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Original
2026-01-01
Modified
2026-03-10
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<p>40.4%</p>
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<p>40.4%</p>
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<p>YoY growth in Klaviyo-attributed revenue YTD</p>
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<p>YoY growth in Klaviyo-attributed revenue YTD</p>
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<p>46.3%</p>
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<p>46.3%</p>
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<p>YTD growth in email subscribers in November 2023</p>
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<p>YTD growth in email subscribers in November 2023</p>
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<p>$80K+</p>
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<p>$80K+</p>
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<p>in revenue from first SMS campaign in 24 hours</p>
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<p>in revenue from first SMS campaign in 24 hours</p>
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<p><a>Marine Layer</a>is a casual, California-based apparel brand with a relatable origin story: 10+ years ago, CEO Michael Natenshon’s girlfriend threw out his favorite old t-shirt. He wanted to replace it-so he founded a company that made shirts so soft, they felt like old favorites right off the rack.</p>
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<p><a>Marine Layer</a>is a casual, California-based apparel brand with a relatable origin story: 10+ years ago, CEO Michael Natenshon’s girlfriend threw out his favorite old t-shirt. He wanted to replace it-so he founded a company that made shirts so soft, they felt like old favorites right off the rack.</p>
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<p>Since then, he and his team have custom-developed 100+ ultra-soft fabrics, reinvented weekend wear with an emphasis on textile recycling and sustainability, and expanded to 45+ stores.</p>
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<p>Since then, he and his team have custom-developed 100+ ultra-soft fabrics, reinvented weekend wear with an emphasis on textile recycling and sustainability, and expanded to 45+ stores.</p>
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<p>Today, they consolidate and activate their customer data in a platform they’ve grown with for ~8 years: Klaviyo.</p>
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<p>Today, they consolidate and activate their customer data in a platform they’ve grown with for ~8 years: Klaviyo.</p>
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<h2>Learn how Marine Layer activates in-person and online customer data in Klaviyo</h2>
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<h2>Learn how Marine Layer activates in-person and online customer data in Klaviyo</h2>
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<h3><strong>Challenge</strong></h3>
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<h3><strong>Challenge</strong></h3>
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<p>Ever since CMO Renee Halvorsen started with Marine Layer in 2016, the brand has had two sales channels: brick-and-mortar stores and ecommerce.</p>
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<p>Ever since CMO Renee Halvorsen started with Marine Layer in 2016, the brand has had two sales channels: brick-and-mortar stores and ecommerce.</p>
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<p>Behind the scenes, they operate quite differently-but from the outside, they need to present as one seamless brand.</p>
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<p>Behind the scenes, they operate quite differently-but from the outside, they need to present as one seamless brand.</p>
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<p>That’s how their customers see them-and “the customers shopping on both channels are often our most valued customers,” Halvorsen says.</p>
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<p>That’s how their customers see them-and “the customers shopping on both channels are often our most valued customers,” Halvorsen says.</p>
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<p>That posed a challenge to her and the team: How could they create a cohesive brand experience for customers shopping in-store and online?</p>
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<p>That posed a challenge to her and the team: How could they create a cohesive brand experience for customers shopping in-store and online?</p>
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<h3><strong>Solution</strong></h3>
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<h3><strong>Solution</strong></h3>
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<p>The key has been consolidating all their customer data in one platform: Klaviyo.</p>
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<p>The key has been consolidating all their customer data in one platform: Klaviyo.</p>
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<p>Marine Layer pulls purchasing data into Klaviyo via integrations with their ecommerce platform,<a>Shopify Plus</a>, and their in-store POS software, NewStore.</p>
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<p>Marine Layer pulls purchasing data into Klaviyo via integrations with their ecommerce platform,<a>Shopify Plus</a>, and their in-store POS software, NewStore.</p>
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<p>Klaviyo pulls in two main events from NewStore:</p>
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<p>Klaviyo pulls in two main events from NewStore:</p>
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<ul><li><strong>Email sign-ups:</strong>At check-out, customers can sign up for marketing emails-and the shoppers who subscribe get automatically imported to Marine Layer’s email list.</li>
