The skater-owned model presently drives 11% of complete income by way of advertising automation in Klaviyo, with continued plans to develop their personalised advertising engine.
Landyachtz was born when two childhood pals got down to make skateboards to have enjoyable whereas touring round their school campus in 1997. Nearly three a long time later, the model has since advanced into a worldwide distributor-led enterprise with a product catalog spanning 1,500 SKUs, which now embrace longboards, customized bikes, attire, and extra.
With a staff of 35 throughout Canada and the USA, Landyachtz has served roughly 200,000 neighborhood members by way of their B2C enterprise on the time of writing.. Because the model expanded its ecommerce presence, they turned to WooCommerce and Klaviyo to construct a contemporary advertising engine that would scale alongside their rising enterprise and neighborhood.
We not too long ago sat down with Jacob Lambert, ecommerce and advertising specialist at Landyachtz, to find out how WooCommerce and Klaviyo streamlined and strengthened their advertising and buyer communications as they continued to scale and develop.
- Attributed round 11% of complete income to Klaviyo over their first yr utilizing the platform.
- Improved marketing campaign open charges to 52% and circulation open charges to 59%.
- Maintained click-through charges (CTR) of two.28% for campaigns and three.62% for flows.
- Lowered yearly platform charges when switching from Shopify Plus to WooCommerce from $45,000 to lower than $10,000.
- Maintains round 1,500 SKUs, together with accomplished builds, variable merchandise, and elements.
Landyachtz initially ran ecommerce by way of Shopify and dealt with electronic mail advertising with Mailchimp. However managing two separate Shopify websites for Canada and the US rapidly grew to become excessively costly, and Mailchimp’s lack of automation made personalised advertising nearly not possible.
With out behavior-based flows or segmentation instruments, the staff was sending each marketing campaign manually — typically not sure whether or not their distributors or clients had been even participating.
“We had been spending an excessive amount of time for little to no return,” Lambert recalled. That’s when the staff started in search of instruments that would give them extra management, flexibility, and perception.
In skateboarding competitions, a flawless run is the time period for an ideal 10.0 — no notes. In advertising, it’s seamless personalization that works.
Landyachtz migrated their advertising efforts to Klaviyo, and later replatformed their ecommerce operations to WooCommerce. The methods’ direct integration gave the staff every part they wanted to scale personalization and communication with their viewers.
With Klaviyo’s automation and WooCommerce’s full entry to information, Landyachtz was in a position to create tailor-made, automated journeys that met clients the place they had been within the shopping for course of.
They now personalize and automate:
- Welcome cycles, cart abandonment, and post-purchase flows.
- Multi-step “purchaser’s regret” follow-ups.
- Superior segmentation by product curiosity and engagement.
- Pop-ups and subscriber scoring.
- B2B communication and distributor monitoring.
“Klaviyo’s profile depth and ease of use by way of customized properties are invaluable to us. What at the moment are easy flows in our thoughts — capturing abandonments and creating multi-step welcome cycles primarily based on buyer engagement — had been as soon as out of our grasp with our earlier setup.”
— Jacob Lambert, Ecommerce and Advertising and marketing Specialist, Landyachtz
Since utilizing Klaviyo, Landyachtz has seen a big influence and improve of their buyer base, income, and retention. They:
- Attribute 11% of complete income to Klaviyo.
- Achieved 52% marketing campaign open charges and 59% circulation open charges.
- Maintained a CTR of two.3% for campaigns and three.6% for flows.
They’re excited to proceed to unlock extra personalization alternatives on the platform to additional adapt their messaging for various kinds of skaters.
“We cater to commuters, racers, dancers, youngsters cruising round campus, skateparks, pumptracks — all of it. These are very completely different clients and our means to speak with these sub-niches is essential.”
— Jacob Lambert, Ecommerce and Advertising and marketing Specialist, Landyachtz
Geared up with a unified commerce and advertising stack, Landyachtz is targeted on increasing its attain.
Their huge plans embrace ramping up their advertising efforts throughout all channels — electronic mail, YouTube movies, Instagram and TikTok content material, and their ambassador packages — as they set their sights on better market growth, particularly in Australia and Europe.
Landyachtz’s means to maintain themselves by way of the chaos of the post-COVID market isn’t any small feat. Their success is largely as a result of their strategy in prioritizing the skateboarding neighborhood — even past those that use their boards — and the way they have interaction with them in each single publish, remark, and electronic mail.
Mahrie leads built-in advertising at Woo, the place she bridges progress, product, partnerships, and demand gen to drive platform progress throughout retailers, builders, businesses, and tech companions. She’s spent her profession throughout SaaS, ecommerce, internet hosting, and open supply. Outdoors of Woo, you may discover her biking, mountain climbing, or liking… numerous dishes from eating places round Toronto.
