About the Vendor
Klaviyo is a B2C CRM and marketing automation platform that unifies customer data across email, SMS, in-app, and in-store channels into a single source of truth, enabling brands to deliver personalised, omnichannel experiences at scale.
About the Brand
Princess Polly is a DTC-native fashion retailer founded in 2010 in Australia's Gold Coast. It has grown into a global brand with physical stores in the US and Australia and an international team of more than 300 employees. As a certified B Corp, the brand prioritises people, the planet, and community.
Challenge
As Princess Polly expanded globally and introduced physical retail, customer data became fragmented across multiple systems. Email and SMS lived in separate platforms, making it difficult to understand customer journeys, measure performance, and deliver a consistent experience. The CRM strategy had reached a scaling ceiling without consolidation, and the team lacked visibility into who was receiving what, when, and where. They also wanted to strengthen loyalty by rewarding top shoppers with early access, exclusive events, and personalised experiences.
Solution
In 2025, Princess Polly consolidated their retail and DTC data along with core email, SMS, and app channels into Klaviyo B2C CRM to create a unified, omnichannel marketing engine. Klaviyo became the central hub providing a single source of truth for every customer interaction, enabling real-time action on data. The unified setup eliminated duplicate campaigns and reporting silos, delivering accurate attribution and real-time insights. Switching to Klaviyo SMS was a major turning point, accelerating SMS performance. Plans for 2026 include adding WhatsApp as another high-intent messaging channel.
Execution
Princess Polly built a cohesive omnichannel strategy using Klaviyo across three pillars: (1) Driving loyalty through connected experiences by identifying VIP customers based on cross-channel engagement and spend to power tailored offers and early access; (2) Boosting retention with sophisticated multi-channel automation flows that respond to customers whether they shop online, in-store, or in-app; (3) Crafting smarter strategy using enriched customer profiles to forecast preferred channels and suppress unlikely-to-engage subscribers, improving CRM spend efficiency.
Results
Since consolidating into Klaviyo in 2025, Princess Polly achieved 2.8× YoY global Klaviyo revenue growth in Q3 2025. Automations (flows) now account for more than 60% of global Klaviyo revenue, and flow revenue grew 4× YoY in both Australia and the US. SMS became one of their most effective revenue drivers across regions. The unified platform enabled global CRM scaling and expansion into new regions.