Case study · Kids' health · subscription
Turning a 50% off first order into a repeat customer.
Hiya won new customers with a 50% off first order. My job was to build the foundational flows and do the early work of getting those customers to buy again.
Head of Retention & Lifecycle Marketing, contract · Early stage
- First-order offer
- 50% off
- Purchase focus
- Repeat
- Cadence and timing
- Data-led
The situation
Where Hiya Health was
A deep first-order discount brings customers in, but the business only works if they come back at full price. The second purchase is where the real value starts.
The approach
What I did
01
Build the foundational flows
Set up the core lifecycle flows every new customer moves through after their first order.
02
Let the data set the timing
Used customer data to work out when and how often to reach first-time buyers, so messages landed when they were ready to reorder.
03
Campaign for the second order
Ran campaigns aimed at moving discounted first-time buyers into repeat purchases, refining cadence and timing as results came in.
The results
What changed
An acquisition offer is only as good as what happens after it. Timing and cadence decide whether a discount buyer becomes a customer.
- Foundational lifecycle flows in place
- A data-driven cadence and timing for post-purchase messaging
- Early groundwork for converting discounted first orders into repeat customers
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Next step
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