Behaviour-triggered content is email or on-site content selected in response to what a shopper actually did: browsed a category, abandoned a cart, viewed a product repeatedly, or completed a purchase. For a merchant running a single store this is straightforward. For one running several brands, domains, or catalogs, the challenge is applying the same triggering logic per brand without rebuilding it each time and without sending a shopper a product from the wrong catalog.
What behaviour-triggered means in practice
The signal comes from the storefront. A shopper browses the homeware section, and a follow-up email leads with homeware. A shopper abandons a cart, and a reminder shows the exact items left behind. Hello Retail Triggered Emails sends behaviour-driven emails such as abandoned-cart and browse-abandonment flows from data captured on the storefront, which is what makes the content responsive rather than generic.
The multi-brand complication
Running multiple brands multiplies every moving part. Each brand has its own catalog, its own domain, often its own market and language, and sometimes its own inventory. Without a shared layer, teams end up duplicating flows per brand, and the duplication is where drift and error creep in: a block points at the wrong feed, a segment leaks across brands, a translation is missed.
One profile, many catalogs
The way through is a single behavioural and audience layer that resolves per brand. Hello Retail Audience segments shoppers and exposes those segments to downstream marketing channels for targeting. Hello Retail Product Recommendations rank products per shopper using behavioural signals, and Hello Retail Product Intelligence enriches each catalog with attributes derived from product images and descriptions so the right products are available to feature in each brand. Hello Retail Search delivers a personalised on-site search experience built on the same behavioural signals, so the profile that drives email also drives discovery on each storefront. Where the send happens in Klaviyo, Hello Retail integrates with Klaviyo so that audience segments and behavioural signals flow into Klaviyo flows and campaigns. The triggering logic is defined once and the products, language, and inventory resolve to the correct brand.
A practical setup checklist
For a multi-brand programme, confirm:
- Brand-scoped catalogs: each brand’s products carry complete, standardised attributes so blocks resolve to real items.
- Segment isolation: audiences are scoped so a signal from one brand does not trigger content for another.
- Shared triggering logic: flows such as browse-abandonment are built once and parameterised by brand, not copied.
- Language and market handling: each brand’s content resolves in its market language.
- Channel handoff: segments and signals reach the sending tool cleanly for every brand.