Recap discussion: [Ask the experts] From clicks to bricks: Integrate the online and in-store customer journey

  • 27 April 2023
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Thank you for attending today’s Ask the experts panel discussion. 

You can view the recording of the main room below: 


You can view the recordings of each breakout room below: 

  • Breakout room with Jenni Kayne: 

  • Breakout room with Plaza Artist: 

  • Breakout room with Skiis and Biikes: 


In this session, we heard from the following panelists: 

Melissa Smith, Director of Retention Marketing at Jenni Kayne: Melissa is an experienced marketing professional at Jenni Kayne, a California lifestyle brand that sells furniture, home goods, clothing, and accessories. Founded in 2002, Jenni Kayne currently has 20 physical locations all across the United States, with 3 more opening soon. To bring together the online and in-store customer experience, Melissa focuses on location-based segmenting and advertising creative popup events and workshops to bring online subscribers in person. 

Mark Sorak, Director of Business Development, & Lauren DeMarsh, Creative Director at  Plaza Artist Materials and Picture Framing: Mark and Lauren have been with Plaza Artist Materials, an art supply and custom framing store, for 12 and 4 years respectively. Plaza Artist Materials currently has 12 physical locations in Washington DC, Maryland, Ohio, Tennessee, and Virginia. To bring their in-store data seamlessly into Klaviyo, Mark and Lauren worked with a developer to create custom APIs. The team uses this data to create personalized marketing messages for their customers, including sending specific welcome series flows for in-store signups and targeted campaigns based on previous purchase data. 

Devin Montgomery, Owner & Lucas Bridport, Product Marketing Manager at Skiis and Biikes: Devin is the owner of Skiis and Biikes, a specialty retail store that was founded in 1978, and Lucas has brought his marketing expertise to the family-owned brand for the past year. Skiis and Biikes currently has 3 physical locations in Canada, with one additional seasonal store. Using a POS integration, they sync their store data into Klaviyo. This data, in combination with online shopping data, shapes and informs their overall marketing strategy. 

Jeremy Brooks, Principal Customer Success Manager at Klaviyo: As a Principal CSM, Jeremy has a wealth of experience helping customers of all sizes and industries optimize their Klaviyo accounts. He is an expert at establishing a solid infrastructure and finding creative solutions that meet customers’ email and SMS marketing needs and more. He has worked with several brick-and-mortar businesses who bring their in-store/POS data into the platform, enabling them to be set up for success. 

Throughout this training, we learned more about how each business bridges the gap between the in-store and the online customer journey. Every business’ approach to aligning their brick-and-mortar stores and their e-commerce stores will be unique, but we hope that you gained some new ideas and perspectives from today’s panelists. As you explore next steps, the following resources may be helpful for you: 

Let’s keep the conversation going. Comment below and let us know what your business is doing to better streamline the online and in-store experience! 

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