Case Study: Boston Proper boosts loyalty and personalization with Klaviyo

Boston Proper drives 78% of ecommerce conversions from repeat purchasers with Klaviyo

Boston Proper, a direct-to-consumer apparel brand, faced a fragmented customer journey due to using separate platforms for email and SMS marketing. This made personalization difficult and obscured which marketing touchpoints were effective. To gain a clearer view and improve personalization, they partnered with the vendor Klaviyo to implement its autonomous B2C CRM and Advanced Klaviyo Data Platform.

The solution from Klaviyo consolidated customer data across seven channels, enabling personalized campaigns and AI-powered channel targeting. This shift resulted in 54% of their ecommerce revenue being generated through Klaviyo in 2025, with 78% of conversions coming from repeat purchasers. The addition of Klaviyo Customer Hub also drove over $44,000 in revenue and facilitated tens of thousands of self-service interactions.

Boston Proper