During sales periods like Black Friday and Cyber Monday (BFCM), the temptation for many e-commerce brands is to double down on short-term tactics: flash sales, discount codes, and last-minute offers that can see revenue spike, but often do little to build long-term loyalty. Lasting success comes from fitting these moments into a broader, year-round sales plan that builds loyalty beyond the hype.
The brands that truly win during BFCM and long after are the ones that see peak sales periods not just as a chance to boost conversions, but as an opportunity to acquire new customers and bring lapsed ones back. They use these moments strategically, supported by a clear owned-channel approach to nurture those relationships and keep customers coming back long after the sale ends.
In a noisy online market, many consumers are looking for authenticity, consistency, and connection. That’s why brands are increasingly turning to tools like Klaviyo that make it possible to deliver relevant, real-time messages throughout the year across channels like email, SMS, WhatsApp, and push notifications – all based on a customer’s behaviour and preferences.
Tune in to Klaviyo’s on-demand webinar to learn more about how Bangn Body built a sales strategy that drives year-long revenue and community growth.
Building a brand through a community
That kind of intentional, data-driven brand building was central to the growth of Bangn Body. For founder and CEO Priscilla Hajiantoni, building a community and driving traffic through organic social media was key to getting her skincare range off the ground. But as the brand scaled, so did the need for more personalised communication and a smarter way to deliver it.
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Bangn Body was born from Hajiantoni’s personal struggle to find products that addressed her hormonal acne and eczema. It was a three-year labour of love before she was ready to launch, and in that time she built an online community of people who shared her skin challenges.
“My goal was to build an authentic community that would come together and be the voice of the brand,” she says.
It worked, and as the brand grew, so did the challenge of maintaining that connection across thousands of customers.
“Digital marketing was always our primary focus, especially organic social channels. But the core difference between channels became clear: social media lets you speak to everyone, but we needed a way to speak directly to individuals.”
That’s when personalisation at scale became critical and where Klaviyo stepped in, she says.
Unlike social media, targeted marketing platforms provide the tools to segment audiences, tailor messages, and time communications. And for a growing e-commerce brand, that ability to deliver the right message to the right person at the right time is what drives real loyalty.
“The data that is now available makes it much easier to understand what’s working and where to focus your efforts,” she explains.
“With Klaviyo, that process is incredibly seamless. The platform makes it easy to extract and analyse data so you can identify the right levers to pull – and when to pull them,” says Hajiantoni.
Understanding your customers through data
For Bangn Body, building those lasting relationships starts with understanding its customers. Integrations between Klaviyo and the brand’s website, loyalty program, and marketing channels provide a full view of the customer journey.
Rather than blanketing audiences with the same promotion, Bangn Body uses flows that are automatically triggered by customer behaviour. For example, when someone reaches a loyalty milestone, they’ll get a message (via email or SMS) letting them know they’re one step away from unlocking a reward, like a free product or an exclusive discount.
“We use Klaviyo’s segmentation and automation to create experiences that are both personal and intentional,” Hajiantoni explains. “So when we communicate, whether it’s a message, a reward, or a reminder, it’s always timely and relevant.”
“It’s a great way to engage customers at the right moment and give them a reason to come back,” she says.
Running sales with purpose
For brands focused on longevity, every sale should be intentional.
“We’re very intentional about our sales. If you become too sales-driven, you risk losing credibility,” she says. “Every promotion we run has a clear purpose: to reward loyal customers and give new ones a low-barrier way to try the product.”
That strategy only works when the communication behind it is equally thoughtful. It’s not about sending more messages, it’s about sending the right ones.
With tools like Klaviyo, brands can build personalised, scalable strategies that foster loyalty, create advocacy, and keep customers coming back. Whether it’s email, SMS, or push notifications, the key is using data to meet customers where they are, with the message they’re ready to hear.
