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Original
2026-01-01
Modified
2026-03-10
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<p>28.9%</p>
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<p>28.9%</p>
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<p>increase in revenue from pre-purchase flows YoY*</p>
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<p>increase in revenue from pre-purchase flows YoY*</p>
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<p>39%</p>
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<p>39%</p>
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<p>increase in customer lifetime value*</p>
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<p>increase in customer lifetime value*</p>
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<p>31x</p>
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<p>31x</p>
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<p>ROI from email campaigns*</p>
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<p>ROI from email campaigns*</p>
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<p><a>Petstop</a>offers pet foods, supplies and many other accessories in their 13 large pet superstores throughout Ireland.</p>
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<p><a>Petstop</a>offers pet foods, supplies and many other accessories in their 13 large pet superstores throughout Ireland.</p>
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<p>Their love for pets extends to their owners too, and Petstop’s recent focus on creating a highly personalised abandoned cart series for their email subscribers won them the<strong>Best shopper recapture experience</strong>at<a>The Klicks 2024</a>.</p>
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<p>Their love for pets extends to their owners too, and Petstop’s recent focus on creating a highly personalised abandoned cart series for their email subscribers won them the<strong>Best shopper recapture experience</strong>at<a>The Klicks 2024</a>.</p>
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<p><em>*All stats courtesy of Petstop and Wolfgang Digital</em></p>
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<p><em>*All stats courtesy of Petstop and Wolfgang Digital</em></p>
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<h2>How Petstop’s move to owned channels drastically increased revenue and repeat purchases</h2>
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<h2>How Petstop’s move to owned channels drastically increased revenue and repeat purchases</h2>
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<h3><strong>Objectives</strong></h3>
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<h3><strong>Objectives</strong></h3>
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<p>In 2023, acquisition costs on platforms like Google and Meta increased by 60%. In response, Petstop and its marketing partner,<a>Wolfgang Digital,</a>saw the need to shift to more sustainable and cost-effective revenue streams. </p>
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<p>In 2023, acquisition costs on platforms like Google and Meta increased by 60%. In response, Petstop and its marketing partner,<a>Wolfgang Digital,</a>saw the need to shift to more sustainable and cost-effective revenue streams.</p>
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<p>They embarked on a mission to drive conversions and improve customer retention through owned channels like email marketing, aiming for both immediate and long-term growth. Together, they planned to:</p>
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<p>They embarked on a mission to drive conversions and improve customer retention through owned channels like email marketing, aiming for both immediate and long-term growth. Together, they planned to:</p>
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<ol><li><strong>Increase revenue from pre-purchase flows by 20% year-over-year (YoY)</strong></li>
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<ol><li><strong>Increase revenue from pre-purchase flows by 20% year-over-year (YoY)</strong></li>
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<li><strong>Raise customer lifetime value (CLV) by 15% YoY</strong></li>
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<li><strong>Raise customer lifetime value (CLV) by 15% YoY</strong></li>
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<li><strong>Achieve a 20x return on investment (ROI) from email flows by the end of 2024</strong></li>
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<li><strong>Achieve a 20x return on investment (ROI) from email flows by the end of 2024</strong></li>
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</ol><h3><strong>Strategy</strong></h3>
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</ol><h3><strong>Strategy</strong></h3>
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<p>To reduce reliance on costly paid channels, Petstop and Wolfgang Digital pivoted to owned channels, focusing on email marketing through Klaviyo automation.</p>
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<p>To reduce reliance on costly paid channels, Petstop and Wolfgang Digital pivoted to owned channels, focusing on email marketing through Klaviyo automation.</p>
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<p>This strategy targeted customers at critical stages of their purchasing journey, specifically a subscriber who browsed products, abandoned their carts, or exited at checkout.</p>
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<p>This strategy targeted customers at critical stages of their purchasing journey, specifically a subscriber who browsed products, abandoned their carts, or exited at checkout.</p>
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<p>Key elements of Petstop’s cart and browse abandonment strategy included:</p>
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<p>Key elements of Petstop’s cart and browse abandonment strategy included:</p>
