Klaviyo announced the launch of what it calls the “the only customer relationship management (CRM) platform built for consumer brands.”
The “only” part of that statement is questionable given that there are more than several self-proclaimed B2C CRMs on the market, but I'll skip being a stickler for semantics and move on with the story…
Klaviyo B2C CRM will comprise of several solutions:
- Customer Hub – a signed-in shopper experience created to bring marketing and service together, allowing customers to track orders, manage subscriptions, and discover new products all in one place.
- Marketing Analytics: – new AI-powered product designed to help brands better understand customer and purchase behavior and take action faster.
- Expanded Marketing Tools – designed to help brands run campaigns across multiple channels, personalize outreach, and automate engagement for higher conversions and stronger customer relationships.
- Custom Objects (Coming Soon) – a new way to store and use customer data like loyalty status, pets, or past purchases to make marketing even more personal.
Klaviyo says that the platform was inspired by B2B, but designed for B2C:
“Most CRMs were designed for B2B sales cycles, not the fast-moving, high-volume world of B2C. Consumer brands today juggle 16+ disconnected tools, making it nearly impossible to get a complete view of their customers and deliver the personalized, frictionless experiences modern shoppers expect.”
“Klaviyo B2C CRM changes that. Powered by Klaviyo Data Platform (KDP), it gives brands a newfound ability to handle huge volumes of data, transactions, and 1:1 relationships at scale, redefining what growth means for consumer brands. With KDP—and over 350 pre-built integrations and open APIs—brands can connect customer, purchase, and behavioral data from anywhere, store it without expiration, and make it actionable in minutes—no complex set-up, no data silos, just smarter growth. “
As a reminder, Shopify is a 45% owner in Klaviyo, and this new B2C CRM tool will fit nicely with its ambitions to attract more enterprise merchants.