Find inspiration for your repeat purchase strategy

To grow your repeat purchase rate, you need a solid strategy. While your brand and creativity will shape the approach, having a proven framework to guide you makes all the difference. No matter where your ideas take you, this framework provides actionable steps to drive results—while still allowing room for innovation. Here are the 4 steps to building a repeat purchase strategy:

1. Identify the opportunity
2. Optimize existing touchpoints with product insights
3. Personalize your message based on buyer behavior
4. Analyze and refine dropoff points

Nextbase uses Klaviyo Advanced KDP to drive revenue on autopilot and increase conversions by 122%

Since 2022, Nextbase has used Klaviyo to scale data-driven marketing across 18 countries, which their previous platform, Hubspot, struggled to support. Rory McMenigall, Web Manager at Nextbase, sought to use this data for a more sophisticated web strategy aimed at improving customer lifetime value and repeat purchase rates. With Klaviyo Advanced KDP, Nextbase was able to scale personalized onsite experiences and identify key dropoffs. Read their full story.

1. Identify the opportunity: Nextbase had strong purchase rates for their hero product, Dash Cam, and wanted to keep promoting it. However, repeat visitors who owned the product still saw it on the site, resulting in a missed opportunity.
2. Optimize existing touchpoints with product insights: With Shogun and Advanced KDP's group membership API, Nextbase personalized the website for existing customers by recommending complementary products. This upselling approach led to a 23% rise in click-through rates and a 122% rise in conversions.
3. Personalize your message based on buyer behavior: Nextbase combined personalized onsite recs with smart upselling journeys. Using RFM analysis, they engaged customers with automated trigger flows at optimal times, boosting revenue as customers moved between RFM groups.
4. Analyze and refine dropoff points: Nextbase used funnel analysis to identify where different customer segments disengaged on their site, refining the experience to improve conversion rates.

How Bola’s Bakery used product analysis for data-driven personalization to increase repeat purchases

Bola's Bakery is a rapidly growing global brand that experienced exponential customer growth in a short period. With this hypergrowth, they needed a highly automated marketing strategy that their small team could manage efficiently.

1. Identify the opportunity: Bola’s started by using funnels to identify which products had the highest repeat purchases. They used the product analysis to determine which items were bought next allowing them to focus their efforts on products most likely to drive follow-up purchases.
   
   
2. Optimize existing touchpoints with product insights: Bola's created bundles using data on products with co-purchase rates. Instead of generic messaging across email and SMS, they focused on promoting these bundles.
   
3. Personalize your message based on buyer behavior: To maximize impact through product analysis, Bola's began promoting specific follow-up products based on previous purchases. Bola's offered free shipping as an incentive.
   
   
4. Analyze and refine dropoff points: Bola's discovered that VIP program members had a higher repeat purchase rate than non-VIPs. When customers advanced to Loyal and Champion groups, Bola created a flow to trigger invites to the VIP program and optimized the sign-up process.

How NANI Skincare boosted repeat purchase rates with product analysis

NANI Skincare’s story is based on a Klaviyo Marketing Analytics customer with a large and diverse product line. Here's how they leveraged product insights to increase repeat purchases:

1. Identify the opportunity: Every winter, NANI knew that their customers started to look for heavier, moisturizing products. This year, NANI aimed to grow their list by anticipating this change and highlighting key winter must haves. By running a product analysis, they identified which items were frequently purchased together or in subsequent orders, revealing opportunities to engage new and returning customers before the season began. This enabled NANI to promote products more likely to drive additional purchases, creating a customer journey aligned with seasonal needs.
   
   
2. Optimize existing touchpoints with product insights: Armed with seasonal purchasing data, NANI revamped their targeted ad strategy to remind customers that winter is approaching and they would need their survival bundle, which includes the winter-friendly products that had the highest repeat purchase rates. This strategy aimed to create urgency among prospective customers and increase average order value by educating them on how to maintain their skin and avoid common winter issues.
   
   
3. Personalize your message based on buyer behavior: NANI used Klaviyo’s group membership API to personalize the homepage experience for customers who had already bought the top-selling moisturizer or survival bundle that season. By recommending complementary products in the same category, they further encouraged repeat purchases and strengthened customer engagement.
   
   
4. Analyze and refine dropoff points: To continuously improve, NANI A/B tested various homepage themes and social media campaigns to determine which drove the most conversions. Using Klaviyo’s conversion overview dashboard, they compared year-over-year data to measure the success of their new, seasonally themed onsite experience. Additionally, they built funnels to track the purchase behavior of customers acquired through their collaboration pipelines, allowing them to refine their approach and ensure their strategies were driving meaningful results.