Unlocking Exponential Growth for NICKIS with First-Time Buyer Retention

With the aim of inspiring their customers to make a second purchase with relevant product recommendations, the Follow-up Purchases analysis delivered insights into their customers' product journeys. This allowed NICKIS to understand which categories and brands customers had shopped most often in their second order - depending on their first order. As a result, the best product recommendations for the next purchase were determined for each individual customer. At the 85-day mark, the team started sending personalized emails, text messages and push notifications to single-purchase shoppers. Just before the critical 90-day reengagement mark, these messages offered product recommendations based on customers' initial purchases. Since customers were still in the post-purchase satisfaction phase, they were more open to the brand's communication.

NICKIS has been committed to excellent customer care since its early days and maintains a close relationship with its customers.
To put the insights into practice, NICKIS gave their Customer Care agents access to all these insights - right when and where they needed it: In Zendesk! Having all the insights at hand laid the foundation for transforming the team into an outbound team that proactively reaches out to first-time buyers. The focus was set on active customers identified by RetentionX's RFM Analysis as "High Potentials". The team assists with questions, offers style advice, and promotes upcoming offers. This approach transformed the support team into a true profit center.

To target their customers holistically and inspire them to make their second purchase, retargeting ads were initiated around the 70-day mark. These kept NICKIS brand visibility alive and piqued customers' interest with products similar to what they had previously purchased.

However, even with the right timing and relevant content, not all customers will make a second purchase. As an additional incentive, NICKIS offers first-time buyers special discounts to reward them on their second purchase. These discounts are promoted only after the expected next purchase date has passed significantly. This approach guarantees that NICKIS does not compromise on its gross margin by giving discounts to customers who would have made a second purchase anyway. Reminders for these exclusive offers are sent 105 days after the first order, leading to an X percent increase in second-purchase conversions within six months.