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<ol><li><strong>Hyper-personalisation with AI:</strong>Using advanced segmentation and conditional logic, emails were tailored to individual pet preferences. By integrating with Shop Box, an AI-powered personalisation platform, Petstop automatically generated dynamic product recommendations based on individuals’ shopping psychology, ensuring each email felt highly relevant to the recipient.</li>
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<ol><li><strong>Hyper-personalisation with AI:</strong>Using advanced segmentation and conditional logic, emails were tailored to individual pet preferences. By integrating with Shop Box, an AI-powered personalisation platform, Petstop automatically generated dynamic product recommendations based on individuals’ shopping psychology, ensuring each email felt highly relevant to the recipient.</li>
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<li><strong>Promote subscriptions:</strong>To promote Petstop’s subscription service, all emails highlighted the benefits of subscription, such as a 10% discount on every purchase. This significantly boosted awareness and subscriptions, turning one-time customers into repeat buyers.</li>
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<li><strong>Promote subscriptions:</strong>To promote Petstop’s subscription service, all emails highlighted the benefits of subscription, such as a 10% discount on every purchase. This significantly boosted awareness and subscriptions, turning one-time customers into repeat buyers.</li>
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<li><strong>Strategic incentives:</strong>Time-sensitive discounts (e.g. 10% off for three days) created urgency, along with other motivators like flexible payment options, free delivery on orders over €29, and customer reviews.</li>
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<li><strong>Strategic incentives:</strong>Time-sensitive discounts (e.g. 10% off for three days) created urgency, along with other motivators like flexible payment options, free delivery on orders over €29, and customer reviews.</li>
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</ol><h3><strong>Results</strong></h3>
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</ol><h3><strong>Results</strong></h3>
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<p>Petstop’s email recapture strategy demonstrated the effectiveness of email marketing as a sustainable revenue driver and retention tool amidst rising acquisition costs. The approach not only met but exceeded all targets:</p>
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<p>Petstop’s email recapture strategy demonstrated the effectiveness of email marketing as a sustainable revenue driver and retention tool amidst rising acquisition costs. The approach not only met but exceeded all targets:</p>
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<ol><li><strong>Revenue from pre-purchase flows grew by an impressive 28.9% YoY.</strong>This was based on browse abandonment (<strong>94% YoY increase</strong>), abandoned checkout flows (<strong>15% YoY</strong>), and a new abandoned cart that saw revenue increase by<strong>999% YoY</strong>.<strong></strong></li>
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<ol><li><strong>Revenue from pre-purchase flows grew by an impressive 28.9% YoY.</strong>This was based on browse abandonment (<strong>94% YoY increase</strong>), abandoned checkout flows (<strong>15% YoY</strong>), and a new abandoned cart that saw revenue increase by<strong>999% YoY</strong>.</li>
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<li><strong>CLV increased by 39% YoY.</strong>Subscription renewals grew by 86% YoY, with a 31% rise in subscriptions from abandoned browse, abandoned cart, and checkout flows.</li>
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<li><strong>CLV increased by 39% YoY.</strong>Subscription renewals grew by 86% YoY, with a 31% rise in subscriptions from abandoned browse, abandoned cart, and checkout flows.</li>
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</ol><p>This meant Petstop exceeded their ROI goal, achieving a<strong>31x ROI from email campaigns</strong>by recapturing customers effectively and converting them to loyal subscribers.</p>
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</ol><p>This meant Petstop exceeded their ROI goal, achieving a<strong>31x ROI from email campaigns</strong>by recapturing customers effectively and converting them to loyal subscribers.</p>
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<p>“The data you have access to in Klaviyo and the ability to create hyper-segmented flows means you can see such a strong return on your investment,” said Alicia Leao at Wolfgang Digital. </p>
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<p>“The data you have access to in Klaviyo and the ability to create hyper-segmented flows means you can see such a strong return on your investment,” said Alicia Leao at Wolfgang Digital.</p>
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<blockquote>The data you have access to in Klaviyo and the ability to create hyper-segmented flows means you can see such a strong return on your investment</blockquote>Alicia Leao<p>Wolfgang Digital</p>
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<blockquote>The data you have access to in Klaviyo and the ability to create hyper-segmented flows means you can see such a strong return on your investment</blockquote>Alicia Leao<p>Wolfgang Digital</p>
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<p>Petstop have showcased the impact of shifting from paid channels to owned channels, achieving substantial growth by establishing email marketing as a key driver of sustainable revenue and customer loyalty.</p>
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<p>Petstop have showcased the impact of shifting from paid channels to owned channels, achieving substantial growth by establishing email marketing as a key driver of sustainable revenue and customer loyalty.</p>
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<p>See why brands like Petstop use Klaviyo</p>
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<p><a>Get a demo</a></p>
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