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<ul><li><strong>Email sign-ups:</strong>At check-out, customers can sign up for marketing emails-and the shoppers who subscribe get automatically imported to Marine Layer’s email list.</li>
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<li><strong>Purchases:</strong>If a customer gets an email receipt at check-out, that purchase gets added to their Klaviyo profile.</li>
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<li><strong>Purchases:</strong>If a customer gets an email receipt at check-out, that purchase gets added to their Klaviyo profile.</li>
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</ul><p>“We have stores across the country, and we have a fast-growing DTC business,” says Halvorsen. “Thank goodness we’ve been able to put all our data in Klaviyo, so we can use that information to inform how we’re contacting buyers.”</p>
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</ul><p>“We have stores across the country, and we have a fast-growing DTC business,” says Halvorsen. “Thank goodness we’ve been able to put all our data in Klaviyo, so we can use that information to inform how we’re contacting buyers.”</p>
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<blockquote>We have stores across the country, and we have a fast-growing DTC business. Thank goodness we’ve been able to put all our data in Klaviyo, so we can use that information to inform how we’re contacting buyers.</blockquote>Renee Halvorsen<p>CMO, Marine Layer</p>
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<blockquote>We have stores across the country, and we have a fast-growing DTC business. Thank goodness we’ve been able to put all our data in Klaviyo, so we can use that information to inform how we’re contacting buyers.</blockquote>Renee Halvorsen<p>CMO, Marine Layer</p>
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<h3><strong>Strategy</strong></h3>
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<h3><strong>Strategy</strong></h3>
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<p>Marine Layer activates their email sign-up data in real time, with two welcome flows: one for people who subscribe online, and one for people who do it IRL.</p>
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<p>Marine Layer activates their email sign-up data in real time, with two welcome flows: one for people who subscribe online, and one for people who do it IRL.</p>
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<p>To help customers understand the full range of shopping experiences available, each flow features slightly different creative:</p>
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<p>To help customers understand the full range of shopping experiences available, each flow features slightly different creative:</p>
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<ul><li><strong>The welcome flow for in-person shoppers</strong>highlights the extensive online selection, and Marine Layer’s free shipping and returns policy.</li>
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<ul><li><strong>The welcome flow for in-person shoppers</strong>highlights the extensive online selection, and Marine Layer’s free shipping and returns policy.</li>
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<li><strong>The welcome flow for DTC shoppers</strong>is more focused on boosting awareness of Marine Layer’s retail stores and encouraging repeat online purchases.</li>
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<li><strong>The welcome flow for DTC shoppers</strong>is more focused on boosting awareness of Marine Layer’s retail stores and encouraging repeat online purchases.</li>
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</ul><p>Recently, Marine Layer started offering a more VIP experience for superfans, too: an SMS channel, with access to exclusive collections and flash sales.</p>
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</ul><p>Recently, Marine Layer started offering a more VIP experience for superfans, too: an SMS channel, with access to exclusive collections and flash sales.</p>
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<p>Marine Layer runs their SMS marketing with Klaviyo-so they can now track engagement across ecommerce, retail, email, and SMS in one platform.</p>
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<p>Marine Layer runs their SMS marketing with Klaviyo-so they can now track engagement across ecommerce, retail, email, and SMS in one platform.</p>
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<p>This helps them control their messaging cadence and make more informed big-picture decisions.</p>
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<p>This helps them control their messaging cadence and make more informed big-picture decisions.</p>
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<p>“Having all our data consolidated in Klaviyo makes it easier to ingest performance,” says Halvorsen. “We can look in one place for a read on whether our season is performing and the health of our business.”</p>
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<p>“Having all our data consolidated in Klaviyo makes it easier to ingest performance,” says Halvorsen. “We can look in one place for a read on whether our season is performing and the health of our business.”</p>
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<blockquote>Having all our data consolidated in Klaviyo makes it easier to ingest performance. We can look in one place for a read on whether our season is performing and the health of our business.</blockquote>Renee Halvorsen<p>CMO, Marine Layer</p>
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<blockquote>Having all our data consolidated in Klaviyo makes it easier to ingest performance. We can look in one place for a read on whether our season is performing and the health of our business.</blockquote>Renee Halvorsen<p>CMO, Marine Layer</p>
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<p><a>Get started</a></p>
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