Understand today’s omnichannel reality
Create a unified customer view
Orchestrate omnichannel campaigns
Automate lifecycle management
Leverage AI to fuel it all

1. Understand today’s omnichannel shopping reality

According to Klaviyo’s 2025 omnichannel shopping survey, 77% of omnichannel shoppers use 3–4 channels to research and make purchases. And millennials and high-income shoppers are more likely than the general public to use even more.

Customers not only research products and services on different channels than the ones they use to buy. Their preferences also differ by category. Here are the top channels for browsing and for purchasing, according to Klaviyo’s 2025 omnichannel shopping survey:

2. Unify your data in a single source of truth

According to Klaviyo’s state of B2C marketing report, the average B2C brand’s tech stack is made up of 6–15 tools. When these tools aren’t connected, brands risk:

• Data silos that make targeting and personalization difficult
• Repetitive or inconsistent messaging across channels
• Subpar segmentation because customer actions aren’t shared across systems
• Incomplete attribution that can’t discern which marketing activity resulted in customer action

By contrast, when all your data is unified in a B2C CRM, you gain not only cross-team visibility into every interaction your audience has had with your brand across physical and digital channels. You also gain the ability to act on it to build a truly exceptional customer experience. 

Here are just a few examples of the kinds of personalized, omnichannel customer experiences you can create when you’re working from a single customer view:

• When a customer starts a return, suppress them from upcoming promotional campaigns until their return is resolved.
• When a customer browsing your website asks a question in live chat about a clothing size, notify them via text several days later that their size is back in stock.
• When a customer makes an in-store purchase, their profile automatically updates, triggering a next-day email promoting a complementary item.

The team at McConnell’s Fine Ice Creams, for example, “wanted the customer journey to feel the same for scoop shop and online customers,” says Kerri McDonald, co-founder of The Greenhouse, the digital marketing agency McConnell’s teamed up with.

When McConnell’s consolidated data from their POS, online delivery, and ecommerce systems under one roof, they were able to:

• Send scoop shop customers offers for online delivery orders.
• Tailor messaging and CTAs to customers’ preferred purchasing channels.
• Attribute in-person scoop shop sales to email campaigns.

3. Manage campaigns from a unified hub for real-time omnichannel orchestration

Once you’ve got centralized data, segmentation capabilities, and a way to monitor performance, you’re ready to run your first omnichannel campaign.

Define campaign type and segments

First, define the purpose of your omnichannel campaign. Here are a few ideas to get you started:

• Brand awareness: announcements or business updates, behind-the-scenes or “how we made this” content, philanthropy initiatives, social proof
• Product promotions: new product or bundle launches, curated collections, product spotlights on bestselling or seasonal items
• Offers: seasonal sales, flash sales, VIP discounts, deal of the month, new items added to clearance, and more

Then, choose your segments. Tailor each campaign to the portion of your audience most likely to care about it. For example:

• Early access to flash sales for VIP customers
• Back-in-stock promotions for frequent shoppers
• In-store events for customers within 25 miles of physical locations

Finally, plan out your messaging. Here are a few ideas to get you started:

• Write campaign messaging for each channel you’re using, taking advantage of personalization when possible.
• Leverage templates to speed up the creative process.
• Create CTAs aligned to devices and platforms—for example, link to your mobile website, not the desktop version, from a text message.

Coordinate launch across channels

Next, orchestrate your campaign by determining which messages you’ll send and which channels you’ll send them on: email, text messaging, WhatsApp, mobile app messaging, physical locations, etc.

Let’s say you’re launching a new product. You might:

• Send an “official” product announcement to all or a majority of your engaged subscribers. 
• Place social ads, and retarget subscribers who have viewed the product. 
• Send a text containing a direct purchase link to the segments most likely to buy—perhaps they’ve purchased complementary products in the past, have a history of trying out new products, or are regular shoppers.
• On the in-person side, create in-store displays and educate staff on the new product or line. 
• Using geotargeting, trigger push notifications to mobile app users who enter a store that carries the product. 

Health supplement and snack brand Happy Way, for example, built an omnichannel strategy for the 2023 BFCM season. By segmenting customers based on channel and dietary preferences, the brand sent more relevant offers, bundles, and recommendations to various customer segments.

Happy Way also sent final-hour sale reminders via SMS to prompt immediate action, and long-form sale announcements from their CEO as plain text emails. These strategies contributed to $350,000+ in Klaviyo-attributed revenue during BFCM 2023.

Similarly, luxury beauty brand Tatcha took an omnichannel approach to improve their annual New Year’s event in 2025. The Tatcha team amplified and optimized their promotions across channels by:

• Growing email and SMS lists and sending campaigns at just the right moment
• Highlighting social media unboxing content via email
• Creating lookalike audiences and excluding recent purchasers from paid media
• Sending campaigns to engaged segments, but also less-engaged segments of customers who previously bought featured products

Tatcha’s 2025 New Year’s event exceeded expectations, with ecommerce revenue up 20% YoY.

Optimize campaigns in real time

Performance measurement is the last step to understanding omnichannel campaign performance so you can make improvements. 

Optimization starts in the campaign planning phase. Create multiple versions of email and text messages, then A/B test each message with a portion of your intended audience to figure out which will perform better.

