Garrett Popcorn drives 113x ROI with Klaviyo email, SMS, + BigCommerce integration

---

Garrett Popcorn, founded in 1949 in downtown Chicago, is a gourmet popcorn experience. The family-owned retailer—best-known for the Garrett Mix, the original blend of cheese and caramel popcorn—has brick-and-mortar popcorn shops around the globe, a robust ecommerce DTC business, and a newly launched ready-to-eat, CPG retail brand.

Since 2020, the brand has used Klaviyo to grow their engaged online audience and power smarter digital relationships with customers.

Learn how Garrett Popcorn uses Klaviyo throughout their marketing funnel

Challenge

When digital marketing director Marina Rutter started at Garrett in 2021, the digital side of the business was thriving—propelled by COVID-era tailwinds and Klaviyo-powered email marketing.

But underneath the stellar growth numbers, she realized that Garrett wasn’t using Klaviyo to the fullest.

The popcorn brand had Klaviyo’s BigCommerce integration set up, and pulled robust first-party ecommerce data into Klaviyo based on subscribers’ browsing, add-to-cart, and purchasing behavior.

There are so many ways that you can customize and personalize your messaging and targeting with Klaviyo. The opportunities for testing and targeting are limitless.

But they rarely used that data to personalize their emails. They often sent broad-brush campaigns to their full list—and they had room to improve their deliverability stats.

Garrett also had an opportunity to use their Klaviyo data in marketing channels beyond email, like paid social and paid search.

“There are so many ways that you can customize and personalize your messaging and targeting with Klaviyo,” says Rutter. “The opportunities for testing and targeting are limitless.”

Solution

Rutter worked with her team to create more granular engaged and “hyper-engaged” segments—Garrett now has 15—and launch an engagement track strategy. Now, a subscriber gets more marketing emails when they engage with sends and the store more often.

“By segmenting by engagement level, we’ve seen definite deliverability improvements,” Rutter says—like a 40% YoY reduction in spam complaints year-to-date.

By segmenting by engagement level, we’ve seen definite deliverability improvements.

Garrett used Klaviyo AI to create additional segments, like the set of customers predicted to place their next order soon.The team routinely sends campaigns to this small but mighty segment in addition to engaged segments; in July, compared to Garrett’s email campaigns overall, it generated a 4x higher revenue per recipient.

Rutter and her team also installed several more of Klaviyo’s 350+ integrations, to enrich their Klaviyo data with survey results and use it to inform their paid media buys.

For Garrett today, Klaviyo is more than a way to send marketing emails. It’s a hub for customer engagement, purchasing, and preference data, and it supports their full funnel.

Strategy

During Rutter’s tenure, Garrett has started using Klaviyo to:

• Target Facebook Ads: Garrett uses Klaviyo’s Facebook integration to create retargeting and lookalike audiences based on segments—and they’re top performers for the brand, with stronger ROAS, click-through, and conversion rates than audiences based purely on Facebook data, Rutter reports.
• Store (and segment with) survey data: Garrett collects data on customers’ flavor and shopping preferences via a Typeform survey featured in their welcome flow (and via QR code, on their brick-and-mortar store receipts). Then, with Klaviyo’s Typeform integration, Garrett stores the survey data in customers’ Klaviyo profiles—allowing for even more granular segmentation.
• Launch SMS: Email inboxes get crowded, and Klaviyo SMS gives Garrett a way to cut through the noise and reach their biggest fans. “There is definitely power in the fact that we have all of our channels and data centralized in Klaviyo,” Rutter says—for example, Garrett can now factor SMS clicks and conversions into their engagement track strategy.

Expanding their Klaviyo usage has helped Garrett grow their business.

“I recommend Klaviyo to anyone serious about first-party data, who wants to get into the insights and testing available in this platform,” says Rutter. “Klaviyo’s integrations let us pull data from BigCommerce into Klaviyo, and then into digital advertising channels—and that’s allowed Garrett to be more effective in its growth strategy.”

I recommend Klaviyo to anyone serious about first-party data, who wants to get into the insights and testing available in this platform. Klaviyo’s integrations let us pull data from BigCommerce into Klaviyo, and then into digital advertising channels—and that’s allowed Garrett to be more effective in its growth strategy.