The skater-owned model at present drives 11% of complete income through advertising automation in Klaviyo, with continued plans to develop their personalised advertising engine.
Landyachtz was born when two childhood associates got down to make skateboards to have enjoyable whereas touring round their faculty campus in 1997. Nearly three a long time later, the model has since advanced into a world distributor-led enterprise with a product catalog spanning 1,500 SKUs, which now embody longboards, customized bikes, attire, and extra.
With a staff of 35 throughout Canada and the USA, Landyachtz has served roughly 200,000 group members by way of their B2C enterprise on the time of writing.. Because the model expanded its ecommerce presence, they turned to WooCommerce and Klaviyo to construct a contemporary advertising engine that would scale alongside their rising enterprise and group.
We just lately sat down with Jacob Lambert, ecommerce and advertising specialist at Landyachtz, to find out how WooCommerce and Klaviyo streamlined and strengthened their advertising and buyer communications as they continued to scale and develop.
- Attributed round 11% of complete income to Klaviyo over their first yr utilizing the platform.
- Improved marketing campaign open charges to 52% and move open charges to 59%.
- Maintained click-through charges (CTR) of two.28% for campaigns and three.62% for flows.
- Lowered yearly platform charges when switching from Shopify Plus to WooCommerce from $45,000 to lower than $10,000.
- Maintains round 1,500 SKUs, together with accomplished builds, variable merchandise, and parts.
Landyachtz initially ran ecommerce by way of Shopify and dealt with electronic mail advertising with Mailchimp. However managing two separate Shopify websites for Canada and the US rapidly grew to become excessively costly, and Mailchimp’s lack of automation made personalised advertising virtually unimaginable.
With out behavior-based flows or segmentation instruments, the staff was sending each marketing campaign manually — typically uncertain whether or not their distributors or clients have been even partaking.
“We have been spending an excessive amount of time for little to no return,” Lambert recalled. That’s when the staff started searching for instruments that would give them extra management, flexibility, and perception.
In skateboarding competitions, a flawless run is the time period for an ideal 10.0 — no notes. In advertising, it’s seamless personalization that works.
Landyachtz migrated their advertising efforts to Klaviyo, and later replatformed their ecommerce operations to WooCommerce. The methods’ direct integration gave the staff every little thing they wanted to scale personalization and communication with their viewers.
With Klaviyo’s automation and WooCommerce’s full entry to knowledge, Landyachtz was in a position to create tailor-made, automated journeys that met clients the place they have been within the shopping for course of.
They now personalize and automate:
- Welcome cycles, cart abandonment, and post-purchase flows.
- Multi-step “purchaser’s regret” follow-ups.
- Superior segmentation by product curiosity and engagement.
- Pop-ups and subscriber scoring.
- B2B communication and distributor monitoring.
“Klaviyo’s profile depth and ease of use by way of customized properties are invaluable to us. What are actually easy flows in our thoughts — capturing abandonments and growing multi-step welcome cycles primarily based on buyer engagement — have been as soon as out of our grasp with our earlier setup.”
— Jacob Lambert, Ecommerce and Advertising and marketing Specialist, Landyachtz
Since utilizing Klaviyo, Landyachtz has seen a major impression and improve of their buyer base, income, and retention. They:
- Attribute 11% of complete income to Klaviyo.
- Achieved 52% marketing campaign open charges and 59% move open charges.
- Maintained a CTR of two.3% for campaigns and three.6% for flows.
They’re excited to proceed to unlock extra personalization alternatives on the platform to additional adapt their messaging for several types of skaters.
“We cater to commuters, racers, dancers, children cruising round campus, skateparks, pumptracks — all of it. These are very totally different clients and our potential to speak with these sub-niches is essential.”
— Jacob Lambert, Ecommerce and Advertising and marketing Specialist, Landyachtz
Geared up with a unified commerce and advertising stack, Landyachtz is targeted on increasing its attain.
Their large plans embody ramping up their advertising efforts throughout all channels — electronic mail, YouTube movies, Instagram and TikTok content material, and their ambassador applications — as they set their sights on better market growth, particularly in Australia and Europe.
Landyachtz’s potential to maintain themselves by way of the chaos of the post-COVID market is not any small feat. Their success is largely resulting from their method in prioritizing the skateboarding group — even past those that use their boards — and the way they have interaction with them in each single publish, remark, and electronic mail.
Mahrie leads built-in advertising at Woo, the place she bridges development, product, partnerships, and demand gen to drive platform development throughout retailers, builders, companies, and tech companions. She’s spent her profession throughout SaaS, ecommerce, internet hosting, and open supply. Exterior of Woo, you will discover her biking, mountain climbing, or liking… varied dishes from eating places round Toronto.
