How European Wax Center Scaled Smooth Guest Experiences with Smarter, Unified Data

With over 900 franchised locations and a growing line of skincare products, European Wax Center is on a mission to help guests feel confident in their own skin. As its digital presence grew alongside its in-store footprint, EWC needed to evolve how it managed and activated customer data across channels.

The Problem: Siloed Data Was Blocking Personalization

With a high volume of guest interactions across digital and physical touchpoints, European Wax Center was sitting on a goldmine of customer data. But tapping into it was a challenge.

EWC’s data was scattered across:

• The website and mobile app, where guests browsed services or booked appointments
• A custom POS and loyalty system, tracking in-center purchases and visits
• CRM tools like Salesforce and marketing platforms like Braze
• A central Snowflake data warehouse, maintained by the analytics team

This fragmentation led to:

• Incomplete customer profiles across tools
• Manual data stitching between systems
• Difficulty triggering real-time, behavior-based campaigns
• Inconsistent guest experiences, especially for first-time vs. returning customers

“We had rich behavioral and transactional data, but no easy way to activate it consistently. Every team had a slightly different view of the customer.” — Sr. Director of Marketing Technology, European Wax Center

The Solution: RudderStack for Real-Time, Unified Customer Data

EWC implemented RudderStack to break down silos and create a single, reliable view of each guest.

What They Built with RudderStack:

• Event streaming from web and mobile apps into Snowflake
• Real-time tracking of key actions: account creation, bookings, cancellations, purchases
• Reverse ETL pipelines to push enriched customer traits into Braze, Salesforce, and other tools
• Identity resolution to unify data across anonymous sessions, app logins, and in-store visits

“RudderStack became the backbone of our customer data infrastructure. We were able to track behavior once, clean it in the warehouse, and send it everywhere it needed to go.”

The Results: Clean Data, Smarter Campaigns, Happier Guests

1. True 360° Customer Profiles

With RudderStack, EWC’s teams now work from a single source of truth in Snowflake. Identity resolution ensures that behavioral data (web/app) is joined with transactional data (POS) to build unified guest profiles.

• Guests browsing waxing services without booking are now targeted with specific offers
• New visits and repeat behaviors feed directly into Braze campaigns in real-timeFranchise owners can personalize experiences based on visit frequency, service types, and loyalty status

2. Personalized Campaigns at Scale

Marketing can now run real-time, behavior-based automations in Braze, powered by reliable warehouse data.

• Lapsed guests receive personalized win-back messages based on their last service
• Wax Pass® holders are reminded when they’re due for their next visit
• App users receive service recommendations based on their past preferences

All of this is automated and continuously updated - no more manual CSVs or static lists.

3. Faster Time-to-Insight

Analytics and data science teams no longer have to “rescue” bad tracking or wait on engineering to instrument every event.

• RudderStack’s event tracking SDKs ensure consistent schema and naming
• Event data lands in Snowflake within seconds, ready for Looker dashboards or modeling
• The team spends less time fixing broken data, more time driving insights

“The time we’ve saved just on debugging tracking is a huge win. We trust what we’re seeing in Snowflake.”

4. Operational Efficiency Across Teams

Before RudderStack, syncing customer data between the warehouse and tools like Braze or Salesforce required custom scripts, spreadsheets, and long waits. Now:

• Reverse ETL flows keep tools in sync, automatically
• Marketing ops, CRM, and loyalty teams work off shared definitions
• New campaigns go from idea to execution in days instead of weeks

Looking Ahead: AI, Experimentation, and Deeper Personalization

With a strong data foundation in place, European Wax Center is looking ahead. The team is:

• Exploring AI-driven recommendations for services and offers
• Testing personalization variants in Braze to optimize engagement
• Planning deeper integrations with in-center experience data (e.g., service quality, reviews, timing)

Key Takeaways

• Customer data silos were holding back EWC’s growth - especially in marketing and personalization.
• RudderStack centralized and activated that data, connecting web, mobile, in-store, and warehouse sources.
• Teams now work faster and smarter, launching better campaigns with less effort.
• Guests get consistent, personalized experiences, no matter where they interact.