Puresport had exactly the kind of customer behaviour every DTC brand wants, predictable, repeatable reordering, and an email account that did nothing with it. Flows stopped after the first purchase. Campaigns treated a brand-new customer and someone on their fifth reorder identically, missing the single biggest lever a consumables brand has: the replenishment cycle.
The challenge
Product usage data made the reorder window obvious, but nothing in Klaviyo was built around it. There was no lifecycle logic distinguishing a new customer from a loyal one, no structured path from first purchase to habitual reorder, and no separate track for the highest-value customers.
What In-box did
- Mapped the replenishment cycle and built timed reorder reminders directly around it
- Split the list into new, active, at-risk and lapsed segments, each with its own tailored messaging
- Built a post-purchase education series to increase product usage and reduce churn
- Layered in a dedicated VIP track for the highest-value customers
The results
Attributed revenue grew 354% over six months, and critically, that growth compounded month on month rather than arriving as a single spike, which is the signature of a lifecycle system working as intended rather than a one-off campaign win. Repeat purchase rate lifted alongside overall revenue, confirming the growth was structural, not just a temporary bump from one strong send.
The takeaway for supplement and consumables brands: if your product has a natural reorder cycle, a generic campaign calendar is underselling it. Lifecycle segmentation, new, active, at-risk, lapsed, VIP, is where compounding revenue actually comes from.
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