How Landyachtz built a personalized growth engine with Klaviyo and WooCommerce 

The skater-owned brand currently drives 11% of total revenue via marketing automation in Klaviyo, with continued plans to expand their personalized marketing engine.

Landyachtz was born when two childhood friends set out to make skateboards to have fun while traveling around their college campus in 1997. Almost three decades later, the brand has since evolved into a global distributor-led business with a product catalog spanning 1,500 SKUs, which now include longboards, custom bikes, apparel, and more.

With a team of 35 across 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 its ecommerce 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 streamlined and strengthened their marketing and customer communications as they continued to scale and expand.

• Attributed around 11% of total revenue to Klaviyo over their first year using the platform.
• Improved campaign open rates to 52% and flow open rates to 59%.
• Maintained click-through rates (CTR) of 2.28% for campaigns and 3.62% for flows.
• Lowered yearly platform fees when switching from Shopify Plus to WooCommerce from $45,000 to less than $10,000.
• Maintains around 1,500 SKUs, including completed builds, variable products, and components.

Landyachtz initially ran ecommerce through Shopify and handled email marketing with Mailchimp. But managing two separate Shopify sites for Canada and the US quickly became excessively expensive, and Mailchimp’s lack of automation made personalized marketing almost impossible.

Without behavior-based flows or segmentation tools, the team was sending every campaign manually — often unsure whether their distributors or customers were even engaging.

“We were spending too much time for little to no return,” Lambert recalled. That’s when the team began looking for tools that could give them more control, flexibility, and insight.

In skateboarding competitions, a flawless run is the term for a perfect 10.0 — no notes. In marketing, it’s seamless personalization that works.

Landyachtz migrated their marketing efforts to Klaviyo, and later replatformed their ecommerce operations to WooCommerce. The systems’ direct integration gave the team everything they needed to scale personalization and communication with their audience.

With Klaviyo’s automation and WooCommerce’s complete access to data, Landyachtz was able to create tailored, automated journeys that met customers where they were in the buying process.

They now personalize and automate:

• Welcome cycles, cart abandonment, and post-purchase flows.
• Multi-step “buyer’s remorse” follow-ups.
• Advanced segmentation by product interest and engagement.
• Pop-ups and subscriber scoring.
• B2B communication and distributor tracking.

“Klaviyo’s profile depth and ease of use in terms of custom properties are invaluable to us. What are now simple flows in our mind — capturing abandonments and developing multi-step welcome cycles based on customer engagement — were once out of our grasp with our previous setup.”

— Jacob Lambert, Ecommerce and Marketing Specialist, Landyachtz

Since using Klaviyo, Landyachtz has seen a significant impact and increase in their customer base, revenue, and retention. They:

• Attribute 11% of total revenue to Klaviyo.
• Achieved 52% campaign open rates and 59% flow open rates.
• Maintained a CTR of 2.3% for campaigns and 3.6% for flows.

They’re excited to continue to unlock more personalization opportunities on the platform to further adapt their messaging for different types of skaters.

“We cater to commuters, racers, dancers, kids cruising around campus, skateparks, pumptracks — all of it. These are very different customers and our ability to communicate with these sub-niches is crucial.”

— Jacob Lambert, Ecommerce and Marketing Specialist, Landyachtz

Equipped with a unified commerce and marketing stack, Landyachtz is focused on expanding its reach.

Their big plans include ramping up their marketing efforts across all channels — email, YouTube videos, Instagram and TikTok content, and their ambassador programs — as they set their sights on greater market expansion, especially in Australia and Europe.

Landyachtz’s ability to sustain themselves through the chaos of the post-COVID market is no small feat. Their success is in large part due to their approach in prioritizing the skateboarding community — even beyond those who use their boards — and how they engage with them in every single post, comment, and email.