Converting Repeat Buyers Into Subscribers - Segment Building

Question

I am looking to build a segment for customers who have purchased the same product repeatedly across our entire product line but are not subscribed to our subscription program. I am struggling with the "purchased the same item repeatedly" part. Is there a way to do this that's not super manual? For context we use Skio for our subscription program.

GabbyEsposito · Answer

Yes, Skio can help with the subscription exclusion. For a specific product, try:

What someone has done > Ordered Product > at least 2 times > over all time, then add a filter for that product’s SKU (or ProductID).

The limitation is that Klaviyo can do this for a specified product, but it doesn’t currently have a native condition that dynamically finds people who bought the same item repeatedly across every SKU. If the catalog is manageable, you can clone the segment for each SKU and combine the conditions with OR.

To exclude people with an active Skio subscription, add:

Properties about someone > skio_hasActiveSubscription > is false

If you mean people who have never subscribed, use Skio: New Subscription Created > zero times > over all time instead. Skio’s profile properties may need to be backfilled first.

For a large catalog, the more scalable option would be to use a data warehouse or custom automation to calculate each customer’s repeat-purchase SKUs, write that value back to Klaviyo as a profile property, and segment from there. One other thing to validate is whether subscription renewals should count as repeat purchases. If they should not, the repeat-purchase logic needs to exclude recurring subscription orders before the data is written back.

Helpful docs:

https://help.klaviyo.com/hc/en-us/articles/115005066067

https://help.klaviyo.com/hc/en-us/articles/115005062847

https://help.skio.com/docs/klaviyo-integration