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Why Klaviyo CDP is Nextbase’s launchpad to smarter, automated revenue

Challenge

Since 2022, Nextbase has used the Klaviyo platform to help them scale data-driven marketing experiences for customers across 18 countries—something their previous email provider, Hubspot, didn’t facilitate as seamlessly. 

More recently, Rory McMenigall, Nextbase’s Web Manager, wanted to extend this use of customer data to create a more sophisticated web strategy. “We wanted to segment as much as possible and build different experiences to improve the customer lifetime value,” explains Rory.

And though they had rich access to customer data through Klaviyo, personalising onsite was hard to scale. The team also couldn’t understand where customers were dropping off, so they didn’t know where in the funnel to target their efforts. Data alone wasn’t enough—they wanted new ways to use that data to drive results.

“All of our data uploads and cleanups were really time-consuming,” Rory explains. “We couldn’t segment effectively as our audience grew, so we couldn’t run specific targeting and test the results. We needed a way to consolidate workflows under one roof and drive revenue on autopilot.”

Solution 

To help understand its customers on a deeper level and drive personalisation across its website, Nextbase added Klaviyo Customer Data Platform (CDP) to their tech stack. 

Using Klaviyo CDP to generate rich insights on all of their customer data and seamlessly connect with Shogun’s Targeted Experiences, Nextbase was able to personalise and test onsite experiences for all of their website visitors.

We jumped at the chance to combine Klaviyo CDP with Shogun—now we can intelligently segment customers and offer them a tailored shopping experience.

Strategy

With Klaviyo CDP, Rory’s team can use customer data more effectively than ever. Four of the core benefits have been:

1. Personalised website experiences for repeat buyers—thanks to Klaviyo CDP’s group membership API feeding audience data into Shogun. Before this integration, Nextbase’s website would show their hero product, the Dash Cam, to every customer.

With Shogun, Nextbase now targets existing customers visiting their website with personalised product recommendations that complement previous purchases.

With dynamic personalisations and smart upselling journeys like this, repeat purchase and web conversion rates have substantially increased, yielding a 23% rise in click-through rates and 122% increase in conversion rates. 

2. Data transformations to run First Name Capitalisation and Country Standardisation, making its data easier to organise and analyse—allowing Nextbase to enforce data hygiene and save time building segments and automating personalisation.

The data transformation with Klaviyo CDP helps us keep our data consistent as we continue to scale. That’s the number one thing for us.

3. RFM analysis helps Rory’s team understand customer behaviour based on details like recency, frequency, and monetary value of purchases. This analysis means Nextbase can reach out at the right time to retain customers and pay particular attention to subscribers with the highest potential value.

“We can build trigger flows based on when a customer moves into a different RFM group,” Rory explains. “It means we can drive revenue around the clock.”

4. Funnel analysis to build reports so Nextbase can better understand where it can optimise customer buying experience—including where each segment drops off on their website. 

The Klaviyo and Shogun partnership has revolutionised what we do online. It’s created new opportunities for how we present our website and content. The possibilities are endless.