01
Starter Trigger
Lapsed customer returns.
02
Primary Objective
Prevent second lapse.
03
Starter Flow
- Welcome back/confirm.
- Reinforce successful return.
- Before next expected need: normal-value reminder without automatically repeating incentive.
04
Control / Exit Notes
Old winback must be exited.
05
Primary KPI
Second post-reactivation purchase; full-price behavior.
06
Make It Yours
next need, prior incentive, full-price goal and state model.