums or moisturizers to introduce them to a broader range of your offerings.

Product detail page

• Strategy 1: Similar Products – Show similar products to what they’re currently viewing but in a slightly higher price range. This offers them more choices while subtly pushing them to consider more premium items.
• Strategy 2: Also Bought Together – Utilize this feature to showcase products that are complementary to what they’re already considering. Offering a package deal or a discount for buying the pair could be a good incentive to increase the average order value.
• Strategy 3: Recently Viewed – Whilst we recommend showing Recently Viewed on all page types, putting this high up on the product detail page is a good idea for this segment. They may have been browsing a lot, so reminding them what they looked at recently can help conversion.

Checkout/Cart

Strategy 1: Also Bought Together – This is your last chance to increase the average order value for this transaction. Show products that pair well with the items in their cart, such as accessories or supplementary products.

Strategy 2: Custom Logic – Implement custom logic to offer tiered incentives based on cart value. For example, “Spend $10 more to get free shipping” or “Add one more item and get 10% off your entire order”. Such last-minute incentives can entice the customer to add just one more item, thereby increasing both purchase frequency and average order value. The messaging on the product recommendation can be configured to change based on the cart total via Klevu API.

*You may need to further segment your potential brand enthusiasts by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

Potential brand enthusiasts are valuable because they’ve already crossed the hurdle of the first purchase. By implementing a tailored, dynamic, and engaging shopping experience through Klaviyo’s data segmentation and Klevu’s product recommendation features, you can effectively nurture them to become loyal, frequent shoppers with a higher lifetime value.

Converting ‘Nearly Theres’

Nearly theres – A segment of subscribers who open or click your emails regularly, but haven’t yet made a purchase. Your goal is to nudge them over the line to make their first purchase by giving them a good reason to buy. Remind them of what they’re missing, sell value, and try incentivizing as a last resort.

You’ve caught their eye, and they’re already engaging with your brand. These “Nearly Theres” are ripe for conversion; they just need that extra nudge. Let’s look at how to use Klevu Product Recommendations in conjunction with Klaviyo’s Segment data to finally turn these potential customers into actual buyers. Klevu recommends:

Home/Landing page

• Strategy 1: Recently Viewed – These visitors have engaged with your brand enough to warrant having ‘Recently Viewed’ products. Display these products prominently to remind them of items that caught their interest.
• Strategy 2: Trending Products – If they’re new to your site but have engaged via email, show them what other people are buying. This adds social proof and could tip them over to making that first purchase.
• Strategy 3: Custom Logic* – Use Klaviyo’s detailed segment data to identify what kind of content or products these subscribers have engaged with in emails. Create custom logic in Klevu to show similar products on the homepage.

Listing page

• Strategy 1: Hand Picked* – If the Klaviyo segment data shows that they’ve engaged with specific types of products in emails, handpick similar items to feature on the listing pages they visit. If they’ve clicked through an email featuring summer attire, show handpicked summer dresses, sunglasses, and beachwear here.
• Strategy 2: Custom Logic – Again, leverage Klaviyo’s data to set up custom logic that displays products similar to those that they’ve shown interest in through search, email and SMS interactions.

Product detail page

• Strategy 1: Others Also Viewed – Add a layer of social proof by showing products that other shoppers have viewed when looking at the same item. This could give them the extra confidence they need to make a purchase.
• Strategy 2: Custom Logic – If they’ve opened an email featuring a particular category of product but haven’t bought yet, use custom logic to show them products with unique selling points, limited availability or time-sensitive discounts related to the same category.

Checkout/Cart

• Strategy 1: Also Bought Together – Here, focus on low-cost, high-utility items that can be easily added to the cart last minute. The idea is to make the first purchase as frictionless as possible.
• Strategy 2: Custom Logic – Offer them an exclusive first-purchase discount or free shipping at this stage, if they proceed to checkout. You can set this up using advanced criteria in the Klevu admin panel to target only the ‘Nearly There’ Klaviyo segment.

