Ovela's customers came back once. We got them to keep coming back.
Nearly doubled third orders and kept far more subscribers by fixing delivery timing, not adding discounts.
Every brand in our case studies is a fictional example brand, including Ovela. The numbers are modeled from realistic Shopify and Klaviyo data to show the kind of improvement we help brands make. The method is the one we use with clients.
The situation
Ovela sells a sonic toothbrush and replacement brush heads. On the surface, retention looked great: 42% of customers bought a second time. But most of them never bought a third time, and subscribers kept cancelling.
This might be you if
- Your second-order rate looks healthy but lifetime value doesn't
- Subscribers skip, pause or cancel after two or three deliveries
- Your reorder reminders run on a fixed schedule
What we found
The second order was bought with a coupon
A 20% 'replacement reward' made the second order look strong, but it didn't build a habit.
Customers were dropped after order two
Once someone bought twice, they went back to generic promotions. Nothing helped them make it a routine.
Deliveries arrived too early
A third of subscribers said they still had brush heads when the next box came. They weren't unhappy with the product. They just had too many.
What we built
- Delivery timing that matches how each household actually uses brush heads, with easy skip and adjust
- A journey for second-time buyers that turns a repeat order into a routine
- Reminders based on real usage, not a fixed 90 days
- Milestone rewards instead of blanket discounts
The result
Twice as many customers reached a third order, far fewer needed a discount, and subscribers stayed much longer. Customer value over six months rose by 70%.
The takeaway for your brand
A strong second order can hide weak loyalty. Look at what happens after it.
Free retention call
Could your brand grow like Ovela?
Book a free 30-minute call. We'll look at your repeat purchase rate, your flows and your offers together, and put a number on what's being left on the table. You leave with one or two early observations and a straight answer on whether a deeper audit is worth it.