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Driving Conversion: How Cherry Played Their Cards Right With Andzen



Cherry Collectables is one of Australia’s biggest card collecting companies. Cherry was founded back in 2008 by avid collectors, Grayson and Renee, who opened Cherry’s flagship store in Melbourne in 2015. The team at Cherry are passionate about delivering the best experience to card collectors, offering the world’s top collectable brands (from Panini to Pokemon and everything in between).


Before working with Andzen, Cherry used Campaign Manager as its ESP. As Klaviyo Master Elite Partners (and self-confessed number one fans) we suggested that Cherry migrate over to Klaviyo. We saw a better opportunity for Cherry to enhance their customer journey with Klaviyo, and put a focus on personalized content to drive repeat purchase. 

As experts in the customer journey, we noticed gaps in Cherry’s strategy that we were eager to fill — starting with Data Capture. Cherry had no Data Capture pop-ups on their website, and as such were missing out on growing their database and the opportunity to market to their customers. They were relying on email marketing opt-ins post-checkout — missing out on the opportunity to nurture website visitors into their first purchase. 

A Nurture Series (or Welcome Series) is a key automation in the customer journey. Cherry was missing this *cries in eCommerce*. We identified this as a focal point for improvement. 

While Cherry had a strong-performing Abandoned Cart series (we were very fond of the Michael Jordan meme) we saw an opportunity to take this a few steps further and work to decrease Cherry’s cart abandonment rate. 

Cherry also had a Post Purchase series in place, however to better serve customers and increase repeat purchase numbers, we suggested a more segmented customer journey. 

Cherry is a great brand with engaged customers, so as customer journey experts (humble brag), we were eager to work with Cherry to elevate their overall customer experience — and keep customers coming back. 


First thing’s first, we migrated Cherry from Campaign Monitor over to Klaviyo to create a better user experience, as well as unlocking the opportunity for better personalization, segmentation, and reporting. The migration process was simple; following Klaviyo’s instructions, we were able to sync existing lists, as well as campaign metrics including Received, Clicked, and Opened. 

To take Cherry’s customer journey to the next level (and increase all the right metrics) we implemented a number of customer journey touchpoints, including:

  • Data Capture
  • Nurture Series
  • Abandoned Cart Series (Checkout Started trigger)
  • Added to Cart Series (Checkout not started)
  • Browse Abandonment Series
  • Post Purchase Series
  • Back in Stock Series
  • Lapsed Customer Series

Plus, we also revamped their loyalty program and automated their influencer marketing strategy with Gatsby, and introduced SMS. While we’ve also got to leave something to the imagination, we’ll walk you through a few highlights. 

Data Capture
Our first point of action was implementing key Data Capture points. We split these forms into three target groups: new visitors, returning visitors, and visitors displaying intent to exit the website. We used these multi-step forms as an opportunity to collect customer preferences so that we could target them with personalized content. 

We then introduced an additional two Data Capture forms — this time, making them hyper-targeted to two groups: Pokémon fans, and NBA fans. We included relevant imagery, and used messaging targeted at each group. 

Next, we introduced an SMS-focused Data Capture form. While the other five forms had SMS as optional, this new form had SMS as a requirement. To entice customers to opt-in to SMS, we offered a free ~mystery~ pack of cards when they signed up. Bribery; works (almost) every time. 

Data Capture Forms

Nurture Series
One of the most (if not most) important automations an eCommerce store needs is the Nurture Series. As the name suggests, this series is your opportunity to nurture your customers into their first purchase. To ensure Cherry’s new sign-ups were given the full introduction to the brand, we included content such as: brand story, product education (particularly on Cherry’s live breaks), rewards program information, and customer reviews. We were sure to also split customers up based on the incentive they signed up with ($10, $20, or mystery card pack) and showed product recommendations based on their registered interests as collected in the Data Capture forms. For customers who signed up via a non-incentivized form, we introduced a discount further down the automation to give a final push to purchase. 


Abandoned Cart Series
To reduce cart abandonment, we reworked Cherry’s original Abandoned Cart strategy to split the automation into two series:

  1. Added to Cart (with the Klaviyo trigger of ‘Added to Cart’)
  2. Abandoned Cart (with the trigger of ‘Checkout Started’)

The difference between these two series being that the Added to Cart customers were yet to start their checkout, whereas the Abandoned Cart customers had made it to the checkout but didn’t complete their purchase. 

The Added to Cart automation was a three part series that introduced incentives to only first and second time purchasers to protect margins. Similarly, the Abandoned Cart series took a multi-step approach, testing time delays, and discounts based on cart contents (not cart value). 

Post Purchase Series
Merchants can often be so focused on getting customers to the checkout that they forget to follow up with a Post Purchase experience. A Post Purchase series is a key opportunity to drive repeat purchase through a series of well-timed, targeted emails. 

For Cherry, we used this series to cross-sell and promote product ranges that the customer may not have been introduced to yet. To ensure customers were given a personalized journey, we split this automation into three customer groups: 1 order, 2 orders, and 2+ orders over all time.  We used messaging geared towards these customer groups to strengthen the customer relationship. Messaging in this series also included: loyalty program information, referral program introduction, education on Live Breaks, and incentives to repeat purchase. 


Data found by Shopify indicates that eCommerce merchants on average have a return customer rate of 28.2%. Over a twelve month period, Cherry hit that number out of the park with a result of 45.13%. Over the results period, Cherry also saw a total increase in orders by 28% and an increase in online store conversion rate by 61%. 

Here’s how a few of our Automations helped to achieve these stellar results against the Klaviyo Benchmarks:


Nurture Series

  • Conversion Rate: 2.52X the Klaviyo benchmark
  • Revenue Per Recipient: 4.82X the Klaviyo benchmark


Abandoned Cart:

  • Conversion Rate: 1.6X the Klaviyo benchmark
  • Revenue Per Recipient: 3.8X the Klaviyo benchmark


Browse Abandonment:

  • Conversion Rate: 4.8X the Klaviyo benchmark
  • Revenue Per Recipient: 18.85X the Klaviyo benchmark


Post Purchase

  • Conversion Rate: 7.85X the Klaviyo benchmark
  • Revenue Per Recipient: 97.2X the Klaviyo benchmark

The automations we implemented for Cherry Collectables have performed exceptionally well to date. By utilizing customer profiling and segmentation, Andzen has been able to deliver a stellar customer journey for Cherry’s customers.

Results taken over a 12 month period from 29/08/22 to 29/08/23.

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Improve Cherry’s customer journey

Migrate over to Klaviyo and implement a series of data capture forms and automations (both email and SMS)


  • 28% increase in total orders
  • 45.13% return customer rate
  • 61% increase in online store conversion rate