*You may need to further segment your Nearly Theres by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The “Nearly Theres” are on the cusp of converting. They just need that extra push to make their first purchase. By combining Klevu’s sophisticated product recommendation engine with Klaviyo’s rich segment data, you can offer a highly personalized shopping experience that addresses their unique interests and needs, effectively tipping the scale in favor of that all-important first purchase.

Hooking the ‘Waiting for Wows’

Waiting for wows -A segment of customers who sometimes open or click your emails, but haven’t yet purchased. These are subscribers who have never purchased but recently engaged with at least one of your emails. Capitalize on their recent interest by trying “too good to pass up” offers and limited-time deals.

Some subscribers are ‘Waiting for Wows.’ They open or click your emails sometimes, but have yet to commit to a purchase. Your emails have sparked their interest, and they’re on the verge of taking action. So, how can you use Klevu Product Recommendations along with Klaviyo Segment data to convert this segment into loyal customers? Here’s a strategic approach.

Home/Landing page

• Strategy 1: New Arrivals
  These potential customers are looking for something to wow them. Feature ‘New Arrivals’ prominently on the homepage to show them the latest and most exciting products you have to offer.
• Strategy 2: Trending Products for You*
  Use this feature to display products that are trending based on the specific shopper’s behavior. If they’ve recently clicked on a category or specific item from your email, show them trending items in that same category. You can use advanced filtering to add category criteria here.
• Strategy 3: Custom Logic*
  Use custom logic in Klevu to showcase limited-time offers or exclusive items that align with their interests. The emphasis should be on ‘too good to pass up’ offers.

Listing page

• Strategy 1: Trending Products – Showcase trending products to tap into the power of social proof. These are the items that are getting the most attention, and thus may ‘wow’ your prospective customer into making a purchase.
• Strategy 2: Hand Picked Manually* – Based on what they clicked in your emails, handpick similar or complementary items. The aim is to catch their attention by showcasing products that almost guarantee a ‘wow’ factor.
• Strategy 3: Custom Logic* – Again, utilize Klaviyo’s data to implement custom logic that will show discounted or limited-time offer items within the categories they’ve shown interest in.

Product detail page

• Strategy 1: Also Bought Together – Introduce them to products that are often bought together with the item they’re currently viewing. This not only improves the shopping experience but also introduces them to more ‘wow’ products.
• Strategy 2: Custom Logic – Set up a rule to show limited-edition or exclusive items that are similar to the one they are viewing. This creates a sense of urgency and exclusivity, nudging them closer to making a purchase. You can use advanced filtering to make rules for specific brands or other attributes.

Checkout/Cart

• Strategy 1: Also Bought Together – Just before they’re about to make a purchase, remind them of other products that customers have commonly bought together with the items in their cart. This is your last chance to increase their average order value, so make it count.
• Strategy 2: Hand-Picked* – Here, consider showing a range of ‘last-minute grab’ items—low-cost but high-value products that can enhance the product they are already purchasing.

*You may need to further segment your Waiting for Wows by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The ‘Waiting for Wows’ customer segment is just a step away from becoming your loyal patrons. By utilizing Klevu’s powerful product recommendation system in sync with Klaviyo’s precise segment data, you can create a highly personalized and engaging shopping experience. Capitalize on their recent interaction with your brand and make offers they simply can’t refuse.

The ‘Espresso Shot’ Segment

Espresso shot -A segment of profiles with a high likelihood of purchasing soon. These customers have engaged with your emails recently, but haven’t made a purchase. You can send a reminder email to this group a few days after a product launch or sale announcement for a quick revenue boost.

Here we’ll focus on maximizing revenue from your ‘Espresso Shot’ segment. These customers are warm leads; they’ve recently engaged with your emails and are just a step away from making a purchase. Let’s discuss how you can use Klevu Product Recommendations and Klaviyo segment data to convert this promising group.

Home/Landing page

• Strategy 1: Trending Products for You* – Show products that are trending based on that specific shopper’s behavior. Since these customers are already engaged and have a high likelihood to purchase, personalized recommendations can be the tipping point. Use advanced filtering to showcase only products from certain categories where they have affinity.
• Strategy 2: Recently Viewed – Display products they have recently viewed. These are items they’re considering, and seeing them again could be just the nudge they need to finalize the purchase.
• Strategy 3: Custom Logic* – Leverage Klaviyo data and create custom rules in Klevu that showcase products in categories or brands they have shown keen interest in. If they’ve clicked on a product launch or sale email, feature those specific products.

