品牌忠誠度超越優惠：Klaviyo客戶在黑色星期五網絡星期一創造新紀錄
數據顯示，消費者優先考慮品牌忠誠度，較小的折扣優於較大的折扣，人工智能和短信持續推動品牌的營業收入
波士頓， 2024年12月3日 - Klaviyo (紐交所: KVYO)，這家公司爲更智能的數字關係提供動力，今天宣佈，在感恩節至網絡星期一（BFCM）這五天中，它幫助超過157,000個品牌，如Stanley 1913、Liquid Death和美泰，創下破紀錄的業績，超過15,000個用戶數在週末實現了他們最佳的銷售日，總共產生了30億美元的Klaviyo歸因價值(KAV)*。
關鍵要點:
●Klaviyo在BFCM期間發送了超過180億條消息，並幫助其客戶產生超過30億的KAV
●超過15,000名客戶在BFCM期間體驗了他們有史以來最好的銷售日
●在黑色星期五中午到下午1點之間下單了130萬份訂單
●驅動最高轉化率和消費的折扣爲10-15%和20-25%
●在過去一年中，添加SMS到其營銷策略中的品牌在BFCm期間實現了20%的電子商務營業收入同比增長。
“我們在今年BFCm之後看到的主要趨勢之一是，消費者更願意等待他們喜歡的品牌提供激勵，而不是等待最優惠的交易。他們選擇了連接和信任，而不是更大的折扣。爲了與消費者建立這種忠誠度，品牌需要在每個接觸點上了解他們的消費者，”Klaviyo的聯合創始人兼首席執行官Andrew Bialecki說。 “Klaviyo的營銷自動化和數據平台讓品牌能夠現代化他們的技術棧，將所有數據集中到一個地方，從而提供個性化體驗、建立忠誠度，並最終推動長期營業收入的增長，特別是在繁忙的假期季節。”
品牌忠誠度和親和力勝過大幅折扣。
儘管人們預期購物者會尋求利用最大的折扣，但消費者今年仍忠於他們喜愛的品牌，即使這意味着較小的折扣。在本次BFCm中，10-15%和20-25%的折扣促成了最大的轉化和最高的消費，暗示消費者在等待來自正確品牌的正確產品的正確信息，而不是尋找最優惠的交易。
從集中數據到多渠道方法，整合營銷活動引領了潮流。
在B2C業務中取得成功意味着理解 所有板塊 關於您的消費數據，並利用多渠道的方法。根據客戶的數據，今年的BFCm，來自Klaviyo集成的平均事件數量同比增長了60%。在所有數字接觸點，包括社交媒體廣告和實體店，Klaviyo的客戶在一個平台上使用集中式的第一方數據來進行更有效的細分和轉化。與此類似，去年在營銷策略中優先考慮跨渠道，將短信納入其中的Klaviyo客戶，今年BFCm的電子商務營業收入比去年增長了20%。
營銷人員利用人工智能來提高效果和節省時間。
人工智能（AI）已經成爲營銷人員和信任Klaviyo AI以提高生產力和提升其策略的品牌的重要工具。今年，Klaviyo在整個Klaviyo AI產品套件中的功能使用上均有所增長，其中生成性人工智能和預測工具的使用率最高，能夠更快地生成內容並更好地優化廣告活動、流程和細分。
“今年的BFCm周是我們有史以來最強勁的一次。我們提前開始規劃我們的細分和整體策略，這在我們的廣告活動和流程成功中起了重要作用，”Crown Affair的數字董事Jordyn Casaus說。“Klaviyo的AI細分工具將我們定義每個細分的工作時間減半。準確性非常有幫助。”
隨着假日購物季的持續，Klaviyo致力於賦予其營銷人員在客戶接觸到的每個渠道上擴展1:1消費關係的能力。欲深入了解本次BFCm季節的見解、策略和成功故事，請訪問： BFCm 2024 數據分析.
About Klaviyo
Klaviyo (CLAY-vee-oh) powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable, high-value outcomes. Klaviyo’s modern and intuitive SaaS platform enables business users of any skill level to harness their first-party data from more than 350 integrations to send the right message at the right time across email, SMS, and push notifications. Innovative businesses like Mattel, TaylorMade, Liquid Death, Stanley 1913, and more than 157,000 other paying customers leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms.
*We define Klaviyo Attributed Value (“KAV”) as the amount of revenue our customers generated through orders placed by consumers within a specified period of time after a message is sent using our platform, which in the case of email is five days from when the message is sent, and in the case of SMS is twenty-four hours from when the message is sent. For email, the message also needs to be opened or clicked in order for the transaction to fall within our definition. KAV excludes orders placed with customers that do not opt-in to sharing data on placed orders, orders for which we cannot determine the currency or value, or unusual orders that appear to us to be anomalies. Since our definition of a customer does not include persons or entities that use our platform on a free trial basis, any revenue generated through orders placed with these persons or entities is also excluded from our definition of KAV. We do not net chargebacks or sales refunds from our calculation of KAV. If a customer leaves Klaviyo, we stop counting that customer’s KAV after their last contracted month. We believe KAV serves as a measure of the return-on-investment that we help generate for our customers and illustrates the value our platform can drive to our customers, which we believe enhances our ability to maintain existing customers and attract new customers. We use KAV as an internal estimate to track the value we drive to customers through our platform. KAV is an operational measure, does not represent revenue earned by us, and does not directly correlate to our pricing, revenue, or results of operations. Further, KAV is not a forecast of future revenue and investors should not place undue reliance on KAV as an indicator of our future or expected results.
All data presented here is approximate and is based on various assumptions. All data is unaudited and is subject to adjustment. The methodology underlying the data may vary year on year and prior year results are not directly comparable to current results. All financial figures are in USD.
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