Overview

Abbott Lyon runs verified closed user group offers for key workers, students and social media followers through Gocertify. The personalised jewellery market is crowded and competitive, and shoppers often search for a discount before they buy. Abbott Lyon wanted to reach these shoppers directly instead of relying on third parties to send them through the wrong offers.

Since launching with Gocertify in 2021, Abbott Lyon has turned closed-group demand into a reliable sales channel. It now converts 41% of clicks to sales across all groups, 71% of those shoppers are new customers, and thousands of new subscribers have been captured into its Klaviyo CRM.

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Background

Abbott Lyon is a personalised luxury jewellery and accessories retailer that launched in 2014 and grew quickly into a household name. During the COVID-19 pandemic, the brand began looking for new ways to diversify its affiliate programme, with a particular focus on the closed user group space.

The challenges the brand needed to solve were clear. Abbott Lyon wanted to give back to important groups such as key workers, and it wanted to explore new audiences such as its social media followers. It also needed control over which offers shoppers saw, because third-party sites could push users towards incorrect or outdated discounts. Finally, it needed a way to build first-party data ahead of the upcoming cookie changes.

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Strategy and execution

Abbott Lyon and Gocertify built a programme that puts verified offers on the brand’s own site and keeps the brand in control of every offer.

- Verified offers for key groups. Abbott Lyon offers verified discounts to key workers and students, with Gocertify handling verification on-site.

- Social follower rewards. The brand extended verification to its social media followers, giving its community an exclusive reason to buy direct.

- White-label offers. Gocertify’s white-label solution gives Abbott Lyon full creative control over which offers appear in front of shoppers. This removes the brand’s reliance on third parties that could drive users through incorrect offers.

- SEO-led discoverability. Abbott Lyon’s verified offer pages rank #1 on Google for brand discount search terms. This matters in the jewellery market, where competition for discount searches is high.

Integrations

Abbott Lyon uses Gocertify’s DataCapture feature, which integrates directly with its Klaviyo CRM. Verified shoppers are added to the CRM at the point of verification, giving the brand enriched first-party data it can remarket to straight away. Personalised messaging to these shoppers drives even higher conversion rates.

Results

The programme has given Abbott Lyon a growing source of new customers and an owned audience it can market to directly.

- 41% click-to-sale rate across all verified groups.

- 71% new customers from Gocertify, showing the programme reaches shoppers who had not bought from Abbott Lyon before.

- #1 ranking on Google for brand discount search terms.

- Thousands of new subscribers captured into Klaviyo through DataCapture.

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