Future Commerce
· with Ben Jackson
· September 5, 2025
· 36 min
Summary
This episode of Future Commerce features Ben Jackson from Klaviyo, dissecting how sports brands can forge deep fan engagement using a sophisticated CRM strategy. It moves beyond basic campaigns, emphasizing data-driven relationship building at scale to achieve "rocketship growth." The discussion highlights the importance of a "both/and" approach to CRM, exemplified by Castore, to navigate the complexities of attribution and maximize customer lifetime value.
Key takeaways
Implement a multi-instance CRM model to cater to diverse fan needs and avoid false trade-offs, learning from Castore's approach.
Leverage Klaviyo as a "personal CRM" to move beyond campaign-centric marketing towards personalized, relationship-driven engagement at scale.
Utilize customer data to personalize experiences and predict fan behavior, transitioning from transactional interactions to building long-term loyalty.
Acknowledge the limitations of current attribution models and develop strategies to measure the true impact of relationship-building efforts.
Develop automated marketing workflows and micro-segmentation strategies to deliver consistent, seamless omnichannel experiences that foster brand community.
Klaviyo has become the de facto personal CRM for eCommerce. Ben Jackson, Managing Director for EMEA, joins us to unpack how brands move beyond campaign calendars into relationship-building at scale. We get into rocketship growth, why attribution is still broken, and how Castore’s multi-instance CRM model points to a future where both/and thinking beats false trade-offs.
What does this episode say about customer retention?
Implement a multi-instance CRM model to cater to diverse fan needs and avoid false trade-offs, learning from Castore's approach.
What does this episode say about email & sms?
Leverage Klaviyo as a "personal CRM" to move beyond campaign-centric marketing towards personalized, relationship-driven engagement at scale.
What does this episode say about analytics & attribution?
Utilize customer data to personalize experiences and predict fan behavior, transitioning from transactional interactions to building long-term loyalty.
What does this episode say about dtc strategy?
Acknowledge the limitations of current attribution models and develop strategies to measure the true impact of relationship-building efforts.
What does this episode say about customer retention?
Develop automated marketing workflows and micro-segmentation strategies to deliver consistent, seamless omnichannel experiences that foster brand community.
