DTC Podcast Bonus: How Klaviyo’s CPO Thinks DTC Brands Should Build Customer Relationships in 2025
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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.
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Adil's Early Ecommerce Journey
- Adil Wali began his ecommerce journey as a co-founder and CTO at ModCloth in 2005.
- They grew quickly, reaching over $100 million in Topline before he left around 2012.
B2C CRM's Unique Scale Challenge
- B2C CRM fits brands with large-scale one-to-many customer relationships unlike B2B CRM.
- It unifies data and decision-making to provide human-level care via software at scale.
B2C CRM Unifies Marketing and Service
- B2C CRM blurs the line between marketing and customer service creating unified customer experiences.
- Integrated analytics in the platform make insights actionable, improving both outbound and inbound interactions.