Learn how Happy Wax turns BFCM traffic into long-term loyalty. Practical tactics, data strategy, and full Q&A recap from our Klaviyo Fireside Chat.

On September 16, 2025, we hosted another Real Stories, Real Success Fireside Chat featuring ​Rachel Fagan, VP of Marketing at Happy Wax. The session explored how a loyalty-first strategy can protect margin, strengthen community, and extend the value of every BFCM shopper well past the holidays. Below are some key takeaways from Rachel! 

Key takeaways

1) Lead with loyalty, not markdowns

Treat BFCM as a catalyst to grow your member base and brand advocacy–without racing to the bottom on price.

“It’s not just a sales week or weekend. It’s the biggest opportunity to really build long-term relationships.” 

2) Centralize channels in Klaviyo

Consolidating email, SMS, reviews, and Customer Hub gives a single source of truth and enables real-time orchestration—e.g., quickly thanking a reviewer and inviting them into loyalty, and using Channel Affinity to pick the right channel for each person.

“It really connected the dots in real time for us and still does.” 
“Channel affinity… is really truly a game changer.”

New to Klaviyo resources? Explore the Help Center and Klaviyo Academy.

3) Design ahead; retain after

Build segments/offers with loyalty data before BFCM, then extend engagement after with personalized post-purchase flows that turn deal-seekers into loyal advocates.

“Don’t wait to re-engage… make sure you’re ready to nurture them.”

4) Protect brand equity

A loyalty-first plan lets premium brands stay true to voice, values, and vision—while still winning BFCM.

“I think for us, storytelling is definitely how we keep retention human and not just transactional.” 

Playbook: Before, during, after BFCM

Before

• Map member-only value (tiers, early access, gifts) and pre-build segments for replenishment, cross-sell, and “VIP first look.”

• Align messaging across email/SMS/reviews so members feel recognized everywhere.

“We test things throughout the year… to then see what we’re really going to do during that heavy-hitting season.” 
“We can be super quick to market… three weeks later, we’re actually producing that idea.”

During

• Prioritize early access and exclusive perks for loyalty members; scarcity works especially well with seasonal SKUs.

“SMS is so personal. It’s literally like texting your best friend for us.”

After

• Trigger post-purchase journeys tailored to member status and purchase context; invite reviews/UGC and accelerate second purchases with relevant recommendations.

“Start small. Don’t be afraid to start small.”

Full Q&A recap

During the last 20 minutes of the interview Rachel answered lots of questions from the audience. 

Q1: We’re a brand-new shop with no customer base. What should we do first to build community and loyalty?
A: Partner with an adjacent brand for a co-marketing giveaway/collab to tap an existing, dedicated community. It’s a high-leverage path to early list growth and advocacy.

Q2: What platform do you use for reviews? Why?
A: Klaviyo Reviews. Happy Wax moved email, SMS, reviews, and Customer Hub into Klaviyo for a single source of truth and easier orchestration—wouldn’t switch back.

Q3: Do you text via SMS only, or also WhatsApp?
A: SMS only today (WhatsApp is available in Klaviyo, but not used by Happy Wax in this case).

Q4: “Best” loyalty platform?
A: It depends on your needs, but Happy Wax uses Bubble House for fast support and modern features (tiers, gamification, referrals, interactive rewards). Loyalty engagement “exploded” after switching from an older, more dated platform.

Q5: How can loyalty work for high-price, non-consumables?
A: Loyalty is more than points; focus on community and two-way conversation, then tailor mechanics to purchase cadence. (Rachel will share added nuance in a Community follow-up.)

Q6: How do you keep offers organized and protect margins (sign-up discounts, points, bundles, subscriptions, BFCM)?
A: Rigorous offer tracking (Asana boards) and strict no-stacking rules—especially on subscriptions. Maintain a calendar of live/sunsetting promos to avoid overlap.

Q7: How do you set points?
A: Points per dollar, with higher earn at higher tiers (initial setup handled by the loyalty vendor).

Q8: Do you run “refer-a-friend”?
A: Yes—via the loyalty vendor. A recent change to a persistent sharable link per customer reduced friction and should boost referrals.

Q9: Which Klaviyo products are you using?
A: Email, SMS, Reviews, Customer Hub, and Customer Agent (AI chat)—with a strong preference to pilot new features.

Q10: Can you drag-and-drop reviews into emails? Does it help?
A: Yes—dynamic, event-based review blocks in Klaviyo emails. A/B tests showed emails with reviews outperformed those without, with “verified” badges adding trust.

Q11: When do you start communicating BFCM promos?
A: A few weeks ahead, mainly to drive loyalty sign-ups and anticipation; specific offers go live at launch.

Q12: How do you partner with acquisition for BFCM lead gen?
A: Sitewide updates (including a theme swap) and months of upper-funnel list growth to “saturate” the list before peak.

Q13: Wishlist/favorites?
A: Customer Hub Favorites (no separate wishlist app). Considering a “win your favorites” giveaway to deepen engagement.

Q14: Which flows include review blocks?
A: Browse abandonment, cart abandonment, and checkout abandonment—to provide social proof right before purchase.

Q15: What do you use for customer service emails?
A: Gorgias (recent switch for a more modern experience and stronger support).

Watch the recording and keep learning

• Rewatch the session here.

• Check out upcoming events.

• For a previous Happy Wax session, (hear more about the warehouse fire see the earlier recap: “Galvanize your marketing strategy with Happy Wax” (rewatch link).