Clean skincare · Shopify + Klaviyo
Building replenishment around the product-use window
A ten-week rebuild replaced one generic reorder reminder with product-specific timing and preference-led branches.
- +41%
- flow revenue per recipient
- 10 weeks
- measured window
- Illustrative
- anonymized engagement
01
Why was replenishment underperforming?
The same reminder went to every customer 30 days after purchase, even though the cleanser, serum, and moisturizer had very different use windows. Bundled orders created conflicting messages, and subscribers who had already reordered still received the generic prompt. The flow was technically active but rarely arrived at the moment of need.
02
What did SMSLeads rebuild?
We mapped an expected use window by product family, prioritized the fastest-depleting item in mixed carts, and added a branch for subscription interest. Recent purchasers and open support cases were suppressed. The first message focused on routine continuity; a later message introduced an incentive only when the customer had not clicked or purchased.
03
What changed after ten weeks?
Flow revenue per recipient rose 41%, from $0.82 to $1.16, while the message count per customer stayed flat. Click-through reached 11.1%, and opt-outs held at 0.29% per send. The lift came from better product timing rather than broader discounting.