01
Use When
A first-time customer approaches the natural second-need window.
02
Default Audience / State
New customer eligible for the next same-category purchase, booking or renewal.
03
Desired Customer Behavior
Make the second purchase/rebook and establish repeat behavior.
04
Default Barrier Hypothesis To Validate
Forgetting, timing, uncertainty about when to return or avoidable effort.
05
80% Message Architecture
- Before expected need: EDUCATE/REMIND — explain expected next step or timing.
- At expected need: RECOMMEND — direct path to rebook/reorder.
- After expected need but before at-risk threshold: REMIND/CONVENIENCE — make action easier.
06
Offer Starting Position
Start with convenience and value communication. Use an incentive only if barrier/economics justify it.
07
Default Suppressions / Exits
Exit on second conversion. Do not continue if service issue exists or next purchase is not appropriate.
08
Primary KPI
First-to-second purchase rate; time to second purchase.
09
Make It Yours
Expected return interval, category rules, booking/reorder link, capacity, offer economics and at-risk threshold.