B2C brands are navigating a perfect storm: increasingly saturated markets, rising customer expectations, and a 60% spike in customer acquisition costs over the past three years. To make things even more challenging, marketing teams are often expected to do more with less.
In this landscape, differentiation isn’t just about having the best product—it’s about building strong, long-lasting customer relationships. And at the heart of that is your CRM. But not just any CRM—a B2C CRM built with marketing automation at its core.
As a Klaviyo Partner, we’ve seen firsthand how brands across the world are rethinking their tech stack. They’re looking for smarter ways to unify data, automate workflows, and build scalable, personalised experiences. Let’s dive into how B2C-focused CRM and automation are reshaping consumer marketing.
Most traditional CRMs were designed for B2B businesses—think long sales cycles, one-on-one account management, and sales-heavy operations. But Direct-To-Consumer and retail brands operate differently: they deal with millions of customers, lightning-fast decision-making, and the need for deeply personalised messaging across email, SMS, web, and social.
That’s where a modern B2C CRM like Klaviyo comes in. With built-in marketing automation, it allows brands to:
Centralise customer data from every touchpoint
Trigger real-time, personalised campaigns based on behaviour
Automate lifecycle marketing
Measure and optimise performance across channels
In short, it becomes your brand’s single source of truth.
| Area | B2B CRM | B2C CRM (e.g. Klaviyo) |
|---|---|---|
| Focus | Account management | Customer experience |
| Teams using it | Sales-led | Marketing and service-led |
| Data model | Accounts & deals | Profiles & behaviours |
| Automation style | Manual/semi-automated | Fully automated & triggered |
| Scale | 100s–1,000s of accounts | Millions of customers |
| Metrics | Sales pipeline | Campaign performance, CLV |
B2C brands are outgrowing their CRMs. The main issue? Disconnected platforms. When your customer data, email campaigns, service tickets, and performance metrics live in separate systems, personalisation suffers—and so does performance.
Without real-time data and marketing automation, you end up with:
Disjointed customer experiences
Redundant or contradictory messaging
Missed cross-sell or upsell opportunities
Inaccurate measurement of customer lifetime value (CLV)
1. First-party data made actionable
EU data privacy regulations like GDPR make first-party data critical. Klaviyo enables brands to capture and activate that data compliantly, across all channels—email, SMS, ecommerce platforms, and more.
2. Seamless omnichannel experiences
Whether you're speaking to Gen Z via TikTok or nurturing loyalty with Boomers through email, Klaviyo allows you to deliver consistent messaging, powered by unified customer profiles.
3. Real-time behavioural triggers
From browse abandonment to replenishment reminders, Klaviyo's automation engine responds to individual customer actions in real-time—no more generic batch-and-blast messaging.
4. Smarter segmentation
With dynamic segments, your messaging adapts as customers evolve. Someone who buys once becomes a repeat buyer. Someone who goes inactive is nudged back. All automatically.
5. European support for local nuance
We understand the importance of localisation. From language preferences to country-specific privacy requirements, European brands need systems that work across borders.
Welcome Series: Make a strong first impression and gather preferences over time using progressive profiling.
Abandonment Flows (Cart, Browse, Checkout): Recover lost revenue with personalised messages that reflect the products customers viewed.
Post-Purchase Journeys: Use automated thank-you emails, upsells, and product education to extend the lifetime value.
Replenishment Campaigns: Predict when a customer is likely to reorder and send the right message at the right time—especially useful in subscription-based or consumable categories.
Winback Sequences: Identify customers at risk of churning and send timely incentives or relevant content to bring them back.
Success isn’t just about clicks and opens. It’s about revenue, retention, and operational efficiency. Brands using Klaviyo often track:
Revenue attribution per channel
Customer lifetime value (CLV)
Segment-specific performance
Cost savings from automation
Time-to-launch for campaigns
Klaviyo isn’t just a marketing platform—it’s an intelligent CRM built specifically for the realities of B2C ecommerce. With native integrations across leading ecommerce platforms (like Shopify, BigCommerce, WooCommerce, and Magento), it's designed to scale with your brand, whether you sell in one country or across the continent.
In a commissioned Forrester study, Klaviyo delivered an average 228% ROI for enterprise users. But more importantly, it helps brands create experiences that customers remember and come back for.
As a Klaviyo Partner based in the CEE, we help brands across industries implement, optimise, and grow with B2C marketing automation. If you’re ready to unify your customer data and unlock smarter automation, we’d love to show you what’s possible.