Buffetti consolidates data in Klaviyo and grows email revenue 41%

Buffetti, originally founded in 1852, is the unrivalled leader in Italy’s stationery sector. Today, it has a range of over 12,000 products and makes over 600 daily shipments.

Learn how Klaviyo’s integration ecosystem keeps Buffetti’s tech stack fees low

Challenge

In 2022, Buffetti faced significant challenges with their existing marketing platform. The platform wasn’t easy to navigate, and it lacked essential features and crucial integrations, like connecting to their Magento II (now Adobe Commerce) CMS.

“Buffetti’s previous marketing automation didn’t have an intuitive user interface,” explains Simone Romani, CEO and founder at MarketKing, the ecommerce agency Buffetti turned to for support. “Adding necessary features would have incurred substantial additional costs.”

Adding necessary features [to Buffetti’s previous marketing platform] would have incurred substantial additional costs.

One of the most important features Buffetti needed was lead generation—through sign-up forms on their own website, and through paid advertisements on networks like Google and Meta Ads. 

“Magento’s built-in forms don’t enable A/B tests and are difficult to design, as there’s no drag-and-drop editor,” Romani recalls. And on Buffetti’s existing marketing platform, integrating with Google and Meta Ads was cumbersome and required additional platforms, like Zapier. 

Buffetti was in urgent need of a tool that could help their team collect customer data—and effectively use that data across their marketing messages.

Solution

After evaluating Buffetti’s challenges and goals, Romani and the MarketKing team had one recommendation: Klaviyo.

“The core value of Klaviyo isn’t just email marketing—it’s collecting and using data from all your other tools, which allows you to customise the message you deliver to your customers,” Romani says. “That’s why we use Klaviyo for every single brand we do marketing for.”

The core value of Klaviyo isn’t just email marketing.

In less than a month, Buffetti seamlessly migrated to Klaviyo, which integrates directly with their Google and Meta advertising tools.

Consolidating all their data in one place empowered Buffetti to use that data to fuel their lead generation strategy, as well as the tactics they use to nurture those leads into repeat customers —ultimately leading to a 41% increase in Klaviyo-attributed revenue compared to one year ago.

Strategy

Alongside their new paid advertisement integrations, two key Klaviyo sign-up form functionalities have helped grow Buffetti’s subscriber base in the last year:

• Website forms include teasers that intrigue visitors to open the full pop-up, leading to more form completions.
• After web visitors submit their information on the form, they receive an email with a unique coupon code they can use immediately on a purchase.

These tactics convert as many as 4% of website visitors into subscribers as of December 2023, which is approximately 1.3x higher conversion based on Klaviyo benchmarks. 

To continue streamlining Buffetti’s tech stack while maintaining a sophisticated, integrated customer experience, Romani’s team devised an innovative strategy to create a loyalty program using only Klaviyo’s automations.

Every email Buffetti sends contains a universal footer with show/hide logic to display a specific message based on the recipient’s customer data. This footer includes a personalised coupon based on the customer’s spending: the more a subscriber spends, the higher the reward.

Based on Klaviyo’s benchmark data, this makeshift loyalty program achieved 5x higher placed order rates, boosting Buffetti’s repeat customer base and customer lifetime value.

“Klaviyo has led us to unexpected results for our store compared to previous activities,” says Sergio Ferrari, Buffetti’s marketing manager. “I recommend its immediate implementation to all online stores to collect and make the most out of their data.”

I recommend [Klaviyo’s] immediate implementation to all online stores to collect and make the most out of their data.