How The Ordinary turned skincare progress into retention gold
The Ordinary never struggled with awareness. TikTok made their serums go viral, and first-time buyers flooded in.But the data told another story, 68% of customers never made a second purchase. Their CRM flow was functional, not emotional. Transactional emails, “back in stock” alerts, and discount nudges all noise, no connection. The real problem? Customers weren’t leaving […]