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Retain · Customer value

Retention marketing that grows the value of every customer

Winning a customer is expensive; losing them after the first order is more expensive still. I analyse how your customers come back, or don’t, and design a programme to bring them back more often.

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In short

Retention marketing is the work of raising the likelihood that a customer buys again and the value they bring over time. I do it for WooCommerce stores with an established customer base, starting from cohort analysis and repeat purchase rate. It brings email, SMS, the post-purchase experience and offers together into a single programme.

Signs of a retention problem

  • Growth comes only from new customers

    Sales rise when ad spend rises and fall when it drops. The store rarely sees a second order from people who have already bought.

  • Nobody knows what a customer is worth

    Customer lifetime value (LTV) isn’t measured, so there is no way to know how much you can afford to spend acquiring each new customer.

  • Disconnected retention tactics

    There is a discount code for lapsed customers and a birthday email, but nothing ties them together or measures their effect on repeat purchase.

How I approach retention

I start with your WooCommerce numbers: how long passes between first and second order, which entry products lead to more repeat purchases, and which cohorts perform best. That tells me where to intervene: the post-purchase experience, communication or the offer itself.

  • Cohort analysis by month of first purchase and by entry product
  • Identifying the typical window for a second order
  • RFM segments that separate loyal, promising and at-risk customers
  • Measuring the real effect of actions with holdout groups whenever volume allows

What you receive

  • Retention analysis

    Cohorts, repeat purchase rate, time between orders and LTV by acquisition channel, calculated from your store’s order data.

  • Lifecycle segmentation

    Customer stages defined (new, returning, loyal, at risk, lapsed) with rules to apply them in your email platform.

  • Second-order programme

    A communication sequence and, where it makes sense, an offer designed to turn one-time buyers into repeat customers.

  • VIP treatment

    Benefits and dedicated communication for your highest-value customers, such as early access or free delivery, without relying on constant discounts.

  • Retention dashboard

    A dashboard of repeat purchase and LTV metrics, refreshed automatically and easy for the team to check.

Programme phases

  1. Data extraction and cleaning

    I export order history, merge duplicate customers and handle cancelled and refunded orders.

  2. Analysis

    I calculate cohorts, repeat purchase and LTV, and present findings and opportunities in a working session.

  3. Programme design

    I define segments, messages, offers and changes to the post-purchase experience, in order of priority.

  4. Implementation and measurement

    I implement or oversee implementation and review retention metrics in regular cycles.

Tools I use

  • WooCommerce
  • Metorik
  • Klaviyo
  • Google Looker Studio
  • Google Sheets
  • GA4
What is repeat purchase rate?

It is the share of customers who placed more than one order in a given period. It is one of the simplest ways to see whether your store gets customers to come back.

Do I need a lot of history for cohort analysis?

The more history, the more reliable the conclusions, especially for products bought infrequently. With limited history, the analysis mainly sets a baseline so you can start measuring now.

Is a points-based loyalty scheme the best answer?

Sometimes, but not by default. Many stores get more from a strong post-purchase experience, relevant communication and simple perks for their best customers. I only recommend a points scheme when purchase frequency and margin justify it.

Related tools

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Want to know how many customers come back?

On a discovery call I go through your first repeat purchase numbers with you and the most obvious opportunities.

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