[Retention & lifecycle]() / [Use cases]() / [Winback]() [How it works]() [What you get]() [Scope]() [Start a review]() [Retention & lifecycle]()[Second orders]() # 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 Outfitters Thursday Your size is back. Olive, medium. Still machine washable. Canvas field jacketOlive · M · $168 Shop 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. ShowTodayWith the engine Trigger 90 days since the last order A restock, refill or season that matters to them Offer A discount for everyone A reason first; discounts only where tested Audience Everyone lapsed Ranked by likely value Paid A separate retargeting list The same moments in paid audiences ## How it works. 5 steps, 4 stages. - AI**1** - Rules and automation**3** - Your team**1** - Approval 1. 1 Notice 1. Rules and automation ### Watch for moments Restocks, refill dates and season changes, by product and size. - Shopify - NetSuite 2. 2 Match 1. AI ### Match moments to customers Finds the lapsed customers each moment matters to, ranked by likely value. 2. Your team Approval ### Approve the message Your team sets the voice, and when a discount is allowed. 3. 3 Send 1. Rules and automation ### Send across email, SMS and ads Flows and paid audiences update from the same list. - Klaviyo - Attentive - Meta 4. 4 Learn 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. 1. Lapsed customers reactivated Counted against the held-back group. 2. Discount spend per returning customer Margin given away to bring someone back. 3. 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. 1. 1 Design 2. 2 Build 3. 3 Run 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. ## Part of your retention engine. One of 12 use cases, in 6 parts. [See the whole retention engine]() 1. [Second orders **3**]() 2. [Subscribers **3**]() 3. [Contact that fits **1**]() 4. [Owners & loyalty **2**]() 5. [Lifecycle production **1**]() 6. [Proof & decisions **2**]() In second orders - [**Replenishment timing**Time the reorder to when customers actually run out]() - [**Second orders**Turn first orders into second orders]() - **Winback**You’re here Works with - [**Stock-aware spend**Keep ad spend on products you can sell]() - [**Incrementality testing**Prove what’s working, then move the budget]() See it at work - [**In the Fernway launch**Week 6: the restock went to the people who wanted it]() - [**Also in**Growth & acquisition]() ## Give lapsed customers a reason to return. Start with a retention review. [Start with a retention review]() [**Talk it through first**15 minutes]() We reply within one business day. --- Source: [https://www.thekeating.co/use-cases/winback/]() [Contact Keating & Co](mailto:nelson@thekeating.co) · [Agent guidance](https://www.thekeating.co/llms.txt)