Listing page

• Strategy 1: Trending Products for You – Again, show trending products based on their past behavior. If they’ve been eyeing certain categories or brands, bring those to the forefront.
• Strategy 2: New Arrivals – Feature the newest products in the category at the very top of the category page. This can give them the sense of exclusivity and urgency to make a quick purchase. Title the recommendation something that seems personalized to them.
• Strategy 3: Custom Logic* – Use Klaviyo data to generate specific recommendations, like products that are most relevant to the recent emails or SMS they’ve engaged with.

Product detail page

• Strategy 1: Also Bought Together – These customers are on the cusp of making a purchase, so show them products that are often bought together with what they’re viewing. It may encourage them to increase their order size.
• Strategy 2: Similar Products – Here you can provide alternatives that might better suit their needs, possibly leading to quicker decision-making.
• Strategy 3: Custom Logic* – Curate a list of products that align with their specific interests as observed through Klaviyo’s data. If you had a recent product launch that aligns with their behavior, feature it here.

Checkout/Cart

• Strategy 1: Also Bought Together – This is the last chance to influence their purchase decision. Display products that are commonly bought with the items they have in the cart to maximize order value.
• Strategy 2: Custom Logic* – Use Klevu’s custom logic features to identify and display products that can be the final enticement for purchase. Consider showing a high-value item at a special discounted rate, encouraging them to take immediate action.

*You may need to further segment your Espresso Shot segment by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The ‘Espresso Shot’ segment is rife with potential, and with targeted Klevu Product Recommendations, informed by Klaviyo Segment data, you can convert these high-potential browsers into buyers. Timing is crucial; a carefully curated product recommendation could be the push they need to make that eagerly awaited first purchase.

Converting ‘Window Shoppers’

Window shoppers -A segment of profiles who have interest in your products, but haven’t yet purchased. These customers have engaged with your marketing and show some desire or intent to purchase, but haven’t made the leap yet. Consider sending them a campaign with social proof (like positive reviews or social media posts from your customers) to help convert them into first-time buyers. For Shopify stores: Based on your Customer Privacy settings in Shopify, Klaviyo may not track onsite events (including Active on Site, Viewed Product, and Added to Cart) for visitors to your Shopify store in the EU, EEA, UK and Switzerland, unless they have provided consent. Thus, your window shopper segment will not include non-consented individuals.

Here we focus on one of the most tantalizing yet elusive segments: the ‘Window Shoppers.’ These are individuals who clearly show interest but haven’t yet converted. Armed with Klevu Product Recommendations and Klaviyo Segment data, let’s explore some ways to transition these ‘almost buyers’ to ‘first-time buyers.’

Home/Landing page

• Strategy 1: Trending Products – Showcase trending items across all shoppers. The wisdom of the crowd might just be what these Window Shoppers need to make that first purchase. Make this even more advanced by using a filter for ratings to only show products that are highly rated.
• Strategy 2: New Arrivals* – If they’ve been browsing for a while but haven’t made a purchase, new arrivals can reignite their interest. Use advanced filtering to tailor the arrivals to a category or other attribute of interest to them.
• Strategy 3: Recently Viewed – Highlight the products they have recently viewed to remind them of what caught their eye.
• Strategy 4: Custom Logic* – Here’s where you can get crafty. Use Klaviyo’s data on what types of products or categories they’ve engaged with. Then, apply advanced filtering within Klevu to show precisely those types of products.

Listing page

• Strategy 1: Trending Products for You – Showcase trending products based on their individual behavior. This makes the shopping experience feel personalized, even in a category view.
• Strategy 2: New Arrivals – If they have been engaging with specific categories, showing new arrivals in those categories might push them to finally make a purchase.
• Strategy 3: Custom Logic* – Similar to the Home Page, you can use Klaviyo data to feature products they’re most likely to be interested in, based on their engagement with your marketing emails. Add a layer of social proof to this by using rating data as an advanced filter in Klevu.

