Jurlique revitalises personalisation, with 43% of total ecom revenue driven by Klaviyo

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Founded on a beautiful South Australian farm in the 1980s, Jurlique is now one of Australia’s best-known skincare brands, selling high-quality products made from specially formulated farm-grown botanical ingredients. Since 2023, they’ve been on a mission to transform their approach to personalisation with Klaviyo.

Learn how Jurlique uses Klaviyo to make the customer experience as personal as the product

Challenge

Jurlique wants to make the customer experience as personal as skincare. But a fragmented tech stack was standing in the way of their ability to achieve that goal.

First, customer data from the website’s skincare quizzes and data from customer purchases lived in a combination of different systems, including Shopify and Preezie, none of which integrated with Jurlique’s email marketing platform. That made gathering insights on customers—and acting on it for personalised communications through their CRM automation platform—very difficult.

Second, the siloed systems didn’t communicate effectively with one another. Jurlique’s previous email marketing provider didn’t integrate seamlessly with ad platforms like Meta and Google. The process of sharing data between systems was manual—and even after setup the integration would often disconnect without notice, resulting in ineffective ad campaigns. A similarly shaky integration with their POS also meant that customers who signed up in store for a discount voucher over email only received it after a significant delay.

In short, Jurlique’s tech stack was holding them back from offering the personalised customer experience they wanted to provide.

Solution

In 2024, with the help of digital marketing agency KlewdUp, Jurlique switched to Klaviyo B2C CRM. In the process, they unified all their customer data from online and in-store interactions in Klaviyo Data Platform, including purchase history, website browsing activity, and online skincare quiz results.

Thanks to a pre-built integration with Shopify and robust APIs, Jurlique’s data in Klaviyo updates in near real time.

“As a 40-year-old heritage brand looking to reinvigorate our market presence, we needed technology that could help us connect with our audiences,” says Pamela Ablaza, ecommerce and digital marketing manager at Jurlique. “Klaviyo was a natural fit—it gives us the personalisation and segmentation tools we need to cut through in today’s competitive skincare landscape.”

Klaviyo was a natural fit—it gives us the personalisation and segmentation tools we need to cut through in today’s competitive skincare landscape.

Strategy

Jurlique’s personalisation strategy with Klaviyo relies on segmentation, dynamic content, and flows. Here are just a few of the approaches that have been successful so far:

• Deepening personalisation through robust segmentation: Jurlique uses Klaviyo to segment customers based on their browsing history, purchase data, and skincare quiz results. This empowers the team to target subscribers who are interested in specific product collections with relevant messages. 
• Driving revenue through “Try before you buy” flows: If a customer abandons a cart, Jurlique sends them an automated email with a “Try before you buy” offer to take the risk out of buying a new product. 
• Tracking new customers from advertising: Klaviyo’s pre-built Meta integration helps Jurlique track and nurture new leads from advertising interactions, providing clear visibility into how the team are acquiring customers and what those new customers’ journeys look like.
• Accelerating new customer acquisition in-store: With Klaviyo’s real-time API capabilities, customers who sign up when checking out at physical stores immediately receive their welcome discount via email, which they can use straight away in-store.

In the second half of 2024, this approach contributed to a 49% period-on-period increase in total ecommerce revenue. 

“Klaviyo has been instrumental in helping us better understand our customers and engage with them on a much deeper, more personalised level,” says Ablaza. “It’s not just a marketing tool. It’s become the backbone of our customer data strategy, enabling us to connect with customers where they are and provide them with the tailored experiences they expect from a brand like Jurlique.”

Klaviyo is not just a marketing tool. It’s become the backbone of our customer data strategy, enabling us to connect with customers where they are and provide them with the tailored experiences they expect from a brand like Jurlique.