The Benefits of a Back in Stock Flow
Every online shopper has been there. You’ve viewed a product or added it to your basket with every intention of coming back and making a purchase, only to revisit the site and discover that the item you had your eyes on is suddenly out of stock.
Who’s to know if this product will ever be available again? For businesses, this could deter customers from coming back to check on the status of a product and make a purchase.
With Klaviyo, e-commerce stores can set up automated "Back-in-Stock" flows to ensure customers are instantly notified via email when an out-of-stock item they have viewed becomes available again. Giving shoppers the option to subscribe to a back-in-stock notification serves to recover lost revenue in the case of a temporary lack of inventory.
How does Klaviyo’s Back in Stock Automation work?
Klaviyo’s back-in-stock automation caters to customers who express interest in buying a product that is currently out of stock when they visit the company's website. Generating a feeling of exclusivity and “first-to-know” access, a back-in-stock flow draws potential customers back in.
Image source: Klaviyo
Shoppers can subscribe to receive back-in-stock notifications upon viewing a product that is out of stock. The user’s data is then stored and linked to their Klaviyo profile. Each contact that signs up for such an alert is categorised into a segment of people waiting for a particular SKU to be available. As soon as the item becomes available, every contact within the segment will receive an email or SMS informing them that the product is ready for purchase.
What’s more, if there is a product that is particularly in demand or a stock that is very limited, Klaviyo can alert customers to new stock in batches. For example, send x5 emails at a time until the list is covered.
This is especially beneficial if your store stocks limited-edition items and you want the first subscribers to have priority. All of this helps to create hype around your products and build customer loyalty.
Benefits of a Back in Stock Flow
Boosts Conversions
Encouraging customers to purchase a product they’ve already shown interest in is a great way to increase conversion rates. Back-in-stock emails reignite that intent to purchase on an otherwise interrupted customer journey.
Encourages Loyalty
If a product that a customer wants is out of stock, they’ll be less inclined to turn to other stores for something similar, given the prospect that it might come back. The option to subscribe to receive targeted emails keeps customers loyal to your brand and more likely to wait before making a purchase elsewhere.
Enhances SEO and User Experience
Avoid the negative impact on SEO caused by removing products that are temporarily out of stock from your store. Instead, keep URLs active and optimise the user experience by providing an easy call-to-action that encourages subscriptions.
Offers a Solution for Limited Inventory
Back-in-stock flows present a viable solution for businesses facing inventory challenges, including B2B and D2C retailers dealing with stock shortages. Instead of sending mass emails or SMS blasts to all subscribers, Klaviyo simplifies the process by enabling merchants to alert only those who have expressed interest in receiving notifications about a product's availability.
Eliminates Customer Uncertainty
Back-in-stock automation gets rid of customer uncertainty surrounding a product or brand itself. When shoppers are not informed about inventory status, they can feel unsure about two crucial things: whether a product will be restocked at all and whether the company can be trusted enough to wait for it.
Back-in-stock notifications serve as an excellent solution to appease dissatisfied shoppers.
Insights into Customer Demands
With Klaviyo’s advanced analytics, you can gain deeper insights into products that are in the highest demand, allowing you to make informed decisions about what to prioritise when restocking. This knowledge empowers you to optimise conversions proactively to meet customer needs.
Final Thoughts
Strategic inventory management is vital for the prosperity of any e-commerce store. Whether you're an existing Klaviyo user or contemplating using the platform for email and SMS services, we strongly recommend integrating a Klaviyo back-in-stock flow into your marketing strategy.
Back-in-stock automation enables you to reclaim and retain customers effectively. As a trusted Klaviyo partner, we’d be happy to help unlock the full potential of your email marketing strategy and supercharge your growth.
Get in touch to find out more.