Klaviyo Revolutionizes Omnichannel Marketing with AI-Driven Features and Enhanced Platform

Klaviyo has released a major platform enhancement to address disconnected customer experiences, using AI to deliver personalized, cross-channel experiences based on individual customer preferences. The new features include an omnichannel campaign builder, channel affinity powered by AI, native support for WhatsApp and RCS, and multi-touch attribution. These enhancements aim to help marketers move faster, make smarter decisions, and drive better results, all from one platform.

Klaviyo, a leading CRM platform for B2C brands, has announced a significant upgrade to its platform, introducing AI-powered capabilities to address disconnected customer experiences. The enhancements focus on delivering personalized, cross-channel experiences based on individual customer preferences, enabling marketers to move faster, make smarter decisions, and drive better results from a single platform.

Key features of the new platform include:

1. Omnichannel Campaign Builder: This new feature allows marketers to plan, launch, and measure complex, multi-day campaigns across various channels such as email, SMS/RCS, push, and WhatsApp. Built-in insights and AI-optimized delivery enable faster execution, reduced costs, and increased ROI without switching tools or duplicating work.

2. Channel Affinity: Powered by Klaviyo AI, this feature automatically learns each customer’s preferred channels and optimal engagement times, delivering messages where and when they are most likely to convert.

3. Native Support for WhatsApp and RCS: These features enable brands to reach customers where they already are with rich, interactive messages, boosting engagement and driving action without leaving the messaging app.

4. Multi-Touch Attribution: Providing real-time visibility into what's driving revenue, this feature helps marketers understand the impact of each touchpoint on the customer journey, allowing them to invest in what's working.

The enhancements aim to address the fragmented nature of customer experiences and the need for real-time, personalized engagement. According to Klaviyo, consumer shopping behavior has become increasingly complex, with consumers switching channels based on time of day and expecting a connected, personalized experience across all channels. The new features address these challenges by bringing customer data, content, orchestration, and reporting into one platform.

The launch of these features coincides with a shift in consumer behavior, where 54% of consumers ignore brand messages in at least one channel and 77% shop across three or more channels. The new platform is designed to help brands adapt to this reality, moving away from outdated models of consistency and control and embracing nuance and real-time responsiveness.

The platform is currently available to all Klaviyo customers, with some features in beta and others scheduled for general availability later this year.

References:
[1] https://www.klaviyo.com/solutions/omnichannel
[2] https://www.stocktitan.net/news/KVYO/klaviyo-rewrites-the-omnichannel-marketing-playbook-for-the-ai-232kczg7662k.html