Community spotlight: How Happy Wax is using zero-party data to remove friction and drive first purchases

One of our community members, ​@RachelF  from Happy Wax, shared a great example, in advance of the Jan. 2026 Fireside Chat with Octane AI, on how they’re using zero-party data in Klaviyo to improve personalization and make it easier for new customers to convert.

Here’s how they’re approaching it:

“A major win for us in 2025 was using a quiz as a top-of-funnel entry point, allowing customers to engage before they were ready to buy while giving us better data in Klaviyo to personalize from there.

We sync quiz data into Klaviyo, and when we email customers their results, we include a ‘make it a kit’ link. Using Klaviyo webhooks, we generate a dynamic, UTM-driven link that pre-builds the starter kit from their recommended scents and sends them directly into our final step of our kit builder, which is our primary entry point for new customers. This removes friction and allows for an easy path to purchase.”

What stands out here is how intentional the experience is end-to-end:

• The quiz acts as a low-pressure, top-of-funnel entry point

• Quiz responses sync into Klaviyo as zero-party data

• Results emails are personalized based on that data

• A dynamic link pre-builds a product bundle and drops the customer directly into the final purchase step

Instead of asking customers to start over, Happy Wax uses the data customers already shared to shorten the path to purchase and make the experience feel tailored.

Screenshots below show how this comes to life across the quiz results email and on-site experience.