Case study · Hair & scalp care
VEDIC LAB
A ritual product people were buying once. We built the system that brings a first-time customer back for the second bottle, and the revenue each new customer brings in after their first order rose by more than a third.
- Klaviyo · Loop · Shopify
- Europe · English and German
01 · Where they started
A routine product, bought like a one-off
VEDIC LAB makes hair and scalp care, led by its scalp elixir, and sells across Europe in English and German. The products are designed to be used as a routine. Paid acquisition was bringing in new customers, but acquisition was getting more expensive, and the brand's own brief to us asked for two things: a rapid overhaul of the email flows, and far more customers coming back.
The programme had room to work much harder. The core flows needed rebuilding, and German-speaking contacts who had opted in were rarely hearing from the brand.
02 · What we found
The opportunity was after the first order
The first job was the front of the journey, where the quickest gains were. The bigger finding came after: past the first order, very little was bringing a customer back.
-
Nothing turned a first order into a routine
A customer bought a scalp treatment and then heard about the next sale, not about how to use what they had bought or what goes with it. Cross-sell, replenishment and winback were the gaps to fill.
-
Part of the audience was under-used
German-speaking customers had opted in but were outside the sending rules. Widening the engaged window and mailing both languages properly was the quickest way to reach more existing customers.
-
The second order is the lever
Customer value is the first order plus everything after it. The first order sits with pricing, bundles and acquisition. What comes after it, the second order and the ones that follow, is what a retention programme can move, so that is what we planned around.
03 · What we built
Front door first, then the routine
In the first months we wrote, designed and set live the core flows ourselves. After that we set the strategy, wrote the briefs and built every flow in Klaviyo, and VEDIC LAB's in-house team produced the creative.
-
The broken basics, in both languages. Abandoned cart and browse abandonment flows rebuilt in English and German, then a new welcome flow and new popups. A regular campaign calendar, including an education series on the ingredients and rituals behind the products.
-
The first order, followed up properly. A rebuilt abandoned checkout, a new-customer onboarding flow built around the scalp elixir, an upsell flow and review requests. WhatsApp was added for abandoned carts.
-
The repeat system. A retention playbook ranked every initiative by impact and effort. Replenishment, cross-sell into the rest of the routine, winback and site abandonment flows went live, followed by a second wave of cross-sell, replenishment and winback on a dedicated recommendations tool.
-
Subscriptions and WhatsApp. When the brand launched its subscription programme, we built the cancellation flow and the subscription flows around it. WhatsApp welcome, post-purchase and replenishment messages joined email.
04 · The numbers
What it added up to
- +19% first-time customers placing a second order within 90 days, customer groups before vs during the engagement
- +39% revenue per new customer after their first order, within 180 days, vs customers acquired before we started
- +26% revenue per new customer within 180 days, customers from autumn 2024 vs April to October 2025
- +94% attributed repeat revenue, as reported at the time