If there is one business where reorder is king, it’s the contact lens business. I recently received a perfectly executed example of a replenishment campaign from 1-800-CONTACTS and it’s clear that these guys & gals know a thing or two about retaining customers.

Understanding The Customer Buying Cycle

At the heart of any effective reorder campaign is a firm understanding of your customer lifecycle. That knowledge combined with understanding usage patterns for the disposable products you sell, enables you to pinpoint the exact point at which a replenishment email should be triggered for a given SKU.

In the 1-800-CONTACTS example, the email was sent at almost the exact moment that my 6-month contact lens supply ran out – probably not a coincidence.

To understand how this applies to your eCommerce company, consider the following questions:

  • What products do you sell that are disposable or have some defined shelf life?
  • What products do you sell that wear out over time?
  • How long do those replenish-able products typically last?
  • What is the simplest path that you could provide for a customer to reorder? How can that friction be reduced?

Frictionless Experience

First, you should steal this value prop for your replenishment email: “Reorder in Just 3 Clicks”. That’s the goal for most businesses.

1-800-CONTACTS nailed this experience, cross-platform. The experience from click-to-conversion was basically effortless. No matter what device I clicked through this email on, my session and prescription regenerated with the same consistency. Even better, 1-800 CONTACTS addressed me by my full name when I clicked through to the site, had my address stored, and only required me to provide some updated payment information — further removing friction that would prevent a customer from buying.

The 1-800-CONTACTS Campaign

We documented the desktop & mobile creative for the campaign in the infographic below:

1800Contacts_Infographic

Have you ever received a great replenishment campaign? What vertical industry was it from? We’d love it if you shared some examples in the comments.

mike
Author       
Mike Arsenault
Mike Arsenault is the CEO and Co-Founder of Rejoiner. He works with 350+ online retail & eCommerce companies like Hallmark, eTix, Liftopia, and Vtech Electronics to help them grow faster using lifecycle email. He once lived aboard a 36' sailboat in Boston.