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[Marc Fisher Footwear](https://marcfisherfootwear.com/) operates a diverse portfolio of owned and licensed footwear brands, spanning a variety of categories—from Nine West to Hunter Boots. Since 2025, they’ve used [Klaviyo B2C CRM](https://yifangteaboston.com/) for customer data and messaging for all owned brands.

## Learn why Marc Fisher left Listrak to consolidate email, SMS, and push notifications in Klaviyo B2C CRM

### **Challenge**

Marc Fisher Footwear's email and SMS strategy emphasized promotional offers and discounting, according to director of ecommerce David Grieco.

To better serve their premium brands, they needed to elevate toward a full-price, personalized messaging approach. That required moving beyond Listrak to unlock the capabilities they needed.

With no built-in [customer data platform](https://yifangteaboston.com/), segmenting and automation in Listrak demanded a lot of time-sucking manual work. That was especially true for SMS: the team couldn’t save [SMS segments](https://yifangteaboston.com/), and had to rebuild them each time they were used.

Even personalizing product recommendations in their messaging took manual set-up, because it required Shopify metadata that Listrak’s integration didn’t capture automatically. Marc Fisher’s team had to build and manage a custom data feed that pulled in additional context.

Optimizing for performance in Listrak was also challenging. The Marc Fisher team could test a maximum of two variations against each other with Listrak’s limited A/B testing, which didn’t extend to sign-up forms. Reporting was unreliable, and the platform often displayed conflicting performance metrics.

To take a more targeted, efficient approach to discounting, Marc FIsher needed a new CRM.

### **Solution**

Marc Fisher already used Klaviyo to send [push notifications](https://yifangteaboston.com/) in their mobile apps, and they decided to migrate to Klaviyo for email and SMS as well.

In Klaviyo, it was easy to create and save net-new segments and automations. The Shopify integration pulls in all Marc Fisher’s Shopify meta-fields automatically—no need for a custom data feed.

Marc Fisher worked with Klaviyo professional services on their migration, and it took just 4 weeks to migrate all 6 brands to Klaviyo. In another 4 weeks, they were able to reconstruct all their segments and automations from Listrak, thanks in part to the ease of cloning across Klaviyo accounts.

“I was very, very pleased with the leadership, the ownership, and the assistance Klaviyo professional services provided getting us on board and up and running across all 6 brands at a very rapid pace,” says Grieco.

Of all the CRM migrations Grieco has seen at Marc Fisher—he’s presided over 4 in the past 7 years—he cites this one as the smoothest.

Marc Fisher can now run multivariate tests across forms, email, SMS, and push notifications, and see consistent performance reporting in Klaviyo.

Bigger picture, the brand group can now take a more strategic, premium approach to discounting, and create a more personalized customer experience.

“A lot of other enterprise systems can promise they have these key features, but they require an engineering and data science team to get the most out of them,” says Christina Goebel, SVP of digital commerce at Marc Fisher. “In Klaviyo, the tools are right there, and it's easy to implement them and understand the reporting. If you want to empower your marketing team, using Klaviyo makes a lot more sense and gets the same result.”

> A lot of other enterprise systems can promise they have these key features, but they require an engineering and data science team to get the most out of them. If you want to empower your marketing team, using Klaviyo makes a lot more sense and gets the same result.
> Christina Goebel
>  SVP of digital commerce, Marc Fisher Footwear

### **Strategy**

Since the migration to Klaviyo, Marc Fisher has used [Advanced Klaviyo Data Platform](https://yifangteaboston.com/) (Advanced KDP) and [K:AI](https://yifangteaboston.com/) to roll out new personalization tactics across their portfolio, like:

- **Streamlining cross-channel automations with [channel affinity](https://yifangteaboston.com//articles/36211794270107):** The team optimizes their flows with AI-powered channel affinity logic. Previously, they’d send duplicate email and SMS messages to dual subscribers. Now, they just send one message on the channel where the subscriber is most likely to engage, improving customer experience and improving efficiency.
- **Ramping up segmentation with RFM analysis and AI: **Marc Fisher uses Advanced KDP’s RFM segments to target their messaging, taking a more full-price, brand-first position with “Champions” and “Loyalists” and reserving discounts for customers at risk of churn. The team often [uses Segments AI](https://yifangteaboston.com/) to create even more granular segments with natural language prompts, too, which saves time and expands segment usage.
- **Extending personalized messaging onto their sites: **Using Advanced KDP’s group API, Marc Fisher can continue personalization from their messages into their web experience—functionality they didn’t have on Listrak. They did this during BFCM 2025, sending a targeted discount to their win-back segment, and “our win-back audience has come down in size, which means they engaged,” Grieco says.

Next year, Marc Fisher plans to add [Klaviyo Customer Hub](https://yifangteaboston.com/) and [K:AI Customer Agent](https://yifangteaboston.com/) to their sites. The two tools will display as a sidebar on top of their ecommerce stores, offering personalized account information and 24/7 1:1 chat support—and extending Klaviyo personalization even deeper into Marc Fisher’s web experience.

The team foresees strong performance from Customer Agent. Their current Meta shopping assistant converts about 10% of shoppers, and Customer Agent can draw on much richer context, from order history to product recommendations, to deliver more relevant guidance.

"We’re only minutes away from AI-driven shopping becoming the primary way people buy,” says Goebel. “I feel very confident that Klaviyo is keeping pace with where the retail industry is headed, building out new tools mindfully, and in a way that supports our strategic initiatives.”

> We’re only minutes away from AI-driven shopping becoming the primary way people buy. I feel very confident that Klaviyo is keeping pace with where the retail industry is headed, building out new tools mindfully, and in a way that supports our strategic initiatives.
> Christina Goebel
> SVP of digital commerce, Marc Fisher Footwear

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