The challenge
Ritual Skincare Co., a Shopify DTC skincare brand with a loyal customer base, was sending replenishment emails on a fixed 30-day schedule. Open rates were healthy, but repeat purchase rate had plateaued at 32%.
Customers who used products at different rates were either annoyed by early emails or had already reordered elsewhere by the time the email arrived.
The approach
Ritual implemented Cadence to identify per-customer replenishment timing based on actual order history. Instead of one 30-day flow, each customer received their replenishment message when they were individually due.
Every email linked to a one-tap reorder cart pre-filled with their usual products.
The results
Within six months:
- Repeat purchase rate increased 28% — from 32% to 41%
- $89K in attributed repeat revenue in the first quarter
- Email send volume unchanged — same number of emails, better timing
- 18% higher AOV on replenishment emails (customers easily added complementary products)
Key takeaway
“We didn’t need to send more emails or discount deeper. We just needed to reach customers when they were actually ready to reorder — with a cart that made buying effortless.” — Sarah Chen, Head of Retention
Book a demo to see what lifecycle timing could do for your brand.