About the Vendor
Klaviyo is a B2C CRM platform that unifies email marketing, SMS, customer data (Klaviyo Data Platform), and web forms into a single integrated solution. It offers native integrations with ecommerce platforms like Shopify and subscription tools like Ordergroove, enabling brands to personalize customer experiences at scale with minimal developer support.
About the Brand
Dollar Shave Club is a subscription-focused, digitally-native consumer brand that sells razors, shave accessories, and skincare products directly to consumers. Founded in 2012, they disrupted the shaving and grooming category with a viral DTC model and have since expanded into major brick-and-mortar retail chains.
Challenge
Dollar Shave Club was growing fast and diversifying their product catalog, but their siloed tech stack made it impossible to personalize the customer experience at scale. They relied on separate SaaS platforms for email marketing and customer data, plus custom-built solutions for subscriptions and ecommerce. Every email had to be built with HTML, pulling new customer data for segmentation could take a month or more, and developers had to be involved in every part of the email process. The lifecycle team worked with 4 developers and still lacked the resources to scale personalization based on tenure, frequency, and purchase activity.
Solution
Dollar Shave Club migrated to a modern SaaS stack: Shopify for ecommerce, Klaviyo for CRM, and Ordergroove for subscription management. Klaviyo replaced three tools: an email marketing platform, a standalone CDP (replaced by Klaviyo Data Platform), and a pop-up tool (replaced by Klaviyo Forms). They later added Klaviyo SMS, consolidating all customer data into cohesive profiles on one platform. The native integrations between Klaviyo, Shopify, and Ordergroove were cited as best-in-class, reducing TCO and developer resource requirements.
Execution
With Klaviyo, Dollar Shave Club implemented personalized shipment alert flows with one-click upsell ordering powered by the Ordergroove integration, reducing cancellations and increasing average order value. They also deployed targeted Klaviyo Forms for SMS sign-up pop-ups, showing offers only to browsers without an existing Klaviyo profile to drive incremental SMS subscribers without blanket discounting. The lifecycle team reduced developer dependency from 4 developers to at most one.
Results
By consolidating their CRM stack into Klaviyo, Dollar Shave Club achieved significant cost savings, operational efficiency, and unlocked personalization at scale. The lifecycle team went from requiring 4 developers to at most 1, campaign set-up time dropped by 60%+, and TCO fell by more than 30%. They now send 237M email and SMS messages annually and can personalize messaging based on customer tenure, frequency, and purchase activity without manual, brute-force effort.