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 personalised 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.
Klaviyo’s online shopping report 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:
| Top consumer browsing and purchasing channels by industry | ||
| Industry | Top 3 browsing channels | Top 3 purchasing channels |
| Beauty | 1. Social media 2. Mobile app 3. In-store | 1. In-store 2. Company website 3. Mobile app |
| Electronics | 1. Company website 2. In-store 3. Marketplaces | 1. In-store 2. Company website 3. Marketplaces |
| Fashion/apparel | 1. In-store 2. Company website 3. Social media | 1. In-store 2. Company website 3. Social media |
| Home goods | 1. In-store 2. Company website 3. Marketplaces | 1. In-store 2. Company website 3. Marketplaces |
| Restaurants | 1. In-store 2. Company website 3. Social media | 1. In-store 2. Company website 3. Social media |
| Travel/hotels | 1. Company website 2. Social media 3. Mobile app | 1. Company website 2. In-store 3. Mobile app |
| Spas/fitness studios | 1. Company website 2. In-store 3. Social media | 1. Company website 2. In-store 3. Social media |
While multi-channel marketing gets you in front of customers across channels, omnichannel marketing goes further by integrating data across them to deliver consistent, personalised 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. Rebecca Minkoff boosts SMS performance by consolidating SMS and email
When Sunrise Brands CTO Jonathan Guez took over ecommerce operations at Rebecca Minkoff, the brand used Attentive for SMS and Klaviyo for email. Their setup made it tricky to manage messaging cadences for dual subscribers. It was impossible to tell if an email subscriber had recently received an SMS, or vice versa.
The two platforms also created needless complexity for Guez’s marketing team. Attentive was yet another tab to open.
Strategy: Rebecca Minkoff made the switch from Attentive to Klaviyo SMS. They worked with Klaviyo’s professional services team, dedicated to customer onboarding, and the migration process went smoothly. Their SMS implementation consultant shared useful best practices for omnichannel, too, which Guez has since implemented successfully across Rebecca Minkoff and another Sunrise Brands property.
“I fundamentally think that if you’re going to be sending emails and SMS, they have to know what each other are doing,” says Jonathan Guez, CTO at Sunrise Brands.
With a newly consolidated Klaviyo set-up, Rebecca Minkoff can simplify and optimise elements of their whole marketing funnel.
Wins: After bringing SMS and email together in Klaviyo, Rebecca Minkoff achieved:
- 23% YoY growth in SMS revenue in first 70 days of a consolidated Klaviyo stack
- 24% of Klaviyo flow revenue from SMS in first 70 days with Klaviyo SMS
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 behaviour 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, personalised 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 customising 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 personalised 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 maximise revenue.
5. Happy Wax unifies email, SMS, and reviews for better personalisation
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 personalise review follow-up flows based on review sentiment and advanced segmentation to organise 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 personalises experiences across European markets
With over 30 stores across Europe (and counting), accessories brand CABAIA wanted to deliver more personalised messaging. But with segmentation based solely on email engagement, they struggled to personalise 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-localised messaging, like personalising content in email footers. When a new store opens, they create localised 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 personalised 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: Personalised, 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 personalised approach to drive referrals and repeat purchases worldwide.
Strategy: Gozney used advanced segmentation through Advanced Klaviyo Data Platform to power personalised 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 personalised, omnichannel outreach can create customer experiences that deepen loyalty and improve retention over time.
8. Balique personalises email and WhatsApp with quiz data
Haircare brand Balique wanted to guide customers to the right haircare products through personalised 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 personalised product recommendations and expert tips that feel relevant across channels.
Wins: With more personalised 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 personalisation 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 personalised health insights and recommendations in email and SMS marketing. Mira’s app now triggers tailored email and SMS flows that onboard users, capture behavioural insights, and re-engage inactive customers, while smart targeting prevents repetitive or irrelevant messaging.
Wins: By leveraging data-driven personalisation 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 behaviours 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
- Multi-audience, multi-message campaigns
- 350+ integrations that turn customer data into personalised journeys at scale
- Multi-touch attribution that tracks the full customer journey
One platform. Every touchpoint. All in sync.
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