Product detail page

• Strategy 1: Others Also Viewed – Since these shoppers are still in the ‘consideration’ phase, showing what others have viewed could introduce them to options they hadn’t considered, but could find compelling.
• Strategy 2: Custom Logic* – Carefully select products that complement the current product being viewed, based on your knowledge of popular pairings or items that would likely interest a first-time buyer.
• Strategy 3: Recently Viewed – Highlight the products they have recently viewed to remind them of what caught their eye.

Checkout/Cart

• Strategy 1: Also Bought Together – Here, you can feature products that are frequently bought together with the items already in their cart. This could make their first purchase more fulfilling by rounding out a ‘set’ or ‘look.’ Make this even more advanced by using a filter for ratings to only show products that are highly rated.
• Strategy 2: Custom Logic* – If Klaviyo data suggests that these shoppers have shown interest in specific categories or brands, use Klevu’s advanced filters to recommend such products at the final stage of the purchase funnel.

*You may need to further segment your window shoppers by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

‘Window Shoppers’ need that extra nudge to take the plunge. By employing a thoughtful, data-driven approach using Klevu Product Recommendations tailored to their behavior and preferences as recorded by Klaviyo, you can turn these window shoppers into first-time buyers. This is not just about converting leads, but about starting what could be a long-term customer relationship.

Re-Engaging Lapsed High Rollers

Lapsed high rollers -A segment of customers who have made a few larger purchases, but haven’t bought anything in a while. These are customers who have made many past purchases and spend a lot of money with you but haven’t made a recent purchase. Win them back by telling them what’s new with your business. This includes new releases relevant to what they’ve bought in the past, along with special offers to incentivize them to buy.

If you’re looking to win back your lapsed high-roller customers, you’ll need a laser-focused strategy. These are not your average customers; they have shown strong buying intent in the past and have spent significant amounts. Their disengagement is your loss, but also an opportunity for a grand re-entry into their lives. Let’s explore how you can leverage Klevu Product Recommendations and Klaviyo Segment data to re-capture the attention of this valuable cohort.

Home/Landing page

• Strategy 1: New Arrivals – One of the best ways to re-engage lapsed high rollers is to show them what’s new since they last checked. Use Klevu’s ‘New Arrivals’ section, filtered to showcase higher-end products they are likely to be interested in.
• Strategy 2: Trending Products for You – Given that these customers have specific tastes, personalized trending products based on their past activity can be particularly effective.
• Strategy 3: Hand Picked – Curate a list of high-end or luxury products, or those complementary to past high-ticket purchases.
• Strategy 4: Custom Logic* – Dive deep into Klaviyo’s data to figure out what products or categories these high rollers were interested in. Use this data to apply custom logic and filters to your Klevu recommendations.

Listing page

• Strategy 1: Trending Products for You – Use one-to-one clickstream data to feature trending items in the specific categories they have historically engaged with.
• Strategy 2: Hand Picked* – List high-value items and sets in the categories that align with their past purchases.
• Strategy 3: Custom Logic* – Again, using insights from Klaviyo, you can implement custom logic to show specific categories or brands that resonate with this segment.

Product detail page

• Strategy 1: Similar Products – Since these customers are familiar with your high-end offerings, show them products similar to what they’ve purchased before but make sure they are of similar or higher value. You can use an advanced filter to show only products that meet certain criteria in your product attributes.
• Strategy 2: Also Bought Together – Showcase products that are often bought together with the product they’re viewing, but tilt the recommendations towards higher-value items or accessories through advanced filters with the price over your average order value.
• Strategy 3: Hand Picked* – Select high-end accessories or add-ons that could make their re-entry into purchasing even more rewarding. Make sure they are relevant to the product they are viewing.

Checkout/Cart

• Strategy 1: Also Bought Together – This is the moment to showcase additional high-value items that complement what they’ve already added to their cart.
• Strategy 2: Hand Picked* – Include a handpicked list of exclusive or luxury items that pair well with the items they usually have affinity for.
• Strategy 3: Custom Logic* – If Klaviyo data indicates they have a penchant for specific types of high-ticket items, this is your last chance to display them.

