Repeat purchase rate up 34% with retention system

A D2C brand was acquiring customers efficiently but losing them after the first purchase. We built a retention system, health scoring, repurchase triggers, win-back sequences, that turned one-time buyers into repeat customers.

Primary outcome

34%

Health scoring, automated repurchase triggers, and win-back sequences reduced churn and increased repeat purchase rate.

34%

Repeat purchase rate increase

18%

Win-back sequence conversion

Lifecycle stages:Retain|Stack:GallaboxZoho CRMWhatsApp Business API

The challenge

Customer acquisition cost had been optimised, the brand was good at getting customers. What happened after the first purchase was not managed at all. Repeat purchase rate was 22%, which is below-average for their category. The team knew this but had no system to address it.

What we built

We built a customer health model based on purchase recency, frequency, and category overlap. Customers in the "at risk" tier received a personalised WhatsApp sequence at the point of predicted churn, before they were already gone.

Repurchase triggers were built for the highest-frequency category combinations. Win-back sequences ran automatically for customers inactive for 90 days.

The outcome

Repeat purchase rate moved from 22% to 34% in the first six months. Win-back sequences converted 18% of lapsed customers. Customer LTV increased 28% across the active base, without any change to acquisition strategy or product.

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