How Velasca drove 119x global ROI with Klaviyo email

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Founded in Milan in 2013, Velasca is a premium fashion brand, specialising in artisanal Italian-made shoes and apparel that blends timeless craftsmanship with modern styling. 

The business began as a direct-to-consumer retailer, and has evolved into an omnichannel brand with 30 stores globally. 

Learn how Velasca uses Klaviyo to transform complex customer journeys into highly personalised, revenue-driving touchpoints

Challenge 

After a decade of rapid growth, Velasca was reaching a critical point in its CRM evolution. The marketing team realised that there was significant untapped potential in customer retention. Despite a high natural repeat purchase rate, they were dedicating too much effort to acquisition and not enough to nurturing loyalty and lifecycle marketing. 

To boost retention, the team needed a quick, scalable way to segment and message their customers based on behaviours, purchases, and product preferences. This challenge was beyond the abilities of their messaging platform, in which the marketing team had to rely on developers to create and update automations and segments. 

Velasca was also seeking closer alignment between its online and offline channels. They needed to unify data across all touchpoints and ensure their CRM reflected the full customer journey, not just online actions—another task too complex for their former platform to execute. 

The most important thing for CRM purposes is to intercept your customer at the right moment to satisfy their unexpressed need. So we were looking for a solution that would allow us to create dynamic content and messaging tailored to the individual’s behaviour and preferences, and we landed on Klaviyo.

Solution 

Velasca turned to Klaviyo as a strategic CRM platform that could create a scalable, cohesive customer experience across online and offline touchpoints, without sacrificing flexibility or control. The B2C CRM offered a deep integration with Shopify, robust segmentation capabilities and the ability to support a DTC and in-person retailer. 

Upon migrating, the team built a strategy around Klaviyo, allowing for highly tailored automations and email-based campaigns.

Klaviyo’s intuitive interface and its extensive online support empowered Velasca’s marketers to build out flows autonomously. From loyalty-based segmentation to offer-based messaging triggered by product purchases, Klaviyo is now the central pillar of  Velasca’s customer experiences. 

The new CRM strategy has consistently yielded excellent results. Velasca now has 20+ real time Klaviyo audience segments configured, and latest figures show 119x global Klaviyo ROI in H1 2025. This reflects stronger relevancy and customer re-engagement. 

Strategy 

Velasca’s use of Klaviyo went beyond standard ecommerce automations. Their CRM strategy was built on three key pillars: 

• Full-funnel email automation based on behavioural triggers
  Using Klaviyo, Velasca created detailed flows that guide users from product views to purchase, with dynamic content and messaging tailored to the individual’s behaviour and preferences.
   
• Offline and online data integration
  Velasca built a custom bridge between Shopify and their offline ERP system, Cegid, enabling them to sync in-store transactional data into Klaviyo. This allows them to reach even traditionally offline customers with relevant digital messaging and build stronger relationships.
   
• Advanced segmentation using custom-built product feeds
  Velasca developed a highly sophisticated Google Sheets integration that feeds enriched product data into Klaviyo. This enables Velasca to not only personalise content by product but also inject unique brand messaging, copy, and visuals into each campaign, thus ensuring that every communication feels uniquely tailored. 

Velasca primarily uses Klaviyo for email marketing, which accounts for around 95% of their messaging activity. 

Klaviyo allows us to act fast without compromising on detail. It gives our marketing team independence, while still supporting the complexity we need for a premium, personalised customer journey.