Happy Way unlocks their best BFCM to date, driving 27% YoY growth in Klaviyo-attributed revenue

Happy Way helps people get more out of their day with all-natural health products, from protein powders and performance supplements to superfood snacks. Proudly Australian-owned and operated, the ecommerce brand has expanded globally over nearly a decade in business. Now, their products are sold in 64 countries by 1,500+ stockists.

Learn why Happy Way switched from Mailchimp and Yotpo to Klaviyo

Challenge

In the early days, Happy Way used Mailchimp for email marketing and Yotpo for SMS. But the functionality of both platforms was limited.

Mailchimp didn’t integrate well with Shopify, and Yotpo made attribution clunky and inaccurate. Neither platform allowed Happy Way to segment audiences effectively, so the brand was forced into a batch-and-blast strategy. And with customer data spread across multiple platforms, the brand had no single view of each customer’s behaviours, interests, and dietary preferences.

Happy Way needed to consolidate their marketing in a platform that would simplify segmentation and streamline omnichannel campaigns.

Solution

By switching to Klaviyo, Happy Way consolidated email and SMS marketing into one platform.

In Klaviyo, Happy Way built out a range of customer segments. By segmenting based on preferred channels and dietary preferences, the team has been able to tailor messages across email and SMS to deliver more relevant offers, bundles, and product recommendations.

Klaviyo has also helped Happy Way improve the performance of automated flows. The team now runs a series of abandoned cart flows and replenishment flows triggered by common behaviours or profile properties—such as the time since their last order—to boost customer retention and repeat purchases.

“I’ve used a lot of other tools in the past, and Klaviyo is so much easier, more powerful, and more user-friendly, too. I went into using Klaviyo with no prior experience and never encountered any roadblocks or questions, meaning our team has been able to see value from switching to Klaviyo from day one,” says Morgan Riddle, digital ecommerce manager at Happy Way.

I’ve used a lot of other tools in the past, and Klaviyo is so much easier, more powerful, and more user-friendly, too. I went into using Klaviyo with no prior experience and never encountered any roadblocks or questions, meaning our team has been able to see value from switching to Klaviyo from day one.

Strategy

Now familiar with Klaviyo’s rich functionality, Happy Way was keen to evolve their marketing strategy ahead of one of the brand’s biggest sale moments of the year: the Black Friday Cyber Monday weekend. To make BFCM 2023 Happy Way’s most lucrative sales season to date, the team turned to Klaviyo to implement:

• An omnichannel email and SMS strategy throughout BFCM to deliver the right message to the right audience at the right time. For example, Happy Way sent final-hour sale reminders via SMS to prompt immediate action, while sharing long-form sale announcements from the CEO as plain text emails.
• A highly segmented approach targeting their most engaged customers with early-bird communications, giving loyal shoppers first exclusive access to their BFCM sale even before the official sale kicked off. Happy Way also used segmentation to serve up tailored product recommendations—such as only sharing vegan products with vegan customers during BFCM.
• Automated flows based on purchase history to boost retention post-BFCM by reminding customers to reorder 60 or 90 days after their last purchase. Flows included recipe ideas and even add-on product recommendations to boost each customer’s lifetime value well after the BFCM sale season ended.

Moving forward, the brand is experimenting with Klaviyo CDP, which saves rich data points about each shopper in one place and empowers the Happy Way team to act on insights quickly and effectively.

“Klaviyo helps us not bombard the same people time and time again, only serving relevant products to customers by adopting a highly segmented approach. We know that the platform is working because customers are redeeming discount codes only shared in time-sensitive campaigns via Klaviyo, showing the power of sending targeted messages to the right customer at the right time,” says Hien Nguyen, co-founder of Happy Way.

Klaviyo helps us not bombard the same people time and time again, only serving relevant products to customers by adopting a highly segmented approach.