Omnichannel marketing examples that actually work in 2025

The more disconnected your channels are, the harder it is to guide customers toward purchase.

Every time your channels aren’t aligned, you’re asking customers to work harder to buy from you. And it’s often these clunky transitions that break the journey.

When customers’ experiences between channels aren’t cohesive—like clicking a personalized text message offer, only to find a generic product page when the app opens—the moment to convert slips away.

Plus, shoppers are using more touchpoints than ever. According to ShipStation research, 75% of consumers are already omnichannel shoppers.

Klaviyo’s online shopping report, meanwhile, found that 77% of omnichannel consumers use 3–4 channels when buying non-essential products. And the same research shows that the way they browse vs. the way they buy varies significantly across industries:

While multi-channel marketing gets you in front of customers across channels, omnichannel marketing goes further by integrating data across them to deliver consistent, personalized experiences.

Customer journeys aren’t linear. But they can still feel cohesive.

Here, we explore 9 real-life omnichannel marketing examples that prove how connected strategies drive higher engagement, increased sales, and stronger retention.

1. Culture Kings grows SMS engagement with unified messaging

Australian streetwear brand Culture Kings needed a way to deliver personalized, relevant messages to millions of customers across multiple channels while respecting individual preferences.

Disconnected platforms made it difficult to track preferences, performance, and accurately attribute conversions to SMS or email marketing.

Strategy: Culture Kings consolidated email and text message marketing in Klaviyo to improve attribution and deliver personalized messaging to millions of customers across Australia, New Zealand, and the US.

“We have over 8 million customers and thousands of different audience segments with unique interests,” says Jarrod Hinvest, head of ecommerce at Culture Kings. “Our aim is to ensure every customer feels like we’re talking directly to them and replicating that personalized in-store experience online.”

With both channels under one roof, the team can accurately track customer engagement across SMS and email. This helps them create omnichannel automated flows that consider each subscriber’s channel preferences, product interests, and behaviors.

Wins: After bringing SMS and email together in Klaviyo, Culture Kings achieved:

• 338% YoY increase in global SMS click rate
• 43% decrease in SMS campaign unsubscribe rate in Australia

Takeaway: Brands that integrate their email and text message marketing can eliminate data silos to deliver smarter, more coordinated messaging that truly resonates with customers.

2. McConnell’s uses integrated channel data to create connected customer journeys

McConnell’s Fine Ice Creams needed a way to connect data across their ecommerce store, 9 brick-and-mortar scoop shops, and third-party delivery and POS platforms.

Without a unified view, it was hard to track customers and visitor behavior or measure the impact of their marketing messages across revenue channels.

Strategy: When McConnell’s connected Shopify ecommerce, Square POS, and Olo delivery data in Klaviyo, they gained a complete view of customer activity—whether someone made a purchase in-person, online, or via delivery. This unified data allowed the team create automated flows tailored to first-time in-store visitors and nurture delivery customers with targeted messaging.

Wins: With integrated retail channel data, McConnell’s achieved:

• 55x Klaviyo ROI in the first year using Olo and Square integrations
• 8x+ YoY growth in POS revenue from Klaviyo email flows

Takeaway: Unifying online, in-store, and delivery data helps brands create cohesive customer experiences and nurture every customer segment with relevant, timely marketing.

3. Marine Layer creates a cohesive brand experience across 45+ stores

Apparel brand Marine Layer wanted to create unified, personalized experiences for their most valued customers—those who shop both online and in-store. But disconnected data systems made it difficult to deliver a cohesive brand experience across channels.

Strategy: After integrating POS data from NewStore and purchasing data from Shopify Plus in Klaviyo, Marine Layer activated different welcome flows for online and in-store subscribers. This enabled them to tailor onboarding and messaging based on customers’ preferred shopping channels while maintaining a consistent overall brand experience across 45+ retail stores and their online store.

Wins: Marine Layer’s omnichannel marketing efforts have driven impressive results:

• 40% YoY growth in Klaviyo-attributed revenue
• 46% growth in email subscribers in November 2023

Takeaway: By customizing onboarding and messaging to match customers’ initial engagement channels, brands can deliver more relevant experiences that increase email sign-ups and drive revenue growth.

4. Jenni Kayne’s VIP treatment bridges online and in-store experiences

Luxury apparel and home brand Jenni Kayne wanted their marketing to reflect the quality and price point of their products. But their existing email strategy—sending as many as 3 campaigns per day during peak seasons—risked overwhelming customers and diluting the brand. They needed a way to scale back send frequency without sacrificing revenue growth.

Strategy: Jenni Kayne adopted a more personalized email strategy that connects online and offline shopping experiences.

When a customer near a store abandons a $5,000+ cart, Klaviyo alerts the local store manager to follow up with 1:1 outreach, creating bespoke, high-touch moments that align with the brand’s premium feel. The team also uses email to encourage in-person shopping by sending online shoppers discount codes they can only redeem in-store.

Interest-based segmentation (based on shopper interests in apparel vs. home products) also helps the brand create more intentional, relevant campaigns—aligning with the refined, elevated experience customers expect from a luxury brand.

