The D2C Retention Playbook
What a customer is actually worth after the first order, why the first order usually loses money on purpose, and the operating changes that move repeat rate more than another discount code ever will.
What a D2C customer is worth after the first order: contribution per repeat order, cohort reporting, the second-order window, and why raising repeat rate beats cutting acquisition cost.
What is inside
- Why the first order is supposed to lose money
- What one order actually contributes
- Turning repeat rate into a number you can spend against
- The cohort view that replaces monthly reporting
- Where repeat purchases are won and lost
- The second order, and the window it lives in
- Discounting, and what it costs you later
- Subscription and replenishment, where they fit
- Winback, and when to stop
- What to measure, and how often
- The retention checklist
It closes with a one-page checklist you can hand to whoever runs this day to day.
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This playbook pairs with our work in d2c & retail marketing.
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