Win back customers at the right moment.

Lapsed customers hear from you when there’s a real reason: their size is back, a refill is due, the season has turned.

Start with a retention review How it works

Fernway OutfittersThursday

Your size is back.

Olive, medium. Still machine washable.

Canvas field jacketOlive · M · $168Shop your size

3,120 past outerwear buyers

Sent the day Olive M came back in stock.

Sound familiar?

Winback means 20% off for everyone who hasn’t bought in 90 days.
Restocks go out in the weekly newsletter, if at all.
Your best past customers get the same emails as one-time buyers.

Discount-led winback teaches customers to wait for codes, and spends margin on people who’d have come back anyway.

What changes.

TodayWith the engine

Trigger: 90 days since the last orderA restock, refill or season that matters to them
Offer: A discount for everyoneA reason first; discounts only where tested
Audience: Everyone lapsedRanked by likely value
Paid: A separate retargeting listThe same moments in paid audiences

How it works. 5 steps, 4 stages.

AI1
Rules and automation3
Your team1
Approval

1Notice
1. Rules and automation
  Watch for moments
  Restocks, refill dates and season changes, by product and size.
  - Shopify
  - NetSuite
2Match
1. AI
  Match moments to customers
  Finds the lapsed customers each moment matters to, ranked by likely value.
2. Your teamApproval
  Approve the message
  Your team sets the voice, and when a discount is allowed.
3Send
1. Rules and automation
  Send across email, SMS and ads
  Flows and paid audiences update from the same list.
  - Klaviyo
  - Attentive
  - Meta
4Learn
1. Rules and automation
  Hold some back
  A small group gets nothing, so you can see what the message added.

Results tune the next moment

What you get. Real work, every week.

Winback moments

Moment	Who	This month
Back in their size	Past outerwear buyers in that size	3,120
Care Kit running low	Timed to each order	840
The season turns	Last fall’s outerwear buyers	5,400

The moments that are switched on, and who each one reaches this month.

How you’ll know it’s working.

Lapsed customers reactivated
Counted against the held-back group.
Discount spend per returning customer
Margin given away to bring someone back.
Unsubscribes per send
Shows whether the reasons feel real to customers.

Baselines agreed before we build.

Works with what you have.

Email & SMS

Klaviyo
Attentive

Commerce

Shopify
NetSuite

Ads

Meta

We configure first: Klaviyo’s back-in-stock flows and predictive fields cover a lot. We start there.
We build when: Moments depend on data Klaviyo doesn’t hold, like purchase orders or refill cycles.

What a first build includes.

Built in your accounts, around your team. Scope, fee and baseline agreed before we start.

1Design
2Build
3Run it, or hand it over

Start with a review Scope this build

We build

A library of moments: restocks, refills and seasons
Customer matching ranked by likely value
Flows across email, SMS and paid audiences
A standing held-back group

We start from

Order history
Inventory and purchase orders
Email and SMS access

From your team

Owner: Head of retention or CRM lead
Involves: Lifecycle
Growth
Merchandising

Questions teams ask.

Isn’t this a retention job?

It lives in Retention & lifecycle, and shows up here because lapsed customers are the cheapest customers to win again.

Do we stop discounting?

Not necessarily. We test where a discount actually changes behavior, and keep it there.

Who owns it once it’s running?

You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of retention or CRM lead. We can keep running it with you, or step back.

How do we start?

Usually with a retention review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly.