Every customer was expensive to acquire. Almost none came back.
B2C furniture e-commerce · Northern Italy · €10.9M revenue · 19 people · solid traffic, good reviews, 11% repurchase rate.
They were investing in acquisition on a leaking bucket.
Cart abandonment at 74% — considered normal for the sector, so never urgent. But three out of four shoppers who add to cart disappear without any recovery outreach.
Only 11% repurchased within 90 days. Segment average is 22-28%. 12-month LTV: €148 — never measured before. Every additional repurchase point is worth about €90k in annual revenue, without spending a euro on advertising.
Stop chasing new customers first. Start nurturing existing ones.
Three abandonment points fixed: integrated product pages on 40 priority SKUs, configurator simplified from 5 to 3 steps, shipping costs shown on the cart page instead of at checkout.
Three-step abandoned-cart recovery: reminder at 45 minutes, genuine check-in at 24 hours, 5% discount at 72 hours. Stops at first purchase.
Segmented post-purchase by behavior: welcome email 48 hours after delivery, three editorial emails in the following 30 days, repurchase reminder tuned to the specific product lifecycle, reactivation sequence for customers inactive 120+ days.
Five months.
Before, every customer was expensive to acquire and then disappeared. Now each acquired customer is worth much more, and part of that value comes without spending one extra euro on ads.
Three ways to arrive to the call even more prepared.
Morfeus Webinar
Watch our latest webinar recording: how to find invisible margin leaks in a scaling company.