Tibi drives 100x+ ROI using Klaviyo B2C CRM for email, SMS, and Marketing Analytics

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Tibi is a women’s apparel brand, founded in 1997 in Hong Kong by Amy Smilovic, and grounded in the concept of creative pragmatism—a design philosophy that balances highly conceptual creativity with utility and functionality. Based in New York City, Tibi boasts a global luxury specialty store footprint with two stores of its own in New York City and St. Simons Island.

Tibi’s business is not data driven, but data smart. Klaviyo helps Tibi achieves its CRM goals through this lens.

Learn how expanding Klaviyo usage beyond email helped Tibi distinguish and reward their best customers

Challenge

Tibi had been using Klaviyo for email marketing, and they wanted to add on additional CRM offerings to harmonize with the brand’s human-centered, high-touch approach to customer loyalty.

“We have a niche set of very loyal customers,” says Alison Gagnon, director of ecommerce at Tibi. “Some of them place 3–5 orders a week—20% of our customers drive 80% of our revenue.”

The brand wanted to deepen the impact of its digital communication by delivering time-sensitive, targeted messaging that could transcend the standard inbox noise.

They also wanted to add an analytics layer to their stack, to more easily translate RFM and business data into action.

“We were doing all this analysis, and we had all these ideas for how to use RFM segmentation, but we needed a tool to help us act on these ideas and continue to scale,” Gagnon says.

We were doing all this analysis, and we had all these ideas for how to use RFM segmentation, but we needed a tool to help us act on these ideas and continue to scale.

Solution

Tibi adopted two new Klaviyo products to build stronger relationships with their best customers.

First, Tibi started an SMS channel with Klaviyo, so they could reach their true fans in a less crowded, higher-priority inbox. Tibi uses SMS for back-in-stock alerts, early access to sales, and more.

“If you’re getting an SMS from us, it’s because it’s a tailored, important message that we know you don’t want to miss,” Gagnon says.

Unifying email and SMS in one platform streamlines attribution internally, too, ensuring none of Tibi’s revenue gets attributed to both channels.

Tibi adopted Klaviyo Marketing Analytics next, and switched on real-time, automated RFM segmentation that gave them more actionable customer insights.

Marketing Analytics also slashed the time it took Tibi to create RFM segments, and the results still closely match their internal data analysis

“We gained at least 3 hours back per month from the RFM segments in Klaviyo Marketing Analytics,” Gagnon says. “Now, we can take those 3 hours and do something productive with our segments.”

We gained at least 3 hours back per month from the RFM segments in Klaviyo Marketing Analytics. Now, we can take those 3 hours and do something productive with our segments.

Strategy

With Klaviyo B2C CRM, Tibi can grow their SMS channel and activate their RFM segments in ways that would be much tougher, if not impossible, with a more fragmented tech stack. For example, Tibi uses Klaviyo to:

• Drive easy SMS sign-ups with email: Tibi embeds a tap-to-text SMS sign-up widget in mobile versions of their emails—which means that by tapping a button, subscribers open a pre-populated sign-up text on their phone, and they just need to press “send” to subscribe. “Tap-to-text is so seamless,” Gagnon says—and it’s helped support 43% SMS subscriber growth for Tibi in the last 12 months.
• Encourage repeat purchases with catalog insights: After a package gets delivered, Tibi sends a Klaviyo automation highlighting products customers bought after placing similar orders, powered by catalog insights from Marketing Analytics. The strategic timing and dynamic content work wonders. “Our post-delivery automation brings in material incremental revenue, which is amazing,” Gagnon says.
• Retain VIPs with multi-channel RFM flows: Now that Tibi can more easily activate their RFM segments, they’ve launched multi-channel win-back flows that trigger when “Champions” and “Loyalists” exit to lower-value segments. The refreshed timing and targeting has been impactful: Tibi’s top RFM-triggered win-back flows drove more than 2x as much revenue in their first full month as the brand’s prior win-back flow.

Having email, SMS, and Marketing Analytics all in one platform—along with all the wealth of ecommerce and engagement data stored in Klaviyo Data Platform, Klaviyo’s built-in CDP—makes Klaviyo a must-have for Tibi.

“I am referencing customer data from Klaviyo daily,” says Gagnon. “The consistent and cohesive reporting is impactful, and watching customer behavior change over time has been really helpful for learning what’s making customers evolve their purchase behavior and where new opportunities exist. I absolutely recommend Klaviyo.”

I am referencing customer data from Klaviyo daily. The consistent and cohesive reporting is impactful, and watching customer behavior change over time has been really helpful for learning where new opportunities exist.