DTC Podcast
Bonus: How Klaviyo’s CPO Thinks DTC Brands Should Build Customer Relationships in 2025
Apr 23, 2025
Adil Wali, CPO at Klaviyo and former e-commerce entrepreneur with a stint at Meta, dives into the future of consumer marketing. He discusses the shift from transaction-focused strategies to building meaningful customer relationships through first-party data and smarter segmentation. Adil emphasizes the importance of loyalty programs and retention tactics without relying on discounts. He also shares insights from Klaviyo’s new report, highlighting the future needs of DTC brands in navigating rising consumer expectations and acquisition costs.
28:02
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Quick takeaways
- Klaviyo emphasizes the importance of B2C CRM in transforming DTC marketing from transaction-focused to relationship-driven strategies for better customer loyalty.
- Utilizing first-party data and innovative tools, brands can cultivate long-term customer retention and engagement without excessive reliance on discounts.
Deep dives
Klaviyo as a Data-Driven Company
Klaviyo emphasizes its foundation as a data-driven company, initially formed with a marketing capability as an entry point. This positioning enables it to serve as the nucleus for customer data and decision-making, highlighting its role in the B2C CRM landscape. The company values customer loyalty, which is perceived as a significant untapped opportunity in commerce, potentially enhancing customer engagement and retention strategies. Klaviyo's commitment to being customer-centric is reflected in their internal metrics that prioritize delivering impactful services to their community.
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