Boston Proper nurtures loyalists by ramping personalization with consolidated CRM
2M
active customer profiles in Klaviyo
54%
of ecommerce revenue from Klaviyo in 2025
78%
of ecommerce conversions in 2025 from repeat purchasers
Boston Proper has been making stylish apparel for women 40 and over for more than 3 decades, and they’ve earned a loyal following with their exclusive prints and fabrics. Originally a catalog-driven business, Boston Proper now operates as a DTC apparel brand with an ecommerce store. They run their digital marketing orchestrated through Klaviyo, the autonomous B2C CRM.
Learn how Boston Proper clarified their view of their customers with Klaviyo
Challenge: A foggy, fragmented customer journey
Boston Proper debuts new styles more than 10 times a year, and supporting that new release cadence with paid ads alone would be unsustainably expensive.
“Our goal is to activate and nurture relationships with our customers across our organic and owned marketing channels,” explains Matt Verrecchia, Boston Proper’s senior director of integrated marketing.
Marketing saw an opportunity to nurture loyalty, and boost cost-effectiveness, by personalizing the customer journey on owned channels.
There was just one problem: Boston Proper’s could only get a foggy view of their customer journey.
They ran email and SMS marketing on two separate platforms, Listrak and Attentive, which meant they couldn’t easily tell which touchpoints a given customer had seen, let alone which ones had resonated.
The team struggled to coordinate messaging across channels, missing channel affinity cues and sending redundant email and SMS messages to dual subscribers. Revenue attribution required manual calculation and guesswork, and basic optimization felt out of reach.
“The fractured infrastructure was a pain point,” Verrecchia reports. “We wanted to make email and SMS more effective.”
The fractured infrastructure was a pain point. We wanted to make email and SMS more effective.
Solution: A sharper picture with consolidated B2C CRM
To get a crisper view of the customer journey, Boston Proper needed a new marketing platform that could power cohesive, granular personalization across channels.
They worked with their digital agency ED Digital to select and migrate to Klaviyo.
The autonomous B2C CRM provides omnichannel orchestration capabilities, intuitive dashboards, and the ability to store and activate unlimited, real-time data from multiple channels and data sources in unified customer profiles in Advanced Klaviyo Data Platform (Advanced KDP).
This sharpened insight into the customer journey across the org. Only 3 marketing team members could access and understand Listrak activity and performance, but today, 10 team members, including C-suite leaders, can log into Klaviyo for an intuitive performance snapshot from native dashboards.
"Only the marketing team knew what happened inside Listrak,” recalls Lucia de Dominics, email marketing specialist at ED Digital. “With Klaviyo, other teams can easily access and understand what's going on with customers, and it's much better."
Klaviyo now houses data from Shopify and Boston Proper’s data warehouse, allowing the team to better target not only for email and SMS —both orchestrated through Klaviyo—but 7 total channels, including Meta, Google, and Pinterest ads.
Clearer reporting has opened up new optimization and personalization opportunities, like channel affinity and RFM-triggered flows.
Recently, Boston Proper added Klaviyo Customer Hub , a sidebar of personalized account information that displays on top of the Boston Proper ecommerce store. This has reduced pressure on their call center by injecting each customers’ gift card balances, loyalty points, and coupons available directly into the web experience.
In Boston Proper’s first 4 months with Customer Hub, it drove $44,900 in revenue and 41,000+ self-serve service interactions—many of them stored for future use in customer profiles in Advanced KDP.
“We’re building a vertically-integrated marketing ecosystem, and everything works with Klaviyo,” Verrecchia says. “The platform gives us the ability to collect all this information, understand our customers better, and reshape the customer journey to drive more personalization.”
We’re building a vertically-integrated marketing ecosystem, and everything works with Klaviyo. The platform gives us the ability to collect all this information, understand our customers better, and reshape the customer journey to drive more personalization.
Strategy: Personalization optimized for loyalty, powered by AI
Now that Boston Proper uses Klaviyo as their central hub for data on each customer’s journey, they leverage the platform to grow the cohort of loyalist customers that buy from them every 2–3 weeks.
In 2025, they earned an impressive 78% of their ecommerce conversions from repeat purchasers.
How? WIth K:AI (Klaviyo AI) , marketing can activate and augment the customer data stored in Advanced KDP, creating personalized customer experiences like:
- Relevant campaigns for every customer: Boston Proper’s growing cache of customer data fuels Klaviyo’s personalized campaigns AI , which can send multiple email creative variations to AI-optimized audiences. The richer a brand’s Klaviyo profiles, the more precise each segment can be.
- Outreach on the optimal channel: Boston Proper uses AI-powered channel affinity logic in Klaviyo automations to target multi-channel subscribers where they’re most likely to engage. In the process, they also control the duplicative sends that plagued them with their prior stack.
- Real-time, conversational support: Soon, Boston Proper will add Customer Agent to Customer Hub, supporting the overall agentic shopping experience customers increasingly expect—and generating conversation data they can store in Advanced KDP.
“We're working to enrich Advanced KDP with a robust set of zero- and third-party data for the AI to optimize against, so we can double down on what drives performance,” Verrecchia says. “Our digital strategy is smarter and more agile today. Klaviyo is our most forward-looking tech partner, and the quickest moving for adding to their service offering.”
Klaviyo is our most forward-looking tech partner, and the quickest moving for adding to their service offering.
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