How a Tiered Discount Strategy Increased AOV by 15% for Clare

A single, flat-rate discount for a multi-day sale like BFCM leaves money on the table. For paint brand Clare, IM Digital implemented a dynamic, two-phase tiered offer using Klaviyo. The strategy began with a 20% discount with a minimum spend to increase initial basket size. It then escalated to a targeted 30% off offer sent only to engaged-but-unconverted shoppers. This approach increased Average Order Value (AOV) by 14.74% and drove an 18.6% lift in total campaign revenue, proving a tiered strategy can significantly outperform a flat discount.

I bet you didn't know that personalized discounts drive conversions, did you? Okay, okay, you did. But what about a flat discount sent to everyone at once?

The "flat rate" action leaves a lot of value uncaptured, especially over a multi-day holiday sale where customer intent shifts by the hour. The shopper browsing on Friday morning is in a very different mindset than the one who's been sitting on a full cart until the night of Cyber Monday.

For BFCM 2025, IM Digital worked with paint brand Clare on a smarter approach: a two-phase, tiered offer built and deployed through Klaviyo email campaigns, designed to move with the customer rather than treat everyone the same.

From Broad Appeal to Targeted Urgency: A Two-Phase Strategy

The team split the sale into two distinct moves to escalate the offer as the window closed.

Phase One: The Weekend Fire

The first phase was a 20% discount on all orders with a $100 minimum spend, sent to Clare's entire list. The minimum spend was the quiet workhorse here. Instead of just discounting, it nudged customers to build a bigger basket to qualify for the deal, a small idea most miss out on during BFCM.

Phase Two: Targeting the Click

For the final push, the deal escalated to 30% off with the same $100 minimum, but this time it was sent only to a targeted segment of people who had clicked but not purchased in the last three months.

This second move created genuine urgency while giving hesitant shoppers a reason to act. And it aimed the deeper discount only at warm-but-unconverted shoppers, rather than burning margin on the full list (and not to make those customers mad for effectively losing out on an extra 10% off).

"By implementing a dynamic, multi-day tiered offer strategy, we proved we could effectively encourage customers to spend more during the crucial holiday sale. This win proves that using Klaviyo to deploy a dynamic, tiered offer is a powerful lever for increasing both AOV and overall revenue."

Raquel Martin, (Previously) Marketing Specialist at IM Digital

Raquel Martin is a certified Klaviyo specialist who worked at IM Digital, focusing on creating data-driven email and SMS marketing strategies that enhance customer lifecycle value for e-commerce brands.

This type of hands-on, dynamic management is a core component of our full-service partnerships.

Measuring the Impact of the Tiered Offer

The strategic segmentation delivered a significant lift across key metrics, most notably in Average Order Value (AOV).

This AOV lift was a primary driver for the campaign's overall financial success, which included:

• An 18.6% increase in total campaign revenue year-over-year.
• $7,369 in revenue from the "BF Launch" anchor campaign.
• $5,121 in additional revenue from the "CM Last Chance" campaign.

These results show the power of engineering a strategy that directly impacts growth.

Why a Dynamic, Tiered Strategy Wins

You're playing a jigsaw puzzle. The puzzle pieces showed the minimum spend gave customers a reason to add one more item to the cart, finishing their personal jigsaw. The escalating discount gave hesitant shoppers that FOMO push to act before the deal expired. And the segmentation made sure the richest offer went only to the people most likely to need a final nudge while protecting margin everywhere else.

A single flat discount treats every customer the same. A tiered strategy meets them where they are and gets more ROI on their BFCM campaign.