True Classic
23%
12%
10%
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THE CHALLENGE
True Classic needed fast, measurable retention wins during their highest-stakes season, while absorbing increased ad spend and traffic heading into Q4/BFCM. Their post-purchase communications were following a common industry pattern, promoting the same bestsellers regardless of what a customer had already bought or was actually likely to buy next. With revenue heavily concentrated in a handful of SKUs, this left significant opportunity on the table across three interconnected metrics that needed to be addressed together, on a short timeline: repurchase rate, average time between orders, and customer lifetime value.
"In the last quarter, our Welcome and Post-Purchase Flows performance increased by 33%, which has been a massive needle mover for True Classic. New Standard goes above and beyond for us to ensure all deliverables are completed on time and are always available to support us with anything we need. I highly recommend working with them for all things retention."
WHAT WE DID
New Standard requested full access to True Classic's data platforms and ran an 8+ hour audit spanning top-selling products, page-by-page conversion rate, repurchase rates, high-CLV items, frequently-bought-together products, site navigation, and acquisition messaging. From there, we analyzed top RPR products against volume, price point relative to AOV, and PDP conversion rate, then mapped the top 2-3 purchases customers made immediately after buying the brand's best sellers.
Using those insights, we rebuilt the post-purchase flow by branching it based on what each customer had actually purchased, then split-tested the first email in every branch with different merchandising to identify which products drove the highest revenue per email. We applied the same purchase-behavior data to pull in second orders sooner (merchandising the next most-likely product at a slightly lower price point, timed ahead of a customer's normal reorder window) and to lift CLV by slotting high-repurchase, high-CLV products earlier into the journey.
To move fast within the Q4 timeline, we prioritized three levers simultaneously: split-testing the Welcome Series across both US and INTL segments to lift revenue per email, restructuring the post-purchase flow around repurchase and CLV data, and sharpening campaign segmentation to more efficiently activate winback, hibernating, and at-risk customers.
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