A 390% Lift in Repeat Purchases Through Smarter Lifecycle Strategy
See how Ornot shifted from promo-driven messaging to intent-based lifecycle flows that kept customers engaged longer and buying more often.
+46%
Increase in repeat purchase
(Compared to same period last year)
+85%
Increase in revenue only with post-purchase flow
+33%
Increase in klaviyo revenue
(Compared to same period last year)
About The Brand:
Cycling & Everyday Wear.
Ornot designs sustainable, Made-in-USA clothing and accessories that are built for life on the bike but look just as natural off it. Their audience isn’t limited to hardcore cyclists, it’s made up of hybrid, lifestyle-oriented customers who value utility, quality, and values over labels. This blurred line between fashion and function makes Ornot compelling, but it also introduces unique challenges (and opportunities) in how customers are retained, cross-sold, and communicated with across their lifecycle.
Challenge:
Ornot had demand, but no system to capture momentum after purchase.
- Strong first purchase engagement, but repeat activity dropped sharply after 60 days.
- Audience behavior varied heavily by entry category (off-bike vs. on-bike vs. accessories).
- Email performance lacked clear lifecycle prioritization.
- Large unengaged segments with unclear strategy.
Our Approach:
We mapped Ornot’s customer behavior across products and purchase timing.
Audience & Product Journey Mapping
Identified three primary buyer paths:
- Off-bike buyers (Fastest rebuys, behaving more like lifestyle buyers)
- On-bike buyers (Higher-consideration purchase cycle but strong loyalty)
- Accessory buyers (Utility-driven at first before expanding into apparel)
Discovered two buyer mindsets:
- Repeat basics buyers
- Kit builders / cross-category explorers
Retention Optimization
- Through the behavioral data, we noticed that most repeat purchases happen within the first 30–50 days, so we designed a Post-Purchase Flow differentiating first-time buyers from second-time and repeat buyers.
- On core flows such as Abandon Cart and Abandon Checkout, we designed different paths for product categories and incentives for repeat buyers.
- For Browse Abandon, we designed different paths depending on the product interest to communicate differently with customers who come searching for lifestyle products and cycle-focused products.
- These initiatives replaced broad blasting with intent-based communication, reducing early discounting and acknowledging repeat buyers.
The Impact:
As a result, early post-purchase drop-off decreased, with customers staying active longer after their first order. Repeat purchases became more consistent in the critical 30–60 day window, enabling more effective cross-sell and replenishment without relying on blanket discounts.
- Post-Purchase Flow revenue increased by 85%
- Abandon Cart & Checkout revenue increased by 83%
- Browse Abandon revenue increased by 168%
- Welcome Flow revenue increased by 63%
Why It Worked:
Tie it back to Ornot’s brand DNA:
- Strategy respected Ornot’s refined, non-salesy voice
- Segmentation mirrored how customers actually shop, not how brands want them to
- Retention was treated as relationship-building, not promo frequency
Running Into the Same
Retention Issues?
If you’re seeing strong first purchases but struggling to maintain momentum, whether through drop-off after the first order, inconsistent repeat behavior, or over-reliance on discounts... we can help.