Once you’ve launched a campaign, track the KPIs that make sense depending on your goals. That might mean:

• General KPIs: deliverability, unsubscribe rate, open rate
• Brand awareness: click rate, bounce rate, “active on site” time, engagement over time
• Promotions or offers: conversion rate, revenue per recipient, average order value

Drill down and analyze not just overall campaign performance, but individual components and key touchpoints across channels.

Your attribution model matters a lot, here. While last-click attribution is the most common model, it’s not realistic for today’s customer journey. Instead of over-crediting the last interaction, omnichannel, linear multi-touch attribution spreads the credit evenly across all meaningful touchpoints, paid or owned.

4. Automate lifecycle management across marketing and customer support

Beyond dedicated campaigns, brands should use automation triggered by customer behavior to manage the entire customer lifecycle, from marketing to support. Here’s how to get started:

Channel-specific welcome flows with cross-channel coordination

• Channel-specific welcome series: Send a welcome flow to new subscribers on the channel they subscribed on. Welcome series are new subscribers’ first impression of your brand and should introduce products, gather subscribers’ preferences for channels and frequency of subsequent messages, and encourage conversion.
• Cross-channel coordination: If new subscribers sign up for multiple channels, such as SMS or WhatsApp in addition to email, send a coordinated (not duplicate) welcome series across those channels.

Use the insights from email engagement to inform your text messaging strategy, and vice versa. Maybe discount codes are getting lost in subscribers’ inboxes—try sending them via mobile push, RCS, or WhatsApp to see if conversions improve there.

Educational post-purchase flows

• Email: Send detailed guides via email to customers who just purchased a product.
• Text messaging: Follow up with quick, actionable tips in SMS form, or send a how-to video via RCS. 
• WhatsApp: Check in on whether a customer is enjoying their new product. This might look like a conversational survey with numbered answers that a customer can respond to without ever leaving the messaging app.
• Push notifications: Promote complementary products to customers who have recently received orders.

Coordinate timing to avoid overwhelming your customers. Understand your products’ typical time to value, and design your cadence accordingly.

VIP/loyalty outreach for frequent shoppers and big spenders

• Email: Ask VIP customers (those who have passed a spending or purchase frequency threshold, or have joined a loyalty program) to leave a review or refer your business to a friend.
• Text messaging: Notify VIPs when they have reached a new loyalty tier or have early access to sales.
• WhatsApp: Automate conversations with VIPs by setting up smart, logic-based flows that guide them through FAQs, product recommendations, or purchase decisions.
• Push notifications: Alert VIPs when they have benefits to redeem and when benefits are about to expire.

Use segmentation to personalize all communications and make VIPs feel like they’re part of a special tier of customers.

On-demand customer support

• Website: Install an AI service agent that offers real-time support while shoppers are browsing, and create dedicated account pages with clear instructions on how to get help with a product or order.
• Text messaging: Update customers as support tickets receive attention.
• WhatsApp: Nurture two-way, ongoing conversations where customers can reply, ask questions, browse a carousel of products, and complete a purchase—all within the same thread.
• Email: Ask for post-support feedback once issues are resolved.

Create a single view of customer support communications across channels so customer service reps can easily pick up any conversation from where it left off.

5. Use AI for cross-channel personalization and efficiencies

According to Klaviyo’s 2025 BFCM forecast, 62% of consumers prefer having AI remember their past purchases and preferences over explaining them to a sales associate—and millennials and high-income shoppers are even more likely to prefer AI.

As AI capabilities get more sophisticated and consumers get more comfortable with these tools, here are just a few ways brands can use AI to round out their omnichannel marketing strategy:

• Cross-channel product recommendations: Create AI-powered product feeds that recommend products a customer may like and add them to campaigns and automated flows, based on a customer’s previous purchases and their similarities to other customers.
• Intelligent channel orchestration: AI-powered channel affinity evaluates how likely it is that a customer will engage with your next message on a particular channel, then makes recommendations accordingly.
• Predictive cross-channel journeys: Use predictive analytics to learn a customer’s projected CLV, likelihood to churn, expected next order date, and more, then tailor cross-channel messaging accordingly.

• True 1:1 personalization: When A/B testing messages, AI can search for patterns among recipients who interact with the test sends. After the testing period is over, AI can predict which variation will perform better for each remaining individual recipient, then send accordingly.
• Content creation: Generative AI can save you serious save time building flows and segments from natural language prompts, developing email layouts and subject lines, and writing text message copy and replies to customer reviews.
• AI-enhanced customer service: AI virtual assistants can help site visitors quickly get answers to their questions as they browse your website, while making recommendations to drive conversions.

Klaviyo is the only CRM built for B2C

Build your 6- to 12-month roadmap for effective omnichannel retailing with these strategies, and execute your plan with Klaviyo—the only CRM built for B2C brands. With WhatsApp, RCS, SMS, MMS, email, and push and in-app messaging under one roof, Klaviyo takes you beyond siloed sends so you can spark conversations that convert.

Klaviyo’s omnichannel campaign builder helps marketers design multi-segment, multi-message campaigns across email, text, push, and WhatsApp from a single visual interface. Here’s what it helps you achieve:

• Plan, collaborate, and schedule campaigns with full visibility into which audiences get which message, when, and where.
• Maximize conversion with channel affinity, which automatically sends messages through optimal channels based on customer profile data, preferences, and real-time engagement patterns.
• Track campaign effectiveness with both high-level aggregate results and granular, message-specific metrics.

Klaviyo unifies marketers and service teams with the data they need and empowers brands to move beyond disconnected campaigns and fragmented support, all with AI at the center.