Gozney fires up retention and repeat purchases with Klaviyo

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Gozney has come a long way since its founder and namesake, Tom Gozney, set out to build the definitive premium pizza oven. 

The company began in Bournemouth, a seaside town in southern England, and is now stocked in more than 2,500 retail locations across Europe, the US, Canada, Australia, and New Zealand.  Gozney’s approach to digital marketing matured along the way, transitioning from basic email campaigns to a highly strategic and data-driven approach using Klaviyo.

Learn how Gozney cooked up retention and revenue at scale with email and SMS

Challenge

In its early stages, Gozney’s email marketing consisted of standard flows like browse and checkout abandonment, a single post-purchase flow, and basic weekly campaigns. 

Additionally, Gozney lacked product-specific post-purchase communication, limiting customer engagement and retention.

As Gozney launched new products and accessories—like cookbooks, baking trays, and dough cutters—they needed a more personalised approach that catered to their contacts across 7 different global accounts.

“We wanted a more personalised way to encourage referrals and repeat purchases—not just at a local level, but around the world.” explains Arthur Brunetti, retention marketing manager at Gozney.

Solution

Gozney added SMS for the first time and Advanced Klaviyo Data Platform (AKDP) to their Klaviyo stack to facilitate personalisation.

“We wanted to get the most out of Klaviyo, so we brought email marketing in-house and started using SMS,” says Brunetti. “Customers frequently discover Gozney through friends and family. With AKDP, we identified our champion customers and incentivised them to bring in referrals.”

From this data, Gozney leveraged Extended Customer Revenue (ECR) data from Klaviyo’s Mention Me integration to enhance segmentation and engagement. 

Despite having a lean marketing team, Klaviyo’s cloning functionality allowed Gozney to streamline segmentation and flows across different global markets, reducing workload while maintaining effectiveness. 

Strategy

With a smarter and more tailored tech stack, Gozney’s segmentation strategies became increasingly sophisticated. 

• Launching RFM automations: With Klaviyo’s Recency, Frequency, Monetary (RFM) models, Gozney can personalise flows based on purchasing behaviour. “We have data on the accessories customers typically buy after their first purchase,” explains Brunetti. “We can then use that information to push those products in our first-time-buyer post-purchase flow.” 

• Product-specific post-purchase flows: Smarter segmentation has allowed Gozney to help their customers get over the learning curve of using a pizza oven with a comprehensive post-purchase flow. After taking this educational approach, Gozney’s retention increased by 24% year-on-year. Looking ahead, the team aims to leverage Klaviyo’s two-way messaging to provide real-time support, guiding customers through pizza-making and oven setup.
  
• SMS marketing: To boost repeat purchases, Gozney targeted existing oven buyers with accessory promotions via text, recognising that many customers browsed on mobile but purchased on desktop. Since starting Klaviyo SMS, Gozney has seen a 32% increase in SMS average order value from Q4 2024 to Q1 2025.

With greater confidence in their funnel ahead of Black Friday, Gozney ran month-long experiments on pop-ups ahead of Black Friday. Using Klaviyo’s AI-driven optimisation, they refined their approach by quickly testing different CTAs, incentives, and timing delays. Findings from high-traffic regions like the US, UK, and Australia were applied across global accounts to maximise conversion rates.

“Using the data in Klaviyo, we’re confident we can deliver targeted messaging at optimal times to drive even more revenue on repeat,” adds Brunetti.