Follow-Up Purchases

How do you incentivize customers to make a follow-up purchase?

Reactivating our customers at the right time with the right content is key! For this, use RetentionX to track the product marketing journey. What does a customer buy in the second purchase, if they have decided in the first purchase for a certain product. Let's have a look at the Follow-Up Purchase report:

Definitions

The Follow-Up Purchases report reveals your most frequently purchased products, variants, brands, and categories per order count.

But before you dive into data analysis, let's make sure that we are on the same page:

Use Cases

If you want to make sure that you spend your time and money on the most impactful items, product categories, and brands it is important that you are aware of their purchase frequency. The report answers the following questions:

• Which item, category, or brand is sold most frequently by new customers?
• Which items, categories, or brands should you recommend to your one-time buyers to reactivate them?
• What are trending items, categories, or brands?
• Do different customer segments purchase different items, categories, or brands more often?

Categories are exclusively available for custom integrations and 

Let's see how the Follow-Up Purchases report work with an example:

With the help of the Repeat Purchase Rate, you are able to identify the order count that is crucial for customers to become loyal. This information you should use for your reactivation campaigns.

Let's have a look at an example in which the 2nd order is crucial for customer loyalty. First, you can evaluate the right timing for reaching out to your one-time buyers. In addition, let's check which content would be relevant for them!

1. Therefore, let's check which product is most often purchased by your new customers. To do so, you simply need to select 1st order in the corresponding dropdown:

2. Now let's create a segment with customers whose first order contained this product:

3. Back in the Follow-Up Purchases report, we want to understand what customers are usually buying next after purchasing the bestseller in the first order. 

• Select the segment identifying all customer who shopped the bestseller in the first purchase
• Take a look at their second order

4. Identify your one-time buyers that bought your bestselling product in their 1st purchase and did not shop the bestseller of the 2nd purchase yet. These customers should get some inspiration from your side.

5. Finally, use our automations to easily play back this information, for example to Klaviyo or Facebook and run the perfect reactivation campaign - all at the right time with the right content.

How to Get More Details

The metrics are shown as a color-coded bar chart followed by absolute figures:

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