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 because of poor products. They were leaving because they couldn’t see their own progress.
The brand began reframing post-purchase communication around transformation rather than transaction.
- Week 1: Education: explaining how active ingredients start working under the surface.
- Week 3: Motivation: sharing user-generated before/after content with relatable “same skin type” tags.
- Week 6: Affirmation: a replenishment reminder framed around maintaining results, not restocking products.
Each touchpoint was built to anchor emotion, reassurance, pride, belonging instead of just prompting the next click.
The Result:
- +44% repeat purchase rate within 60 days
- +29% increase in average order value
- +33% uplift in product review submissions
Retention started compounding faster than any new campaign could replicate.
In the end, loyalty isn’t earned with offers; it’s earned with progress.
When customers feel improvement; they don’t churn, they champion.
If you’re a business interested in optimising your customer revenue, book a call with us today to see how we can help you. Here
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