Most retailers run separate systems for online and offline sales. Your Shopify store handles ecommerce, while your POS (like Lightspeed) manages in-store transactions. But when it comes to email marketing, this separation creates blind spots that hurt retention.
The Data Silo Problem
When in-store data doesn't sync to your email marketing platform (like Klaviyo), you're only seeing half the customer picture. A customer might buy in-store every month, but if that data never reaches Klaviyo, your email campaigns treat them like a lapsed customer. You might send "we miss you" emails to someone who actually purchased last week.
Why Unified Data Matters
Retailers who sync in-store data to Klaviyo see measurable improvements:
- Higher Average Order Value: When you know a customer's total lifetime value (online + offline), you can target them with higher-value offers.
- More Repeat Purchases: In-store buyers who receive personalized email flows convert more often than those who don't.
- Better Segmentation: Create segments like "High-value customers ($500+)" that include both channels.
- Fewer Mistakes: Avoid sending win-back campaigns to customers who just bought in-store.
Creating a 360° Customer View
The goal is a unified customer profile that shows all touchpoints: online purchases, in-store sales, email engagement, and product preferences. This "single source of truth" enables true omnichannel marketing where campaigns respond to complete customer behavior, not just online activity.
How to Unify Your Data
The easiest way to sync POS data to Klaviyo is using a purpose-built integration tool like Gather. It automatically syncs customer profiles, purchase history, and order details from your POS to Klaviyo in real-time. No manual exports, no custom API work-just connect and go.
Once your data is unified, you can create email campaigns that respond to in-store purchases, run cross-channel promotions, and segment customers based on their complete purchase history. This is how modern retail marketing should work.