Fresh Clean Threads customers who saw Lifecycle experiences had a 5.6% higher AOV and a 2% higher order frequency.
Lifecycle
by Sammi Wong
Not too long after joining Fresh Clean Threads, Brendan Roeschel found something in the brand’s repurchase data that changed the way Brendan would try to manage lifecycle marketing: For every additional t-shirt purchased in a customer’s first order, that customer’s 12-month order frequency dropped 10-15%.
In a world of maximizing 30/60/90-day LTVs, this posed a problem: A great acquisition outcome led to increased complexity in retention. Brendan and his team could either keep those higher-value customers in their everyday retention flows, which they knew didn’t fit from a timing perspective, or spend the time to create more personalized lifecycle messaging for various customer types.
Doing so, however, would at least require extensive data analysis and complicated Klaviyo flow logic. Both were things Brendan couldn’t justify without knowing the incremental impact.
This tension in doing what’s best for maximizing retention, though, is nothing new.
Through the lens of revenue, retention falls prey to the law of depreciating returns much faster than acquisition. Because the top-of-funnel is so much smaller for retention, a 4% improvement on a retention effort has far less of a raw-value revenue impact than a 4% improvement on an acquisition effort. Since most brands, despite the move to profitability, still score themselves off top-line revenue, the bias, then, is to play to the lowest common denominator: improve retention for the easiest-to-influence group, and move on.
Fresh Clean Threads, though, had gotten to the point that it needed to find additional wins.
In outlining his challenges in conversations with the Repeat team, Brendan decided to test Repeat, because Repeat automates the most difficult and time-consuming workaround for returning customer personalization (think: timing of key emails, cross-sell and upsell recommendations, etc.).
He and his team didn’t have the time to test these efforts themselves, he said, but if they could be automated, it’d be worth the test.
In setting up the test, Repeat built a holdout test for Fresh Clean Threads, withholding 50% of both the brand’s existing customer base and newly acquired customers to analyze the impact of Repeat on both types of customers.
Fresh Clean Threads used every aspect of Repeat—personalizing the timing of key Moment messages (cross-sell, replenishment, subscription upsell, and lapse prevention) via flows and merchandising traditional campaign emails to match those Moments across their email and SMS channels. (Though Fresh Clean Threads is no stranger to holdout testing, this was the first time they’d conducted a cross-channel holdout test —a cool milestone for the brand in and of itself.)
Brendan and his team were able to use Repeat templates and the brand’s own creative library to quickly build the necessary assets to launch.
Originally scheduled as a 90-day holdout test, Repeat’s impact was so significant in the first 30 days that Brendan decided to call the test and roll out Repeat to the entire customer base.
After 30 days, Fresh Clean Threads customers who saw Repeat experiences had a 5.6% higher AOV and a 2% higher order frequency. Combined, the two metrics drove a 7.7% lift in 30-Day LTV, achieving Brendan’s goals of proving meaningful incremental revenue and doing so without overly investing the retention team’s time in the test.
Case Study
Reviews Customer
“For any lean team considering Stamped, we’d say it’s a great solution. It’s cost-effective, easy to manage, and delivers results without needing a big internal lift.”
GURU Energy Team
Lifecycle Customer
"I really think Stamped is about driving loyalty. Not just within the lifecycle of the consumer, but getting that person to think about us again at the top of their mind, and then getting them to stick with us for the long term."
Margie Clark
Director of Brand Marketing at wildwonder
Loyalty Customer
“Retention is a top priority for us, and Stamped has been a game-changer. Not only have we re-engaged lapsed customers, but we’ve also increased AOV among our most loyal shoppers—all without relying heavily on discounting.”
Laura Cantor
VP of Marketing at New York & Company
Reviews | Loyalty Customer
"We were trying to cut costs everywhere we could, and one of our colleagues found Stamped. At first, we thought it offered the same things as [our previous reviews & loyalty provider], but when we actually started, we found that it's a lot more user-friendly. We really like it a lot so far."
Melissa Reyes
Head of Customer Experience at Opopop
Reviews Customer
"Integrating Stamped Reviews into our landing page strategy has significantly boosted our conversion rates. We love how effortlessly we can gather photo and video testimonials from our customers, enhancing revenue growth. Stamped stands out as a top-tier platform for optimizing websites and harnessing authentic customer testimonials to their fullest potential."
Kevin Gundersen
CEO of Inno Supps
Lifecycle Customer
“Truly, it's helped the repeat purchase rate because we now know when someone might need to replenish.”
Amber Reyes
Senior Manager, Acquisition & Media at Kopari
Lifecycle Customer
“Repeat streamlines the reordering process for our customers...helping us crack the code on creating messaging that really converts.”
Michelle Paulhus
Senior Growth Marketing and Retention Manager at Olipop
Loyalty Customer
"Rather than competing with ourselves on price on Amazon, we wanted to find ways to make buying on our website more attractive."
Josh Poole
Founder and CEO of PEScience
Lifecycle Customer
Fresh Clean Threads customers who saw Lifecycle experiences had a 5.6% higher AOV and a 2% higher order frequency.
Reviews Customer
"Stamped is definitely a game changer to getting quality reviews, content, and customer engagement compared to every other reviews or loyalty platform."
Mike Auerbach
Founder of Kingdom Kratom
Loyalty | Reviews Customer
“Reviews are hugely important for us and for the shopper experience, and having the ability to customize what those emails look like, what those widgets look like on the site, answer questions as well. That's massive for us and really helping to drive conversion rates.”
Troy Petrunoff
(Former) Senior Retention Marketing Manager at Every Man Jack
Lifecycle Customer
“Personalized timing powering direct mail helped us reach our customers at the right moment to really amplify second purchases.”
Dejan Rankovic
Senior Director of Growth at Dr. Squatch
Loyalty | Reviews Customer
"[Stamped] has really supported us in communicating our appreciation for our customers, and in turn made our audience stick more closely with us as we have grown. Stamped has definitely supercharged our customer retention."
Casey Hart
Director of Marketing at Lilac St.
Lifecycle Customer
"Once you've purchased from us, it's more about keeping you in the community with education , because I know Repeat is coming...we're on brand building and Repeat is on the sales side of it, and I don't worry about it."
Nnamdi Ugwu
Co-Founder of Black Girl Vitamins
Lifecycle Customer
By using a banner driving to their Repeat cart at the top of their emails, TRUFF is able to boost conversion rates in every campaign that they send.
Lifecycle Customer
Graza included a QR code on the bottle that directs customers straight to a Repeat Cart that’s preloaded with the product they need to restock.
Reviews | Loyalty Customer
"Stamped is so great that I’ve already recommended them to a few businesses that ask who I use for my rewards program. I can’t recommend them enough."
George Papura
Founder of Georgiemane
