How Made In increased order value 26% by asking customers this one simple question

Made In has made restaurant-quality cookware for home chefs and Michelin-starred restaurants alike since 2017.

It all started with two very different co-founders: lifelong friends Jake Kalick and Chip Malt. Kalick’s family had owned a kitchen supply store for 4 generations. Malt came from a marketing and ecommerce background. They pooled their expertise to create a legacy-quality, digitally-native cookware brand that has earned over 100,000 5-star reviews and 750,000 customers.

Made In had a strong email marketing program, powered by Klaviyo. But they had SMS marketing and reviews running on separate platforms.

Splitting lifecycle efforts across 3 platforms that didn’t talk to each other posed problems.

Each platform had its own functionality and attribution models, which made it hard to create a cohesive digital experience for customers—and measure how well the channels worked together.

Turn your reviews strategy into a personalization engine 

The Made In team decided to consolidate SMS marketing and reviews in Klaviyo—and quickly discovered the tool isn’t just for review capture. 

Consolidating all 3 channels in Klaviyo has unlocked new, multi-channel strategic opportunities for Made In, including the ability to collect zero-party segmentation data through Klaviyo Reviews.

Made In uses Klaviyo Reviews to ask customers additional, custom questions—like what type of food they cook, how often they cook, and what type of content they want—and creates segments for personalization based on their responses.

Strategies like these have contributed to results like 26.1% growth in average order value since Made In’s first full quarter with Klaviyo.

Get similar results 

Your business can consolidate platforms, reduce technology costs, and collect more zero-party data that personalizes and improves the customer experience, too. Here’s how:

• Read the full Made In x Klaviyo case study 
• Learn how to improve your Klaviyo Reviews strategy with custom questions