Klaviyo Launches Location Hub for Store Proximity Marketing

On October 28, 2026, Klaviyo introduced Location Hub, a tool for marketing teams that operate physical stores. It brings store and event information together, creates customer audiences based on proximity to specific addresses, and helps measure the results of local campaigns.

For retailers using Shopify POS, Location Hub also connects marketing activity with in-store orders and revenue. The update extends Klaviyo's customer data and direct marketing workflows beyond online storefronts.

Location Hub Connects Stores, Audiences, and Campaigns

Location Hub appears in Klaviyo's Audience area and has two core components: Locations for permanent physical sites and Live Events for time-limited activities.

In Locations, a marketer can create a store profile with its name, address, location type, contact details, and other information. The supported location types extend beyond retail stores to restaurants, hotels, gyms, and distributors.

Locations can be entered manually, uploaded through CSV, imported from Shopify, or created with the help of an AI assistant connected to Klaviyo through MCP.

Each location brings together its associated audiences, campaigns, events, and performance indicators. This enables teams to manage local marketing within Klaviyo rather than maintaining separate spreadsheets that map stores to customer segments.

Customer Segments Can Be Built Around Distance From a Store

The central new feature is proximity-based audience segmentation. When a location is added, Klaviyo offers to create a segment of customer profiles within a specified radius of its address.

The default radius is 30 miles, but marketers can change it. Segments can also be filtered by subscribed communication channels, including email, SMS, mobile push notifications, and WhatsApp, as well as by conditions in the standard segmentation builder.

For example, a retailer could select subscribers living within 10 miles of a store and invite them to a local sale or the opening of another location.

Up to 20 segments can be associated with one location, while each segment can be linked to only one location. Location Hub can also add a profile property such as store_region, making it possible to use geographic audience membership in message personalization and other segmentation workflows.

This is not real-time geofencing. Location Hub uses geographic information available in customer profiles. It does not automatically determine a person's live position or trigger a message the moment that person approaches a store.

Live Events Supports Store Openings and Local Promotions

The Live Events component organizes marketing around activities with defined dates. Teams can add store openings, pop-up shops, local promotions, product presentations, and partner events.

Each event can have a name, category, address, start and end dates, and supporting information. It can be linked to one or several existing locations or set up at an address that is not a permanent brand location.

Invitations can use customer segments already associated with those stores, and additional audiences can be selected where needed.

Within an event, Notify Audience opens Klaviyo Composer with a prepared prompt containing information about the event and its intended audience. After messages are sent, marketers can review the contacts reached, associated campaigns, and changes in audience size.

This keeps event-based email, SMS, and other local outreach within the same marketing environment as ongoing customer communications.

Shopify POS Links Physical Locations With Order Revenue

For retailers using Shopify POS, Location Hub adds store-level performance data. Once a Shopify store location is linked to its matching Klaviyo location, the Performance view can show in-store purchases, gross revenue, net revenue, returns, and associated campaigns.

The connection uses Shopify Location IDs rather than store names. One Shopify location can be matched to one Klaviyo location.

Klaviyo does not simply import precomputed revenue totals from Shopify. Instead, it calculates reporting metrics from Placed Order events stored in customer profiles and the location data associated with those events.

Historical attribution to individual locations is supported beginning July 24, 2026. Earlier orders cannot be allocated to stores through this mechanism because the necessary location identifiers were not preserved in those events.

Using the integration also requires Shopify Markets synchronization to be enabled in the Klaviyo-Shopify integration settings, even when the retailer does not use Shopify Markets to sell internationally.

Linked locations sync daily, but only the location name is updated automatically. Other location details must be maintained separately in Klaviyo.

Store-Level Reporting Makes Local Campaigns Easier to Analyze

For every location, Klaviyo reports on campaigns sent to its associated segments, as well as audience size and audience changes.

A retail chain, for example, could send an SMS promotion to subscribers within a given distance of a store and then review communication results alongside physical purchase data, provided Shopify POS is connected.

Live Events have separate reporting for reach and associated campaigns. When an event is linked to a permanent store, relevant sales data appears in that location's Performance view.

However, revenue attributed to a campaign is not the same as incremental revenue. A recorded purchase may have happened without that message. Location Hub provides attribution data but does not replace a controlled experiment designed to measure additional sales.

Reporting also depends on the accuracy of customer profiles, order events, and the relationships among segments, campaigns, and physical locations.

Klaviyo Extends Customer Data Activation to Physical Retail

Klaviyo is a customer data and direct marketing platform focused primarily on ecommerce. It combines customer profiles, segmentation, email, SMS, mobile push, WhatsApp, automated journeys, and marketing analytics.

Location Hub expands those capabilities into physical retail. It lets marketers use geographic proximity as another audience criterion and combine store-specific campaigns with information about purchases at individual locations.

For companies operating multiple stores, the main benefit is a common system for centralized CRM marketing and local commercial activity. Proximity segments support regional offers, while Shopify POS reporting adds offline purchases to the analysis of campaign outcomes.

Location Hub is not a live location-tracking system or an independent solution for measuring advertising-driven store visits. Its primary value is connecting information that businesses already hold about customers, physical sites, communications, and orders.