True Classic Case Study: How We Increased Month 1 Repurchase Rates by 23%

“Merchandising” is not a term I hear much about when it comes to retention Most agencies completely mail it in here and just show top selling products, categories, or landing pages.

RPR = How many customers come back.Sure, that’s one way to approach things when it comes to converting prospects.

But this strategy makes no sense post-purchase, especially when revenue distribution is very lopsided towards a few SKUs.

Anyone can make a nice-looking post-purchase flow or campaign, but how does it meet the needs of the business?With True Classic – the goal was clear. Increase month 1 repurchase rates.

So how do we do this? Here’s where we started:Analyze top RPR products, cross-referencing RPR, volume, price point relative to AOV, and PDP CVR%.

Then, analyze the top 2-3 purchases after customers purchase the top 2-3 selling SKUs.This information is critical and is the bare minimum otherwise you’re just shooting in the dark.

From here, we broke up the post-purchase flow by products purchased and split tested PP-01 across each brand with different products merchandised.

You can immediately see which emails are generating the highest RPE (revenue per email) and you can also export the customer list and see if they’re buying what you want them to.

If you can optimize this properly, your month over month RPR will increase with every order.

Why does this matter? Any increase in RPR is pivotal for the business and allows it to rely less on (expensive) paid media for revenue on any given month. Ads are growth, retention is profit and longevity.

Key Takeaway: Go deeper. Don’t just throw up the same 4 bestselling products or categories merchandised in every email. Understand the needs of the business and behaviors of the customer cohorts. This will alow you to show them the right product, at the right time, and increase the likelihood of them buying, sooner.