repeat purchase rate
D2C customer retention flows that lifted repeat purchases for a wellness brand
D2C customer retention was close to zero for this wellness brand, as most buyers ordered once and growth depended on paid acquisition. Automated replenishment, cross-sell and win-back flows, plus WhatsApp reminders for those who preferred them, lifted repeat purchase rate by 44% in four months.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- D2C
- Services
- Lifecycle Marketing Services + more
- Platforms
- Klaviyo, Shopify, WhatsApp
- Duration
- 4 months
Where they started
Most customers bought once and never came back, so growth depended entirely on paid acquisition.
The approachWhat we changed
We built automated journeys for replenishment, cross-sell and win-back, and added WhatsApp reminders for customers who preferred it.
What other businesses can take from this
Wellness products are bought to be used up, which should make repeat orders easy. In practice many D2C brands put almost all their effort into the first order and send little afterwards beyond a shipping update. Customers run out, forget the brand name, and reorder whatever their marketplace shows them first.
The approach shows how much a few automated flows can do once set up. A replenishment reminder timed to when the product runs out, a cross-sell for a related item and a win-back for lapsed customers now produce 28% of revenue. Offering WhatsApp to customers who prefer it respects how they want to hear from you, and lifetime value rose 19%.
It suits brands with consumable products and enough first-time buyers to build on.
What moved
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