Business Overview:
The client is a globally popular D2C beauty brand known for its clean, inclusive, and science-backed skincare line. With a customer base exceeding 3 million worldwide, they operate across 25+ countries, offering localized experiences tailored to diverse skin types, climates and regional beauty needs. Their business model centers around direct engagement with consumers, superseding traditional retail to maintain product integrity and healthy customer relationships.
They offer personalized routines, curated bundles, and expert-backed content through their digital storefronts. Their fulfillment approach blends regional warehouses with:
- Automated delivery partnerships,
- Timely access, and
- Consistent experiences across international markets.
Reason For Collaboration:
Their team originally operated on Salesforce and Shopify to manage sales operations and online storefronts across their D2C markets globally. As their clientele started expanding, the campaigns faced complexities. They began to encounter limitations, especially around behavioral targeting, post-purchase engagement and personalized automation.
With their CRM as Salesforce and storefronts managed by Shopify, there was no reliable system that powers the entire marketing lifecycle or multi-channel personalization. Faced with these challenges, they partnered with us to not only architect a real-time Salesforce Shopify Integration, but also identify and implement a scalable solution for behavior-based customer engagement.
Our Salesforce Integration experts recommended Klaviyo: both for its Shopify-native capabilities and its ability to sync perfectly with Salesforce for orchestrated, dynamic customer journeys.
Challenges:
1. No Behavioral Marketing Layer to Personalize Campaigns
They didn’t have a dedicated marketing automation platform which makes them rely only on the basic Shopify email flows for abandoned carts and shipping confirmations. These were functional but did not provide segmentation depth, behavioral triggers or dynamic content logic. This created missed opportunities for upselling, restock reminders and loyalty-building touchpoints.
2. Marketing Operated Outside Salesforce With No Central Visibility
Campaign planning and performance reporting were fragmented across multiple spreadsheets and Shopify apps. Since they weren’t tracking customer interactions manually, Sales and marketing had no common view of campaign performance, LTV (Customer lifetime value) by groups, or engagement history. This limited the growth scope of campaign strategy as well as post-purchase conversion efforts.
3. Manual Support Around Subscription Changes and Order Follow-ups
Customer support agents had to switch between Salesforce and Shopify to confirm order statuses, subscription modifications, and renewal dates. These manual processes slowed their response times and increased repeat contacts, especially in markets with time zone lags.
4. Leadership Lacked Channel-Level Attribution and Retention Insight
While their teams were tracking sales in Shopify, they were still left with little clarity on why customers converted or how to retain them. Sales or Revenue managers couldn’t connect revenue trends to campaign performance, customer behavior or subscription churn, making the growth planning speculative and reactive.
5. Inconsistent Personalization Across Global Storefronts
The client ran region-specific Shopify storefronts and localized product catalogs including different bundles and pricing in US, UK and GCC. But without unified segmentation logic or content governance in Klaviyo, campaign messaging often felt misaligned or redundant across regions, affecting customer trust and conversion.
Teams were duplicating flows and manually adjusting messages per store, leading to inefficiencies, inconsistent experiences and missed automation opportunities at scale.
Solutions:
Our Salesforce Integration experts designed and deployed a unified, API-led solution that connected Salesforce and Shopify through a real-time architecture. We also introduced Klaviyo as the missing behavioral engagement layer.
1. Klaviyo Setup and Integration with Salesforce + Shopify
Our experts suggested implementing Klaviyo as a dedicated marketing engagement platform after evaluating campaign needs, Shopify-native compatibility, and data sync flexibility. Our team:
- Implemented Klaviyo from scratch with core lists, behavioral segments, and custom properties mapped to Salesforce data structures.
- Build a custom API sync layer that connected Klaviyo with Salesforce Contacts and Campaigns. This allowed marketers to trigger flows based on CRM attributes, order status or past case resolutions.
- Enabled event streaming from Shopify including checkout initiation, items viewed, subscription paused, to trigger personalized Klaviyo flows.
- Delivered a marketing operations guide for hands-on enablement and smooth adoption, along with live training for campaign teams to manage lifecycle journeys using centralized data.
2. Unified Real-Time Customer View in Salesforce Using MuleSoft
Our team also built an API-led integration using MuleSoft to unify behavioral data across platforms into Salesforce. We also:
- Synced Shopify and Klaviyo data to update contact records with last purchase, campaign engagement, segment status and LTV.
- Designed custom Lightning components to surface key insights for Sales and Support teams within their workflow.
- Enabled real-time updates to Marketing Cloud personalization rules via Klaviyo sync, improving campaign responsiveness.
- Reduced platform-switching by empowering teams to act on customer behavior directly in Salesforce.
3. Subscription Intelligence Widget for Support Agents in Service Cloud
We built a custom Lightning Web Component to give support reps full visibility into subscription and engagement context. Our teams:
- Combined Shopify subscription details with Klaviyo flow activity, including billing history and fulfillment issues.
- Surfaced marketing engagement insights like campaign interactions and paused flow exclusions.
- Configured Flows to suggest next-best actions for reps based on real-time customer status.
- Delivered sandbox training and embedded micro-videos within the console for seamless agent enablement.
- Enhanced support efficiency without increasing platform complexity or tool overhead.
4. Campaign Attribution and Retention Reporting in Salesforce Dashboards
Our Salesforce Integration Architect developed attribution logic to unify campaign performance and revenue insights across platforms. We:
- Mapped Shopify UTM parameters, Klaviyo campaign IDs, and Salesforce Opportunity records into a cohesive attribution model.
- Built Salesforce Reports & Dashboards showing CAC vs LTC, high-converting flows, churn triggers, and re-engagement results by product or region.
- Enabled RevOps teams with segment and storefront-specific dashboard views for quicker, data-backed decisions.
- Removed dependency on external BI tools by centralizing performance insights within Salesforce.
5. Regional Personalization Framework Using Shared Klaviyo Logic + Salesforce Attributes
We established a dynamic segmentation framework to simplify and scale personalized marketing.
Our experts:
- Combined Salesforce tags (region, product preference, loyalty tier) with Shopify properties (locale, currency, language) into unified segments.
- Synced these segments into Klaviyo, enabling dynamic content blocks and conditional logic within campaigns and flows.
- Reduced campaign duplication by over 60% through modular, region-aware flow structures.
- Equipped marketing teams with a content library, flow templates, and hands-on training for scalable execution.
Benefits:
- Enabled a real-time feedback loop between purchase behavior and personalized messaging.
- Gave marketers full-funnel visibility to design loyalty campaigns grounded in actual sales and engagement data.
- Reduced manual effort across revenue, marketing, and eCommerce teams with centralized automation.
- Improved product discovery and upsell accuracy with dynamic customer segments updated from live behavior.