*You may need to further segment your lapsed high rollers by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

Winning back lapsed high rollers isn’t just about showcasing any product; it’s about presenting the right product at the right time, and making them feel as if the entire shopping experience has been curated just for them. Using Klevu’s versatile product recommendation engine in tandem with rich segmentation data from Klaviyo, you can craft a targeted experience that’s too tempting for your high rollers to resist.

Comeback Strategy for Lapsed Enthusiasts

Lapsed enthusiasts -A segment of customers who have made a few small purchases in the past, but haven’t bought anything recently. These customers used to purchase often, but haven’t made a purchase recently. Experiment with sending winback campaigns, but be wary of low open rates.

Lapsed enthusiasts are a unique segment. They are not your high-rollers, but they were once regular customers who made smaller purchases frequently. Their absence from your store might be noticeable in your metrics. Winning them back requires careful planning, as they have shown signs of engagement fatigue. This is where the synergy between Klevu Product Recommendations and Klaviyo Segment Data can play a pivotal role.

Home/Landing page

• Strategy 1: Recently Viewed – One of the smartest ways to re-engage these lapsed enthusiasts is by reminding them of what they were interested in before. Chances are they are clicking through to your landing page from a marketing communication, so showing them the products they’ve recently viewed on a landing page can help personalize their experience and jumpstart their memory.
• Strategy 2: Trending Products for You – Lapsed enthusiasts likely have a keen sense of what’s trendy. Personalizing trending products based on their past activity may get their attention.
• Strategy 3: Custom Logic* – Apply a rule that suggests lower-cost items or products similar to ones they have viewed in the past, or that are part of a special promotion, with the idea of encouraging them to make a low-stakes purchase to get them back into the cycle.

Listing page

• Strategy 1: Trending Products – Here you can utilize general trending products to create a sense of FOMO (Fear of Missing Out).
• Strategy 2: New Arrivals – Newness can be a trigger for this segment. A showcase of what’s new could be just what’s needed to nudge them.
• Strategy 3: Custom Logic – If your Klaviyo data shows that these customers typically engage with sales or discounts, use custom logic and advanced filtering to highlight such products in the listing.

Product detail page

• Strategy 1: Others Also Viewed – These are curious shoppers who want options. Show them what similar shoppers have considered as they may find something unexpected but appealing.
• Strategy 2: Also Bought Together – This could help in two ways: upsell and re-engage. Show them low-cost items that are frequently bought together with their viewed item to tempt them to add more to their cart.

Checkout/Cart

• Strategy 1: Also Bought Together – Add-ons can be the charm that seals the deal. Show low-cost complementary items that can be thrown into the cart last minute.
• Strategy 2: Hand Picked* – If you’ve noticed a pattern in their previous purchases or searched terms in Klaviyo (like they always buy scented candles), manually select these kinds of items to appear in the cart page recommendations.
• Strategy 3: Custom Logic* – With Klaviyo data, you can set up a recommendation engine that only suggests items under a certain price or from categories they’ve frequently shopped in before.

*You may need to further segment your lapsed enthusiasts by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

One-Hit Wonders

One-hit wonders – A segment of customers who have made a few high-ticket purchases, but haven’t bought recently. These are customers who haven’t purchased recently and made fewer than 3 purchases, but at a high monetary value. Test winback campaigns against 50% of the segment or 1,000 contacts — whichever is larger. You can do this using the sampling tool, found by clicking into the Manage Segment dropdown and selecting Sample Segment Members.

The One-Hit Wonders are an intriguing segment. They’ve made very few purchases but have shown a willingness to spend on high-ticket items. It’s almost like they came, they saw something they liked, and they conquered, but haven’t returned since. So how can you reignite that initial spark? Klevu Product Recommendations, combined with Klaviyo Segment Data, can help you develop highly targeted strategies to win these big spenders back.

Home/Landing page

• Strategy 1: Trending Products for You – This segment values quality and is willing to invest in high-value products. Show them personalized trending products based on their specific shopping history to re-capture their interest. Or if it’s been a long time.
• Strategy 2: New Arrivals – These customers might be attracted to what’s latest and greatest. Showcasing new arrivals that fit into the high-ticket category could grab their attention.
• Strategy 3: Custom Logic* – Apply advanced filtering to only showcase high-value items on the homepage. Make sure these items are relevant to their past purchases to increase the likelihood of conversion.

