Repeat purchase rate up 40% in 12 weeks.
A colour cosmetics brand was acquiring customers effectively but losing most of them after first purchase. Repeat rate was 18%.
UK Colour Cosmetics Brand - Colour Cosmetics
+40%
Repeat rate lift
+45%
Email revenue
+32%
LTV increase
The challenge
Strong acquisition but weak retention. Repeat purchase rate of 18%. No post-purchase flows. Generic email blasts to the entire list. Rising CAC with flat LTV.
The approach
Built behaviour-triggered post-purchase flows: replenishment reminders based on product type, cross-sell recommendations based on purchase history, shade-extension suggestions for colour customers.
The outcomes
- Repeat purchase rate increased from 18% to 25%
- Email revenue up 45%
- Customer lifetime value increased by 32%
- CAC payback period shortened by 3 months
"We were spending so much on finding new customers that we forgot about the ones we already had. The post-purchase system changed everything."
Founder, UK Colour Cosmetics Brand