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Original
2026-01-01
Modified
2026-03-10
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<p>When you’re juggling ecommerce with brick-and-mortar stores, it’s important that your customers view you as one seamless brand.</p>
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<p>When you’re juggling ecommerce with brick-and-mortar stores, it’s important that your customers view you as one seamless brand.</p>
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<p>That’s especially true considering the people who shop with you across multiple channels tend to be your MVPs.</p>
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<p>That’s especially true considering the people who shop with you across multiple channels tend to be your MVPs.</p>
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<p>But delivering a consistent brand and customer experience is only possible when you have a strong foundation of data that feeds you a 360-degree, up-to-date view of your customers.</p>
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<p>But delivering a consistent brand and customer experience is only possible when you have a strong foundation of data that feeds you a 360-degree, up-to-date view of your customers.</p>
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<p>Take it from<a>Marine Layer</a>-the casual, California-based apparel brand that reinvented weekend wear with an emphasis on softness and sustainability.</p>
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<p>Take it from<a>Marine Layer</a>-the casual, California-based apparel brand that reinvented weekend wear with an emphasis on softness and sustainability.</p>
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<h2>Layer multiple integrations to gather all the data you need-and act on it, fast</h2>
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<h2>Layer multiple integrations to gather all the data you need-and act on it, fast</h2>
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<p>To create a cohesive omnichannel experience across their retail locations and their fast-growing DTC operation, Marine Layer turned to Klaviyo-the platform they’ve been growing with for nearly a decade.</p>
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<p>To create a cohesive omnichannel experience across their retail locations and their fast-growing DTC operation, Marine Layer turned to Klaviyo-the platform they’ve been growing with for nearly a decade.</p>
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<p>Here are the steps Marine Layer takes to consolidate their data and deliver content their customers are happy to receive-in real time:</p>
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<p>Here are the steps Marine Layer takes to consolidate their data and deliver content their customers are happy to receive-in real time:</p>
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<p>Activate the data you have.</p>
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<p>Activate the data you have.</p>
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<p>Marine Layer pulls in sign-up and purchase data via Klaviyo’s integrations with their ecommerce platform,<a>Shopify Plus</a>, and their in-store POS software,<a>Lightspeed</a>. That data then informs the way they communicate with customers.</p>
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<p>Marine Layer pulls in sign-up and purchase data via Klaviyo’s integrations with their ecommerce platform,<a>Shopify Plus</a>, and their in-store POS software,<a>Lightspeed</a>. That data then informs the way they communicate with customers.</p>
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<p>Connect with your customers.</p>
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<p>Connect with your customers.</p>
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<p>The team connects with different customer segments via email and SMS, with tailored, cross-promotional messaging for online sign-ups vs. sign-ups at their 45+ physical locations.</p>
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<p>The team connects with different customer segments via email and SMS, with tailored, cross-promotional messaging for online sign-ups vs. sign-ups at their 45+ physical locations.</p>
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<p>Guide your marketing efforts using smart features.</p>
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<p>Guide your marketing efforts using smart features.</p>
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<p>Marine Layer uses Klaviyo’s A/B testing and Smart Send Time feature to collect data on what performs best with their audience-and send the optimal subject lines at the best times.</p>
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<p>Marine Layer uses Klaviyo’s A/B testing and Smart Send Time feature to collect data on what performs best with their audience-and send the optimal subject lines at the best times.</p>
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<p>Grow toward your goals.</p>
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<p>Grow toward your goals.</p>
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<p>Testing and segmenting their audiences from the point of sign-up is paying off: Marine Layer has driven 40.4% YoY growth in Klaviyo-attributed revenue YTD.</p>
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<p>Testing and segmenting their audiences from the point of sign-up is paying off: Marine Layer has driven 40.4% YoY growth in Klaviyo-attributed revenue YTD.</p>
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<h2>Go beyond segmentation basics to reach the right people</h2>
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<h2>Go beyond segmentation basics to reach the right people</h2>
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<p>Segmentation is the fastest way to group your contacts into ultra-precise audiences that update in real time, so you can target messages based on data points like browsing behavior, sign-up source, and channel preference.</p>
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<p>Segmentation is the fastest way to group your contacts into ultra-precise audiences that update in real time, so you can target messages based on data points like browsing behavior, sign-up source, and channel preference.</p>
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<p>But Klaviyo’s no-code, marketer-friendly segment builder goes beyond the basics, unlocking opportunities to target messages based on factors like discount code usage, predicted customer lifetime value, proximity to a retail location, and any combination thereof. (You can even<a>get segmentation help from AI</a>.)</p>
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<p>But Klaviyo’s no-code, marketer-friendly segment builder goes beyond the basics, unlocking opportunities to target messages based on factors like discount code usage, predicted customer lifetime value, proximity to a retail location, and any combination thereof. (You can even<a>get segmentation help from AI</a>.)</p>
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<p>Take a look at how easy it is to create a segment of customers who are<a>located near one of your retail locations</a>and who also purchased online in the last 6 months:</p>
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<p>Take a look at how easy it is to create a segment of customers who are<a>located near one of your retail locations</a>and who also purchased online in the last 6 months:</p>
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<ol><li>Select “Audience” in the Klaviyo sidebar.</li>
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<ol><li>Select “Audience” in the Klaviyo sidebar.</li>
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<li>Select “Lists & Segments”.</li>
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<li>Select “Lists & Segments”.</li>
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<li>Click “Create List / Segment”.</li>
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<li>Click “Create List / Segment”.</li>
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<li>Select “Segment”.</li>
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<li>Select “Segment”.</li>
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<li>Create a segment with the following definition:<ol><li>Someone’s proximity to a location > Person is within > [Your preferred distance] of > [Your store’s zip code] in > [Your country], AND</li>
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<li>Create a segment with the following definition:Someone’s proximity to a location > Person is within > [Your preferred distance] of > [Your store’s zip code] in > [Your country], ANDIf someone can or cannot receive marketing > Person can receive email marketing > Because person subscribed, ANDWhat someone has done (or not done) > Has placed order > At least once > In the last 6 months<ol><li>Someone’s proximity to a location > Person is within > [Your preferred distance] of > [Your store’s zip code] in > [Your country], AND</li>
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<li>If someone can or cannot receive marketing > Person can receive email marketing > Because person subscribed, AND</li>
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<li>If someone can or cannot receive marketing > Person can receive email marketing > Because person subscribed, AND</li>
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<li>What someone has done (or not done) > Has placed order > At least once > In the last 6 months</li>
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<li>What someone has done (or not done) > Has placed order > At least once > In the last 6 months</li>
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</ol></li>
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</ol></li>
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</ol><p>Want the full case study?</p>
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</ol><p>Learn how Marine Layer centralizes retail and DTC customer data in Klaviyo.</p>
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<p>Learn how Marine Layer centralizes retail and DTC customer data in Klaviyo.</p>
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<p><a>Read their story</a></p>
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