Listing page

Strategy 1: Trending Products – For this segment, showcasing general trending products might work as long as they are high-ticket items. It’s all about maintaining their interest by offering quality.

Strategy 2: Hand Picked* – This segment might appreciate a personalized touch. Curate a set of high-value items that are either new arrivals or complement their previous purchases. Make sure they are relevant to the category type they are browsing. Or, put them at the bottom of the page.

Product detail page

• Strategy 1: Similar Products – When they’re viewing a product detail page, this is your chance to upsell or cross-sell. Show similar high-ticket items that could capture their fancy. Use advanced filtering to show only highly rated items for added trust building, and to help if the product page they are on has low or no reviews.
• Strategy 2: Also Bought Together – Focus on accessories or add-ons that don’t compromise on quality. Given their history of fewer but higher-value purchases, they might be inclined to add more to their cart if it enhances the main product.
• Strategy 3: Custom Logic* – Implement custom rules that show only high-ticket items or items that have a higher profit margin. Your aim is to capitalize on their propensity to make significant investments.

Checkout/Cart

• Strategy 1: Also Bought Together – Leverage this area to recommend high-value complementary products. For example, if they are looking to buy a high-end camera, recommend quality accessories like lenses or tripods that are often bought together. Or utilize advanced filtering to showcase items that not only complement the current purchase but are also high-value items themselves.
• Strategy 2: Hand Picked Manually – If you have seasonal or limited-edition items that are of high value, this is a good place to showcase them. Make them feel that they are getting exclusive access to something special.

*You may need to further segment your one hit wonders by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The One-Hit Wonders may be elusive, but they’re not a lost cause. By applying precise targeting through Klevu’s various recommendation types and Klaviyo’s rich data segments, you can curate a shopping experience that speaks directly to their interests and their willingness to invest in high-quality items. The goal is to convert that single hit into a series of chart-toppers, making them loyal patrons of your ecommerce store.

Re-engaging the ‘Just Passing Throughs’

Just passing throughs – These customers purchased once or twice 6-13 months ago, and at a low monetary value.

‘Just Passing Throughs’ are like those travelers who stopped by your town but didn’t stay long. You’re probably wondering if you can get them to settle down—or at least make a longer visit. Luckily, integrating Klevu Product Recommendations with Klaviyo Segment data can offer valuable insights to re-engage this customer segment.

Home/Landing page

Strategy 1: Recently Viewed – It’s been a while since they last visited. Let’s remind them where they left off by showing the products they viewed during their last visit. This can trigger their memory and make them reconsider a purchase.

Strategy 2: Trending Products – Display products that are generally popular in your store. It could spark interest or curiosity and get them to delve deeper into your catalog.

Strategy 3: Custom Logic* – Apply advanced filters to show low to mid-value items that have seen a higher conversion rate in the past. The idea is to show them products that won’t break the bank but are popular enough for them to take interest in.

Listing page

• Strategy 1: Trending Products for You – Based on their past behavior, show them trending products in the categories they previously browsed. Make the re-engagement as personalized as possible.
• Strategy 2: New Arrivals* – Some people are drawn back by what’s new. Highlight your newest products in the same category, or apply advanced filtering to show products in similar categories they have shown interest in before.
• Strategy 3: Custom Logic* – Use custom rules to display discounted or special-offer products within the categories they’ve browsed. Your aim is to entice them into making another purchase by offering good deals.

Product detail page

• Strategy 1: Similar Products – If they are checking out a product, use advanced filtering to show them similar items that are within the same price range. This can encourage browsing and potentially, upselling.
• Strategy 2: Others Also Viewed – Show them what other shoppers have viewed during a session with that product. This might spark some inspiration or interest for them to look further.
• Strategy 3: Custom Logic – Display items that complement the product they are viewing but are still within a low to medium price range, below your average order value. Use custom logic to filter and only show these types of items.

