Next best offer
Show every customer the product they're most likely to buy next
What is next best offer?
Next best offer is a predictive strategy that uses customer data and AI to determine the most relevant product to show an individual at any given moment. It analyses each person's unique purchase and browsing history to surface the one thing they're most likely to want next.
For a hotel, that might mean offering a spa package to a guest who just booked a room. For a retailer, it could be showing a specific accessory to a customer who recently bought a new outfit. The goal is to make the next step in their journey with your brand feel personal and timely.
Why does next best offer matter?
Next best offer matters because generic recommendations waste attention. When every customer sees the same bestseller list, you miss the chance to show them something they're actually ready to buy.
Static recommendation blocks and one-size-fits-all upsells only capture a fraction of what's possible. They don't account for what an individual has already bought, browsed, or ignored.
Next best offer, by contrast, uses each customer's own behaviour to surface a genuinely relevant product. It gives every message a personal edge, helping you understand what a specific person is ready to buy right now.
With that level of personalisation, you can:
- Increase average order value by recommending products customers are actually likely to want.
- Reduce the manual work of building and maintaining static recommendation rules.
- Make every campaign and flow feel tailored to the individual, not the segment.
Why choose Klaviyo for next best offer?
A complete view of every customer
With Klaviyo, the autonomous B2C CRM, every purchase, every site visit, and every marketing message click feeds the built-in customer data platform. That means AI bases your next best offer recommendations on a complete understanding of each person across all your connected data sources.
Predictive AI that works on your behalf
Klaviyo AI (K:AI) analyses your data to automatically predict what each customer will buy next (next best product) and when (next best cross-sell date), taking the manual analysis off your plate.
With Klaviyo, predictive recommendations aren't trapped in a dashboard. You can use next best offer predictions in your marketing campaigns and flows immediately, building segments and adding dynamic product blocks that automatically personalise every message at scale.
Key features of Klaviyo's next best offer
Feature | Description | Available on Klaviyo |
|---|---|---|
Next best product recommendations | Automatically identifies the next best product for each customer based on their purchase history and the behaviour of similar shoppers | |
Best cross-sell date predictions | Pinpoints the ideal time to follow up with a cross-sell offer, increasing the chances of a second purchase when the customer is most receptive | |
Dynamic content blocks | Lets you add the next best product recommendation directly into your email templates, personalising every send automatically without manual effort | |
Smart catalogue exclusions | Keeps recommendations relevant by automatically excluding out-of-stock products, refunded orders, and cancelled orders from product analysis | |
How to get started with next best offer in Klaviyo
- Unify your customer data. Connect your online store and the rest of your tech stack to Klaviyo, so the CRM's built-in AI has the complete information it needs to make accurate predictions.
- Navigate to the product analysis dashboard. If you're an Advanced KDP customer, navigate to Advanced KDP > Intelligence > Catalogue insights. If you're a Marketing Analytics customer, navigate to Marketing Analytics > Catalogue insights.
- Confirm new profile properties. The product analysis report creates two additional profile properties that will appear in the predictive analytics section of your customer profiles: best cross-sell date and next best product.
- Personalise your messaging. Build customer segments based on the best time to attempt a cross-sell, then use the next best product in your message templates to promote the product each customer is most likely to buy next.
- Launch and monitor performance. Track how next best offer recommendations perform over time.
Ready to put your data to work with Klaviyo? Get started with Klaviyo Marketing Analytics today.