Use customer data to grow at each stage of the buyer journey

Profile photo of author Emily Riedy
Emily Riedy
3min read
Owned marketing
November 30, 2023
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You’ve heard it splashed all over headlines and social media circles in recent years: “Retention is the new acquisition.”

But Cody Pfolker, CMO of Jones Road Beauty, disagrees.

In his estimation, “acquisition should be rooted in retention.” Which is to say—the two systems feed each other.

In order to have money to spend on acquiring new customers, you have to generate sustainable revenue by keeping your current ones long-term. Focusing solely on one part of the customer journey leaves you open to neglecting others that are equally important.

Providing TLC at each and every stage of the buying journey probably sounds like a labor-intensive task—one that might send many lean teams panicking. But it’s easier than it sounds when you use customer data to inform your decisions—and partner with a platform that helps you instantly implement those decisions.

Andie Swim learned that firsthand.

Convert across your entire funnel by using customer insights to make a business impact

Andie Swim uses the data they collect in Klaviyo to fine-tune bespoke experiences at both ends of their funnel.

Here’s how they make sure those experiences convert:

  1. Activate the data you have: Andie Swim collects demographic and preferential data in their 12-question FitFinder quiz via the Klaviyo x Digioh integration and purchase history information via the Klaviyo x Shopify Plus integration. Then, the team activates that data to add personalized touches to their marketing, like dynamic content in their welcome series based on each recipient’s quiz responses.
  2. Connect with your customers: An on-site quiz and email messages are the two primary ways Andie Swim communicates with their audience.
  3. Guide your marketing efforts using smart features: Andie Swim uses Klaviyo’s data visualization tools in the segment-level campaign reporting feature to review engagement metrics across key segments. From there, the team can regularly optimize their targeting to send fewer, more relevant campaigns.
  4. Grow toward your goals: The personalized welcome series based on quiz data has driven $70K+ in revenue since the Andie Swim implemented it in June 2022.

Implement on-time automations that make buying a no-brainer

Part of capitalizing on customer data is using it to reflect back to the customer what they’ve expressed they want or need.

The replenishment flow is a perfect example of that mirror effect in action. It tells a shopper, “I saw you bought this product in the past, and you’re probably just about to run out. Buy here before you do!”

Handy, right? For Shopify and BigCommerce integrations, you can implement a pre-built flow in your Klaviyo account following these steps:

  1. Navigate to the Flows tab.
  2. Click “Create Flow” to view the flows library.
  3. In the “Browse by goal” section, click “Encourage repeat purchases”.

Alternatively, as long as you have the Placed Order event, you can build this flow from scratch by creating a metric-triggered flow. If you’re creating a flow for a specific product, you can add a trigger filter that will limit this flow to customers who purchase the product.

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Learn how Andie Swim maximizes conversions using customer data.
Emily Riedy
Emily Riedy
Content marketing manager
Emily Riedy is a content marketing manager at Klaviyo where she works to publish content to educate and inspire online businesses owners and email marketers. Owned marketing channels are a means to building a substantial customer base for the long-term, and the content Emily is most passionate about helps business operators create strong business foundations in owned marketing principles. Before Klaviyo, Emily worked at a paid ads agency helping businesses transform their approach to digital advertising. When she's not strategizing marketing content, she is running around the streets of Boston training for whatever race is next up on the docket. She lives in the South End with her 2 year-old basenji Fig and frequents (probably too regularly) the local Spanish tapas spot.