Wins: Jenni Kayne saw measurable impact from shifting their strategy:

• 14.5% YoY increase in email revenue
• 35% YoY increase in campaign click rate

Takeaway: When brands use customer data and purchase insights to identify their VIPs, they can build audience-specific cross-channel experiences. These high-touch moments help foster engagement and maximize revenue.

5. Happy Wax unifies email, SMS, and reviews for better personalization

Soy wax melt brand Happy Wax managed their email, SMS, and reviews on 3 separate platforms. This disconnected set-up led to data silos and unclear attribution, and it limited their ability to act on engagement data.

Strategy: Now that Happy Wax has integrated email, reviews, and text message marketing in Klaviyo, they use Klaviyo AI to personalize review follow-up flows based on review sentiment and advanced segmentation to organize customers by preferred channel. Plus, they can pull preference data from sources like their scent quiz into customer profiles to tailor future messaging.

Wins: Here’s what Happy Wax achieved when they changed their approach:

• 10% savings on total cost of ownership by switching SMS and reviews to Klaviyo
• 18% YoY growth in revenue from Klaviyo SMS in August 2024

Takeaway: Consolidating channels made it easier to act on customer data. “Everything is just so much more tailored to the customer,” says Rachel Fagan, VP of marketing at Happy Wax, “which then increases loyalty, purchase frequency, and will also affect our lifetime value.”

6. CABAIA personalizes experiences across European markets

With over 30 stores across Europe (and counting), accessories brand CABAIA wanted to deliver more personalized messaging. But with segmentation based solely on email engagement, they struggled to personalize communications based on other insights, like product interest or location.

Strategy: After integrating Shopify POS and Klaviyo, the team can now geotag every customer who visits a store to inform hyper-localized messaging, like personalizing content in email footers. When a new store opens, they create localized segments to build anticipation about the opening and engage the database.

CABAIA also uses Klaviyo to create detailed customer segments based on purchase history, brand interactions, support tickets, and online activity, which fuel personalized marketing across channels.

Wins: This is what CABAIA achieved post-integration:

• 28% increase in Klaviyo flow recipients YoY
• 2x average industry click rate for Klaviyo flows

Takeaway: Personalized, location-aware engagement can transform multi-region marketing into authentic connections that drive sales and retention.

7. Gozney builds a global community around outdoor cooking

Pizza oven company Gozney relied on basic email flows and lacked product-specific post-purchase messaging that limited engagement and retention. As they launched new products and expanded to 7 global Klaviyo accounts, they needed a more personalized approach to drive referrals and repeat purchases worldwide.

Strategy: Gozney used advanced segmentation through Advanced Klaviyo Data Platform to power personalized and educational messaging across global markets. For example: they targeted existing oven buyers with up-sell campaigns by sending SMS messages to engage mobile browsers.

Wins: With this approach, Gozney achieved:

• 32% increase in SMS average order value QoQ
• 29% YoY increase in Klaviyo-attributed revenue in 2024

Takeaway: Brands that connect with enthusiast communities through personalized, omnichannel outreach can create customer experiences that deepen loyalty and improve retention over time.

8. Balique personalizes email and WhatsApp with quiz data

Haircare brand Balique wanted to guide customers to the right haircare products through personalized quizzes. But they lacked the tools to turn quiz insights into 1:1 marketing.

Strategy: Balique integrated zero-party customer data from their Typeform-powered hair quiz into automated omnichannel flows across email and WhatsApp. These insights fuel the delivery of personalized product recommendations and expert tips that feel relevant across channels.

Wins: With more personalized marketing, Balique achieved:

• 50% of revenue attributed to email
• 16% conversion rate for abandoned check-out flow

Takeaway: Interactive content like quizzes can surface valuable zero-party data to fuel personalization across all marketing channels.

9. Mira connects app data with marketing for more relevant messaging

Fertility tracker Mira had multiple entry points into their email and SMS program, including their app, blog, and webinars. But once someone signed up, they received generic messaging that didn’t always resonate.

Strategy: Mira integrated their mobile app with Klaviyo to provide personalized health insights and recommendations in email and SMS marketing. Mira’s app now triggers tailored email and SMS flows that onboard users, capture behavioral insights, and re-engage inactive customers, while smart targeting prevents repetitive or irrelevant messaging.

Wins: By leveraging data-driven personalization and omnichannel automation, Mira achieved:

• 52% of revenue attributed to email and SMS marketing
• 252% email revenue growth within 6 months across 5 countries
• 50% of email revenue generated from automated flows

Takeaway: App-based businesses can create powerful omnichannel experiences by connecting usage data with marketing channels.

How Klaviyo can help you get started with omnichannel marketing

Customers don’t shop in silos anymore, which means omnichannel marketing isn’t optional—it’s key to competing.

Successful omnichannel marketing starts with unified customer data. With every touchpoint connected, brands can track the full customer journey—from first interaction to repeat purchase—and keep up with customers as their behaviors change.

And with an integrated omnichannel tech stack, marketers can deliver consistent, relevant experiences at every stage of the customer journey, and at scale.

Klaviyo B2C CRM is a single, omnichannel marketing platform that brings it all together:

• AI-powered channel affinity that learns how each customer interacts with various channels email
• Multi-audience, multi-message campaigns
• 350+ integrations that turn customer data into personalized journeys at scale
• Multi-touch attribution that tracks the full customer journey

One platform. Every touchpoint. All in sync.