The skater-owned brand currently drives 11% of total revenue through marketing automation at Klaviyo, with ongoing plans to expand their personalized marketing engine.
Landyachtz was born when two childhood friends decided to make skateboards for fun while traveling around their college campus in 1997. Nearly three decades later, the brand has since evolved into a distributor-led global business with a product catalog spanning 1,500 SKUs that now includes longboards, custom bikes, apparel and more.
With a team of 35 in Canada and the United States, Landyachtz has served approximately 200,000 community members through their B2C business at the time of writing. As the brand expanded their e-commerce presence, they turned to WooCommerce and Klaviyo to build a modern marketing engine that could scale alongside their growing business and community.
We recently sat down with Jacob Lambert, eCommerce and Marketing Specialist at Landyachtz, to learn how WooCommerce and Klaviyo have streamlined and strengthened their marketing and customer communications as they continued to scale and expand.
- Klaviyo contributed approximately 11% of total revenue during the first year of using the platform.
- Improved campaign open rate to 52% and flow open rate to 59%.
- Click-through rate (CTR) of 2.28% for campaigns and 3.62% for streams.
- Reduced annual platform fees when switching from Shopify Plus to WooCommerce from $45,000 to less than $10,000.
- Manages approximately 1,500 SKUs, including completed builds, variable products and components.
Landyachtz initially ran an e-commerce store through Shopify and handled email marketing with Mailchimp. However, managing two separate Shopify sites for Canada and the US quickly became too expensive, and Mailchimp’s lack of automation made personalized marketing nearly impossible.
Without behavior-based flows or segmentation tools, the team sent each campaign manually – often unsure if their distributors or customers were even engaging.
“We spent too much time with little or no return,” Lambert recalled. That’s when the team started looking for tools that could give them more control, flexibility and visibility.
In skateboard competitions, a flawless ride is the term for a perfect 10.0 – no notes. In marketing, it’s seamless personalization it works.
Landyachtz shifted its marketing efforts to Klaviyo and later revamped its e-commerce operations to WooCommerce. Direct systems integration gave the team everything they needed to scale personalization and audience communication.
Thanks to Klaviyo’s automation and WooCommerce’s full data access, Landyachtz was able to create tailor-made automated journeys that met customers where they were in the buying process.
Now they personalize and automate:
- Welcome cycles, cart abandonment and post-purchase flows.
- The subsequent multi-stage “buyer’s remorse”.
- Advanced segmentation by product interest and engagement.
- Pop-ups and customer ratings.
- B2B communication and monitoring of distributors.
“Klaviyo’s depth of profile and ease of use in terms of its own features have been invaluable to us. What are now simple flows in our minds—capturing abandonment and creating multi-step welcome cycles based on customer engagement—were beyond our reach with our previous setup.”
— Jacob Lambert, e-commerce and marketing specialist, Landyachtz
Since using Klaviyo, Landyachtz has seen significant impact and growth in customer base, revenue and retention. They:
- Allocate 11% of Klaviyo’s total revenue.
- It achieved a 52% campaign open rate and a 59% stream open rate.
- It maintained a CTR of 2.3% for campaigns and 3.6% for streams.
They are excited to continue unlocking more personalization options on the platform to further tailor their messaging to different types of skaters.
“We’re targeting commuters, racers, dancers, kids riding around campus, skateparks, pump tracks—all of it. They’re very different customers, and our ability to communicate with those subsets is critical.”
— Jacob Lambert, e-commerce and marketing specialist, Landyachtz
Equipped with unified sales and marketing, Landyachtz is focused on expanding its reach.
Their big plans include ramping up marketing efforts across all channels – email, YouTube videos, Instagram and TikTok content, and their ambassador programs – as they look to expand the market more, particularly in Australia and Europe.
Landyachtz’s ability to hold its own in the post-Covid market chaos is no small feat. Much of their success is due to their approach to prioritizing the skateboarding community—even beyond those who use their boards—and how they engage with them in every single post, comment, and email.
Mahrie leads integrated marketing at Woo, bringing together growth, product, partnerships and demand to drive platform growth across merchants, builders, agencies and technology partners. She has spent her career across SaaS, e-commerce, hosting and open source. Outside of Woo, you can find her biking, hiking, or enjoying a variety of dishes from restaurants throughout Toronto.