Built for retention – How brands can make full use of the new Klaviyo B2C CRM features.

Klaviyo has just rolled out a powerful set of CRM tools built specifically for eCommerce brands. And as a leading Melbourne email marketing agency (plus Klaviyo partners at that), we know exactly how to leverage these CRM best practices to smash your KPIs.

For those already running strong lifecycle marketing, this might be the missing piece you’ve been looking for. Deeper visibility, better coordination, and smarter retention.

With these new capabilities, Klaviyo for eCommerce brands becomes way more than a marketing platform. 

It’s a connected customer experience layer that brings service and marketing together — powered by a shared customer brain. So, let’s take a look at what’s new, and how brands can use it to build stronger relationships and higher customer lifetime value.

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What’s new in Klaviyo’s CRM stack?

This evolution isn’t about reinventing how you communicate. 

Most brands already have that down pat. Instead, it’s about bringing every customer interaction (incl. marketing, service, data, and more) into one connected customer relationship management ecosystem, so you can respond faster and build trust more easily.

Here’s what’s already available:

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Customer Hub

A real-time profile for every customer. Combining marketing engagement, order history, support tickets, product interactions, and Shopify data – all in one view.

What it unlocks: Complete context for any campaign, reply, or decision. 

No more disjointed touchpoints, because you get a one-stop destination for managing the customer journey, from discovery, to purchase, to support. Signed-in shoppers can now easily track orders, update subscriptions, discover new personalised products, et cetera.

Unified Inbox

A shared inbox for marketing and support teams that captures email, SMS replies, and service interactions — alongside customer data from the Hub.

What it unlocks: Faster, smarter replies with the ability to trigger follow-ups, offers, or flows directly from the inbox. No toggling between platforms. No disconnects. On the customer’s end, they get to access support channels for quick resolution to issues and questions.

Automated Support Workflows

Support events (e.g. tickets opening or closing, refunds issued, or delivery complaints) can now trigger flows just like purchase or browse events.

What it unlocks: A new class of lifecycle automations. Think post-refund win-backs, follow-ups after resolutions, or education flows based on initial product confusion.

Klaviyo Data Platform

Behind it all is a rebuilt data layer that allows for cleaner syncing, dynamic updates, and fast, event-driven segmentation across marketing and support.

What it unlocks: Real-time decisions through what’s become the gold standard in CRM reporting tools. Flows and campaigns that update as things happen, not hours later.
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Why does this matter for retention?

For most eCommerce brands, customer lifecycle marketing would (hopefully, ideally, fingers crossed) already be in play. 

Meaning post-purchase journeys, upsells, win-backs, re-engagement – all part of the playbook on how to use Klaviyo for retention marketing.

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But the fact is, customer service data has always lived on the sidelines.

These new Klaviyo B2C CRM features close that loop.

Now, when a customer has a delivery issue, asks a question, or leaves a review, you’re not just responding — you’re adapting their journey. Customer service becomes part of the purchase journey and CRM strategy development, not just a follow-up ticket.

It’s the difference between sending a blanket email and showing up with bespoke context.

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Start integrating Klaviyo’s new B2C tools.

How? Great news. You don’t need to rewire your entire email marketing set-up. These CRM tools are designed to layer into what you’re already doing. Here's where to start:

1. Unify your view.
   Give marketing, CX teams, and even founders one central place to see and understand each customer’s full experience.
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2. Build in Adaptive Messaging
   Someone had a poor delivery experience? Flag it in the Hub and suppress promo emails until it’s resolved. Or better yet, follow up with a loyalty offer once it is.
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3. Use the Unified Inbox
   Let support and marketing speak with the same voice. Whether a customer replies to an SMS or a support email, the context is there — and so are your next steps.
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4. Build in Adaptive Messaging
   Someone had a poor delivery experience? Flag it in the Hub and suppress promo emails until it’s resolved. Or better yet, follow up with a loyalty offer once it is.

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The Bigger Picture

Klaviyo’s evolution into a full-service B2C CRM software isn’t just about doing more. It’s about doing more strategically. With context, with continuity, and with connection.

For brands already invested in flows, campaigns and segmentation, this could be your next step. Incorporating service data back into your customers’ lifecycle, and turning reactive moments into proactive ones. After all, you can’t expect the customers of a car dealership to have the same needs, concerns or questions as those of an online kids apparel store. 

DataSauce is the email marketing agency of choice for brands of all niches across Australia, and worldwide. And Klaviyo for eCommerce brands connects the dots between performance and user experience. Combine both together? Performance, plain and simple.

These new CRM tools give us more ways to drive retention, loyalty and customer lifetime value — without adding much complexity at all.

Want to explore more eCommerce CRM solutions (in Melbourne) for your brand? Get in touch for a free audit, including all things CRM and eCommerce retention.