On September 16, 2025, we hosted another 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.
Top 5 takeaways
- Use storytelling to turn buyers into advocates
Scent is emotional, so invite customers to share memories and reviews, then reshare them across email, live shopping, and community. This inclusion makes people feel seen and fuels word-of-mouth.
- Personalize with unified data (Klaviyo + loyalty)
Combine purchase history, quizzes, reviews, and loyalty signals in Customer Hub to tailor recs, subscriptions, and VIP early access. Treat loyalists as the priority, not just another segment.
- Design loyalty beyond points, and mind your margins
A tiered, points-per-dollar program with gamification, referrals, and interactive prompts works well. “Surprise & delight” (e.g., cute free gift with purchase) and early access were standout winners. Prevent discount stacking and keep subscriptions non-stackable to protect profit.
- Split channel roles and let data pick the messenger
Email = richer storytelling and education (how-to content, launch details).
SMS = immediacy and exclusivity (early access, last-chance).
Klaviyo’s Channel Affinity helps choose the right channel. Dropping dynamic, verified Klaviyo Reviews into browse/cart/checkout abandonment notably lifted conversions.
- BFCM is relationship building, not just revenue week
Plan in late summer, test offers year-round, and drive reward sign-ups a few weeks prior. Stay nimble to adjust. Have post-purchase nurturing ready to go for first-timers (education, tailored recs), and consider tactile follow-ups like direct mail (e.g., Birds Eye Post integrated with Klaviyo).
Q&A with audience (last 20 minutes)
Q: We’re brand new with no customer base. What should we do first?
A: Partner on a giveaway/collab with a brand whose community aligns with yours to borrow audience and build email/SMS quickly. Paid ads can help, but prioritize community-led growth.
Q: What reviews platform do you use and why?
A: Klaviyo Reviews. Keeping reviews, email, SMS, and profiles in one place gives a single source of truth and lets us drop dynamic, product-matched, verified reviews into flows (big conversion lift).
Q: SMS or WhatsApp?
A: We use SMS only. (Klaviyo support for WhatsApp exists/expands, but we don’t use it today.)
Q: Best loyalty platform?
A: Depends on needs. We use Bubblehouse for tiers, referrals, gamification, and quick support; it integrates tightly with Klaviyo.
Q: How do you structure points?
A: Points per dollar, with higher tiers earning more per dollar. Bubblehouse handled the technical setup.
Q: Do you run refer-a-friend?
A: Yes, via Bubblehouse. We recently switched to persistent personal links to reduce friction.
Q: Which Klaviyo products are you using?
A: Customer Hub, Reviews, SMS, Email, and Customer Agent (AI chat) , consolidated for a unified customer view.
Q: Can you drag & drop reviews into emails?
A: Yes. Dynamic Klaviyo Review blocks matched to the browsed/abandoned product outperformed emails without reviews in A/B tests.
Q: When do you start communicating BFCM?
A: A few weeks before, we drive reward signups and anticipation. We keep specific offers quiet until launch for impact.
Q: How do you coordinate with acquisition before BFCM? Any site capture changes?
A: We update pop-ups/capture, flip a BFCM site theme, and push top-of-funnel growth for months prior to saturate the list.
Q: Wishlist / “drop a hint” features?
A: Customer Hub “Favorites” serves as wishlists. We’re considering a “win your favorites” giveaway.
Q: How do you balance offers (email signup, points, bundles, subs, BFCM) without killing margin?
A: Track offers in Asana and don’t allow discount stacking (especially on subscriptions). Generous programs are fine if stacking is controlled.
Q: What help desk do you use for customer service emails?
A: Gorgias (recently switched for a more modern workflow/support).
Q: Which flows include reviews?
A: Browser abandonment, abandoned cart, and checkout abandonment, verified reviews add trusted social proof at high-intent moments.
What did you think of this chat? Let us know below.
