From First Purchase to Forever: A 90‑Day Retention Playbook
A practical 90‑day plan that turns first‑time buyers into loyal regulars using points, tiers, and post‑purchase quests.
If you want retention that compounds, don’t ship a “program.” Ship momentum. This 90‑day plan shows exactly what to launch, when to communicate, and what to measure—so your first‑time buyers become repeat customers and then advocates.
Who this playbook is for
- Brands with steady acquisition but leaky repeat rates
- Teams that can launch lightweight changes weekly
- Stores on Shopify, WooCommerce, or custom stacks using a loyalty layer like PachiPoints
Program setup (Days 0–7)
Lay the rails before you run the train.
- Points: 1 point per $1, plus bonus actions (review, profile, subscribe to SMS)
- Tiers: 3 levels—Bronze (0–299 pts), Silver (300–999), Gold (1000+)
- Quests: Simple, time‑boxed missions (e.g., “Try a new category this month”)
- Visibility: Progress bar on account page, cart, and in post‑purchase emails
- Rewards: Status perks first (early access, VIP support) + selective $$ value (free shipping, $10 credit at 300 pts)
Key assets to prepare:
- Post‑purchase email/SMS sequence (Days 1, 7, 21, 45, 75)
- On‑site widgets: progress bar, tier card, quest module
- Offer matrix by tier (see below)
Phase 1: Onboard and win early (Days 1–30)
Objective: Earn the second purchase fast and set a clear path to Silver.
- Day 1: “Welcome to the Club” email with starting points and 3 quick wins
- Complete profile (+50), follow on Instagram (+25), review first purchase (+100)
- Day 7: “Your Progress So Far” recap + recommend a complementary item
- Day 14: Micro‑quest: “Try a New Category” for +150 bonus points
- Day 21: Double‑points weekend for accessories/consumables
Merchandising tips:
- Bundle builders in cart with “you’re X points from Silver—unlock free shipping forever”
- Use badges on PLP: “+200 pts today” for items you want to move
Measure weekly:
- Time‑to‑second purchase, quest participation, review rate, % reaching 300 pts (Silver)
Phase 2: Accelerate to habit (Days 31–60)
Objective: Normalize a 30–40 day repurchase cadence.
- Day 30: “Silver Unlocked” email—highlight new perks and a limited‑time Silver‑only drop
- Day 35–45: Category exploration quest (e.g., “Buy from 2 different categories this month”)
- Day 45: Refer‑a‑friend mission with non‑cash reward (early access or exclusive colorway)
- Day 50: Streak mechanic—two purchases in 60 days unlocks a surprise upgrade
Operational guardrails:
- Keep difficulty fair—quests should be 60–80% completable
- Rotate focus by cohort (new vs. returning) to avoid over‑messaging
Measure weekly:
- Days between orders, average order value with/without quests, referral invite rate, churn risk cohort size
Phase 3: Lock in advocacy (Days 61–90)
Objective: Turn engaged customers into vocal fans.
- Day 60: “Gold Preview” roadmap—what’s next at 1000 pts (drops, events, VIP support)
- Day 70: UGC challenge with status reward (profile badge + feature on site)
- Day 80: Wish‑list quest—add 3 items, get personalized recommendations
- Day 90: “Quarter in Review”—points earned, money saved, perks unlocked, next best action
Measure weekly:
- UGC volume, repeat rate by tier, % advancing to Gold, referral conversions
Offer matrix by tier
| Tier | Status Perks | Access | Monetary |
|---|---|---|---|
| Bronze | Progress bar, birthday badge | N/A | Occasional free shipping booster |
| Silver | VIP support lane | 24‑hour early access to launches | $10 credit per 300 pts |
| Gold | Dedicated concierge | Exclusive drops/events | Annual surprise gift |
Principle: Lead with status and access. Use monetary rewards sparingly to protect margins and focus on perceived value.
Weekly campaign cadence (template)
- Monday: Progress email to active cohort; SMS to “close to tier up” group
- Wednesday: Quest reminder with social proof tiles
- Friday–Sunday: Limited‑time booster (category or basket size)
Keep messages short, visual, and progress‑oriented. Every touch should answer: “How close am I to my next win?”
What good looks like (targets)
- 30–45% of first‑time buyers make a second purchase within 30 days
- 20–30% of active customers reach Silver in 60 days
- 10–15% of active customers refer at least one friend by Day 90
- NPS +8 to +15 points among tiered members vs. non‑members
Common pitfalls to avoid
- Too many discounts, not enough status: erodes perceived value
- Hidden progress: if customers can’t see it, it doesn’t exist
- Overly complex rules: keep it explainable in one sentence
- One‑and‑done campaigns: momentum requires weekly motion
Launch checklist
- Points and tiers configured with clear thresholds
- Progress bar visible on account, cart, and emails
- 3 starter quests live + 1 fresh quest per month
- Offer matrix approved by finance
- Weekly messages scheduled for 4 weeks
Get it live with PachiPoints
PachiPoints includes points, tiers, quests, and progress components out of the box—plus real‑time analytics to track the KPIs above. Start with Phase 1 this week, then layer Phase 2–3 as you learn. Small wins, stacked weekly, become durable retention.
