Lifecycle
D2C funnel playbook: from first click to repeat purchase
This framework compresses what we have learned scaling 12 D2C brands across fashion, beauty, nutrition, and home. Each stage includes KPIs, channel mix, and automation ideas.
By Glimmio Lifecycle Team | Updated Nov 18, 2025
Stage 1: Acquisition
Goal: acquire first-time buyers with healthy blended CAC.
- Channels: Meta Advantage+, Google PMax, influencer whitelisting, programmatic prospecting.
- Offers: Value-adds (free trials, bundles) over deep discounts.
- KPIs: Blended CAC, landing page conversion rate, creative utilisation.
Stage 2: Onboarding
New customers decide whether they will come back within 14 days. Make onboarding proactive.
- Automated welcome flows across email + WhatsApp with usage tips and social proof.
- Post-purchase survey to identify motivation and product expectations.
- Dynamic help centre with order tracking and support hooks.
Stage 3: Habit & retention
Retention is driven by habit creation. Build rituals around the product.
- Milestone campaigns: "Day 7 check-in", "Week 3 habit builder".
- Community or challenge campaigns using UGC and user proof.
- Subscription or bundle offers triggered by consumption signals.
Stage 4: Reactivation
Win-back programs mix urgency, fresh creative, and product innovation.
- Lapsed audiences in Meta/Google with new creatives tied to launches.
- Email/WhatsApp sequences with personalised recommendations.
- Survey-based incentives to understand drop-off reasons.
Scoreboard template
| Stage | Primary KPI | Target |
|---|---|---|
| Acquisition | Blended CAC | <= 30% of AOV |
| Onboarding | Day 7 repeat revenue | > 18% |
| Retention | 60 day repeat rate | > 32% |
| Reactivation | Win-back rate | 8-12% |
Toolkit
We maintain Airtable templates for lifecycle cadences, retention dashboards, and creative calendars. Need a copy?