About the Vendor
Klaviyo is a B2C CRM platform that provides email, SMS, and push notification marketing, along with a built-in customer data platform, advanced segmentation, AI-powered personalization (K:AI), multivariate testing, and consistent performance reporting. It integrates natively with Shopify and offers professional services for migrations.
About the Brand
Marc Fisher Footwear operates a diverse portfolio of owned and licensed footwear brands spanning multiple categories, including Nine West and Hunter Boots. Since 2025, they have used Klaviyo B2C CRM for customer data and messaging across all owned brands, managing over 7 million active profiles.
Challenge
Marc Fisher Footwear's email and SMS strategy over-relied on promotional offers and discounting. Their previous platform, Listrak, lacked a built-in CDP, making segmentation and automation highly manual. SMS segments couldn't be saved and had to be rebuilt each time. Personalizing product recommendations required a custom data feed because Listrak's Shopify integration didn't capture metadata automatically. A/B testing was limited to two variations and didn't extend to sign-up forms. Reporting was unreliable and often displayed conflicting metrics. The team needed a new CRM to enable a full-price, personalized messaging approach.
Solution
Marc Fisher migrated to Klaviyo B2C CRM for email and SMS, having already used Klaviyo for push notifications. Klaviyo's native Shopify integration automatically pulls in all meta-fields, eliminating the need for a custom data feed. Segments and automations can be created, saved, and cloned across accounts. Klaviyo professional services supported the migration of all 6 brands in just 4 weeks, with another 4 weeks to reconstruct all segments and automations. Marc Fisher also adopted Advanced Klaviyo Data Platform (Advanced KDP) and K:AI for RFM segmentation, channel affinity optimization, and web personalization via group API.
Execution
Marc Fisher worked with Klaviyo professional services to migrate all 6 brands in 4 weeks, then spent another 4 weeks reconstructing segments and automations from Listrak. Post-migration, they deployed AI-powered channel affinity to eliminate duplicate email/SMS sends, used RFM segments to target messaging more strategically, leveraged Segments AI for granular natural-language segmentation, and extended personalization to their web experience via Advanced KDP's group API—including a targeted BFCM 2025 win-back campaign. Plans include adding Klaviyo Customer Hub and K:AI Customer Agent as site sidebars.
Results
After migrating 6 brands to Klaviyo in just 4 weeks, Marc Fisher Footwear achieved a 20% reduction in time spent on CRM execution, 46% YoY SMS revenue growth in H2 2025, and manages over 7 million active profiles. The win-back segment shrank in size following a targeted BFCM 2025 campaign, indicating strong re-engagement. The team also eliminated duplicate cross-channel messaging and moved toward a full-price, personalized customer experience.