FreshBox Market – Delivery of Farm Products
Farm food delivery grew through advertising and seasonal promotions, but a significant proportion of customers only ordered one order, and had to move from one-time mailings to managed retention.
The starting point
Marketing sent the same stock to the entire base: new, active, dormant, and regular customers, which gave surges of orders, but did not build a regular purchase.
The team didn’t see which products bring back customers, where the discount works, and where useful content or a reminder of a familiar shopping cart works best.
What had to be decided
- Segment customers by frequency, order prescription, average check and purchase categories.
- Start trigger chains after the first purchase, pause and seasonal interest.
- Collect reports on repeated orders, revenue and payback of mailings.
- Reduce the dependence on massive discounts for the entire base.
What did you do?
Collected customer segments
New buyers, active, sleeping, family baskets, premium orders and seasonal categories were highlighted.
Set up triggers.
After the first purchase, the customer receives a personalized script, not a general promotional mailing.
Reactivated.
For customers without orders, there were soft reasons to return: collections, seasonal sets, reminders.
Collected the retention analytics
The team sees repeat purchases, revenue, mailing conversions and the impact of discounts on margin.
Results
What's changed at work?
- Repeated orders in 60 days increased by 22%.
- Re-sales costs decreased by 19% due to segments and triggers.
- The team stopped sending the same offers to the entire base.
- Discounts were used point-by-point, and not as a universal way to return the customer.
What the chief now sees
- Customer segments by frequency and category.
- Trigger chains after the first purchase and pause.
- Report on repeated orders and margins of promotion.
- Plan seasonal communications without mass pressure discounts.
Similar cases
Would you like to see a similar process?
Describe where applications, deadlines, responsibilities, data or management picture are currently lost, and prepare the first outline of the solution and a clear implementation plan.