Industry
In fashion, the brand is built on social media but sold at the right moment: a launch, a restock, a collaboration. The job is to be there when it happens.
| What gets done | How it gets done | Details |
|---|---|---|
| Repurchase | 90-day repurchase rate measured by collection and by first-purchase product | Strategy |
| Data | Online store, point of sale and social in one base, with size and preferences on the customer record | Data |
| Email flows | Welcome, abandoned cart and browse, restock and post-purchase with a care guide | Email marketing |
| Reactivate | A back-in-stock alert to people who asked for their size and a new-collection alert to people who bought the previous one | Reactivate customers |
| Collaborations | A capsule with a complementary brand, launched to both bases on the same day | Partnerships |
| Early access | Launches opened early for people who have bought twice or more | Loyalty |
| What gets done | How it gets done | Details |
|---|---|---|
| Size and stock agent | Recommends a size using the size guide, reports stock by color, shipping and exchanges | Instagram agent |
| Keyword on Reels | Anyone who comments "LINK" gets the product by private message | Instagram agent |
| Orders and exchanges | Shipping status and exchanges handled on WhatsApp, without the team looking up every order | Automation |
| What gets done | How it gets done | Details |
|---|---|---|
| Content | The product worn and in motion, on different bodies; customer content with permission | Content |
| Catalog ads | Catalog campaigns (Advantage+) separated for new customers and for repurchase | Meta Ads |
| Measurement | Pixel and Conversions API with the same event_id; MER to judge the whole | Ads |
| Google Shopping | Catalog in Merchant Center to show up in Shopping, including the free listings | Google and AI |
Illustrative figures.
When a sold-out size comes back, alerting everyone at once can sell it out in minutes and leave most people with a link to an out-of-stock product.
trigger: the product is back in stock
audience: asked to be notified for that size and color
sending: batches of 20% every 30 minutes
if it sells out: stop sending and move the rest to a waitlistRecommendation. Order the batches by how long ago people asked to be notified: the first to ask is the first to know.
The product someone enters the brand with predicts whether they will come back. It is measured by first-purchase cohort.
first purchase customers came back within 90 days
basics 1,200 31%
seasonal collection 800 18%
accessories 450 24%Recommendation. Use the product that drives the most repurchase as the ad for new customers, even if it is not the best seller.
| If this is happening | We recommend | Why |
|---|---|---|
| Lots of reach and few sales | Email flows and a keyword on Reels before more ads | The interest is already there: what is missing is the path to purchase |
| Sizes that sell out and never sell again | Back-in-stock alerts in batches | The demand is already on record |
| One-purchase customers | Post-purchase with a care guide and early access to the next launch | The second purchase is the hardest |
| Many size-related returns | A size agent with the size guide | Every exchange costs shipping and margin |
| Ads that always bring the same people | Separate campaigns for new customers and for repurchase | If they are mixed, the budget goes to people who would have bought anyway |
Analysis of cases published by the brands or the platforms, with their sources. North did not take part in them.
90-day repurchase rate, email revenue as a share of the total, cost per new customer, size-related returns and overall MER.
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