The brief

Brackenfell sells a 30-day supply functional supplement. Their replenishment logic — the email and SMS programme that prompts repurchase — was set to trigger at day 28. By the time we got involved, their data showed customers were actually running out around day 22 (most of them took one extra capsule per day during stress weeks) and were buying from competitors during the gap.

The diagnosis

The replenishment trigger was based on the product’s nominal supply (30 days), not the actual consumption behaviour. The brand had the data to see it; nobody had looked.

The approach

We moved the replenishment trigger to day 19 and tested an SMS reminder on day 22. We layered in a stress-related content piece for the “stress weeks” customer segment (which we identified through purchase pattern analysis). We also opened a subscription option that they had previously resisted.

The outcome

Repeat purchase rate within 30 days: +84%
Subscription adoption: 18% of first-time buyers (industry benchmark for opt-in subs is around 8%)
Recurring monthly revenue: +£43k/month within five months
Churn on subscriptions: 14% at 90 days, below benchmark of 22%

“The data was sat in our reports for two years and nobody had asked the right question. Lumos asked it in week one.”

— Marcus Doherty, Founder, Brackenfell Wellness

Surfaces involved: Lifecycle (primary), Optimisation (subscription page redesign)