One bag, no reason to come back.
Customers enjoyed the coffee, but the offer gave them little reason to make it part of their routine. I helped create a more natural path from a first order to a continuing relationship.
- Business
- Specialty coffee / DTC
- Engagement
- Six-week sprint and a subsequent scale phase
On the same acquisition spend, repeat purchase increased to 31% and average order value moved from €38 to €61. Customer value over 90 days rose around 44%, while subscription take-up among new buyers moved from below 6% to 34%. The offer gave customers more useful ways to keep buying and the business more value from the people it already reached.
What the business needed.
This specialty coffee founder was considering more traffic as the next step for a brand doing around €680K in annual revenue. Customers could buy a single 250g bag, and the repeat purchase rate was 18%. The product had an audience, but the business was getting too little from the relationship after that first order.
Where progress was getting stuck.
A customer who liked the coffee still had to decide when to come back and what to buy. There was no subscription default and no timely reminder around the point when the bag would run out. Acquisition spend kept bringing people to a first purchase without giving them a useful structure for continuing.
How I helped.
- I designed a trial size, a two-bag subscription and an annual prepay option, so customers could choose a commitment that suited them.
- I planned post-purchase contact around when people would finish their coffee, making the next order relevant to how they used the product.
- Once the repeat-purchase structure was working, I sequenced expansion into cold brew, brew kits and a grinder partnership.
What changed for the business.
On the same acquisition spend, repeat purchase increased to 31% and average order value moved from €38 to €61. Customer value over 90 days rose around 44%, while subscription take-up among new buyers moved from below 6% to 34%. The offer gave customers more useful ways to keep buying and the business more value from the people it already reached.
Where I took responsibility.
I led the commercial design of the offers, the repeat-purchase approach and the sequence for introducing additional products. My responsibility was to decide how those pieces should work together and direct implementation with the client and the people delivering it.
Could this help your business?
If customers like what you sell but rarely place a second order, the next opportunity may be in how you help them continue. I can help you look at buying habits, design a sensible next offer and make the follow-up useful to the customer.
An anonymized engagement. Figures are rounded from client reporting and engagement records.
