Monster Piercing Turned Abandoned Carts Into a 2.4x Recovery Rate by Paired Channel

About Monster Piercing

Monster Piercing is a UK-based body jewellery brand that manufactures its own pieces in-house, from everyday studs and hoops to statement barbells across surgical steel, titanium, and 14K gold. The brand covers the full range of piercing types and placements, including lobe, septum, helix, tragus, conch, daith, rook, navel, and nose, and pairs its jewellery line with aftercare products such as healing oils, saline sprays, and polishing kits. With a 4.75-star rating across nearly 850 reviews, Monster Piercing has built its reputation on skin-safe, hypoallergenic materials and dependable UK shipping and service.

Before adding WhatsApp and AI voice, email marketing ran through Klaviyo, the brand's system of record for newsletters, welcome series, and lifecycle campaigns. Klaviyo remained well-configured throughout this project; the gap it exposed wasn't in campaign setup, it was in the channel itself.

The Challenge: Why Email Couldn't Recover Piercing and Jewelry Carts

Body jewellery is not an impulse buy in the way a t-shirt or a phone case is. Before a customer completes checkout, they're usually working through questions that carry real stakes: Is this titanium or a mixed alloy? Will 14K gold irritate a fresh piercing? Is 16-gauge the right fit for my second lobe hole? How long until I can change this out during healing? Those questions surface right at the point of purchase, and if they go unanswered in the moment, the cart sits abandoned.

The 8% problem

That's the exact moment email fails. An abandoned cart flow that lands in an inbox hours later, in a market where UK shoppers routinely ignore marketing email, arrives long after the customer has already lost the thread or moved to a competitor who answered faster. Monster Piercing's Klaviyo flows were well-built, but the channel itself couldn't close a gap that's specific to piercing and jewelry purchases: safety and fit questions that need a real-time answer, not a follow-up email. The numbers confirmed it. Cart recovery through email sat at just 8%, solid campaign mechanics, working against the wrong channel for a UK, mobile-first audience buying something that goes on, or through, their skin.

"We had the flows, the segments, the automations, all of it set up properly in Klaviyo. But most of our customers in the UK just don't open marketing emails the way you'd hope. Someone's about to buy a piece, they've got a question about the material or the sizing, and if we can't answer it right then, they're gone. That gap was costing us conversions every single day."

The Solution: Pairing AI Voice Calls with WhatsApp

Monster Piercing kept Klaviyo for email and layered in Kovax, a paired WhatsApp and AI voice call channel, to cover the moment email couldn't: the window right after cart abandonment when a fast, direct answer decides whether the sale happens.

How the AI voice and WhatsApp pairing works

The flow works as a sequence, not a single channel. When a cart is abandoned, Kovax's AI voice agent calls the customer first, a human-feeling touchpoint that email can't replicate. If the call doesn't close the recovery on the spot, the conversation continues and concludes over WhatsApp, giving the customer a written record, product links, and an easy way to finish checkout on their own time. In the sample reviewed for this case study, 8 of 12 AI voice calls converted directly into a recovered order, evidence that the call itself, not just the WhatsApp follow-up, does real work in closing the sale.

What the AI agent handles beyond cart recovery

The AI agent isn't reading from a script. It was trained on Monster Piercing's product catalog from day one, so it can answer the same questions that were stalling checkouts by email: material composition, hypoallergenic options, gauge and sizing, and aftercare. The same agent also fields WISMO ("where is my order") calls and general product inquiries, which had previously landed on the support team's plate. Shopify order data syncs into Kovax automatically, so every abandoned cart, delivery question, and inquiry is triggered off live store activity, with no manual list-building or handoffs required.

"Before this, someone on the team was manually chasing abandoned carts and fielding the same 'is this safe for sensitive skin' questions on repeat. Now the AI handles the first call and WhatsApp picks it up from there. We're not doing that manual work anymore, and customers are actually getting answers fast enough to buy."

Built to Plug Directly Into Shopify

Shopify runs as Monster Piercing's ecommerce hub, and Kovax was built to plug directly into it rather than sit as a separate system, pulling order and customer data straight from the store. One source of truth for orders, and a team that doesn't have to stitch data together across five different tools. See the full list of Kovax's integrations, including Shopify and Klaviyo.

Related reading: Recover abandoned carts by phone · How Eeveve cut cost-per-call with Voice AI