Checkout/Cart

• Strategy 1: Also Bought Together – Use this recommendation type to nudge them towards completing a set or getting the most out of their primary product. Through advanced filtering, ensure that the add-ons or secondary products are also low to mid-range in price — aim for 25% of your average order value.
• Strategy 2: Hand Picked* – Curate a selection of affordable accessories or related products that can be an easy add-on to their current purchase.
• Strategy 3: Custom Logic* – Use advanced filters to display products that have either been commonly bought with the item in the cart or are on promotion. Keep the pricing in line with their previous spending.

*You may need to further segment your just passing throughs by affinity for brands or types of items. You can gather this data from their past purchases and Klevu search history in Klaviyo.

The ‘Just Passing Throughs’ require a strategy that involves careful selection, relevance, and affordability. By using Klevu Product Recommendations in conjunction with Klaviyo Segment data, you can effectively target this customer segment, offering them a tailored shopping experience that is not too overwhelming but just enticing enough to get them to stay a little longer—perhaps long enough to hit that ‘Purchase’ button again.

Special Business Cases

When it comes to online shopping, not all customer segments are made equal. Some have unique traits that don’t fit neatly into standard categories. This chapter focuses on those special cases: Small SKU count, High AOV (Average Order Value), Low AOV, and Luxury/Low Purchase Frequency. Let’s dive into the strategies for each using Klevu Product Recommendations and Klaviyo Segmentation together for these special use cases and business types.

Small SKU count – When your store has a small SKU (Stock Keeping Unit) count, each product becomes increasingly vital.

• Home/Landing page – Hand Picked: Showcase your entire range in a curated format, emphasizing your best-sellers and premium items.
• Listing page – Custom Logic: Use advanced filters to showcase products that complement each other or are frequently bought together.
• Product detail page – Also bought together: Naturally, with fewer products, chances are higher for these to be frequently bought together. Highlight those.
• Checkout/Cart – Hand Picked Manually: Showcase complementary add-ons or essentials that pair well with any purchase.

Low AOV – When your store sells less expensive items, and has a high sell-through rate.

• Home/Landing page – Recently Viewed: To prompt another purchase, remind them of what they recently looked at. Use advanced filtering in Klevu to ensure that products shown are always in stock, if you have high sell through rates.
• Listing page – New Arrivals: Showcase your most affordable new items. Use advanced filtering to show only the highest rated products.
• Product detail page – Also bought together: Suggest relevant accessories or add-ons.
• Checkout/Cart – Also Bought Together: Display items that are frequently bought with the items in the cart, use advanced filtering to control the price point shown to be lower than your average order value.

Low Frequency – Stores that sell items that only need to be purchased a few times in a lifetime, with a low frequency of returning visitors.

• Home/Landing page – Hand Picked: Showcase your most exquisite items that are likely a one-time purchase. Alongside, feature content that educates buyers about the care, maintenance, or history of these items, turning your platform into a source of valuable information.
• Listing page – Trending Products: Display pianos or similar luxury items that are trending, but also incorporate high-value accessories or care products that have frequent repurchase rates.
• Product detail page – Similar Products: For these kinds of high-value, low-frequency purchases, it’s crucial to reassure the customer that they’re making the best choice. Show them other similar luxury items so they can feel confident in their selection.
• Checkout/Cart – Hand Picked: Here, instead of trying to upsell another piano, for example, offer complementary items like high-quality cleaning kits, sheet music, or premium piano benches. Consider offering these as a “Complete Your Setup” package at a special discounted rate.

By understanding your business, you can fine-tune your approach to offer a hyper-personalized shopping experience. By combining the analytical power of Klaviyo Segmentation with the flexible and feature-rich environment of Klevu Product Recommendations, we’re setting the stage for customer engagement that speaks directly to the unique needs of various business types.

Conclusion

For all of these segmentation and product recommendations strategies, relevance is key. By using Klevu and Klaviyo together, you can make the best use of segmentation personalization, and on-to-one personalization. Doing this helps provide the most relevant and engaging customer experience for your shoppers.

To learn more about how Klevu Product Recommendations can help you with your current Klaviyo strategy, schedule a consultation call with one of our segmentation experts.