They’re Telling You What They Want. Watch Where They Browse.

TL;DR: Browse behaviour is zero-effort segmentation: the collection someone keeps returning to is a declared interest, no quiz required.

From the audit vault: From an audit of a homeware retailer with hundreds of SKUs: a visitor who browses the living-room collection three times is a living-room customer, and can be welcomed as one.

The data you already collect

With Klaviyo and Shopify integrated, every viewed product and collection is already on the profile. Most brands never use it. A simple rule, like three views of one collection, is enough to classify interest with confidence.

Branch the journeys on it

Route the living-room browser into a living-room welcome, recommend from the collection they actually looked at, and let campaigns respect the same signal. For large catalogues, work at collection level first: per-product granularity can come later, once volume justifies it.

Layer it with declared data

Browsing corroborates or corrects what the signup question captured. Someone who said “gifts” but browses tableware weekly has told you something new. Let the freshest strong signal win.