The brief

Brookwood came to us in October 2024. Strong first-purchase numbers from a well-run paid programme, but the second purchase wasn’t happening. Their LTV was 1.4× first-order value when industry benchmarks suggested 2.8–3.2× was achievable.

The diagnosis

The lifecycle programme was, on paper, comprehensive — welcome flow, browse abandonment, cart abandonment, post-purchase. In practice, the post-purchase flow ended after three messages over fourteen days, then went silent. Buyers were being abandoned at exactly the point where they were most likely to repurchase.

The approach

We rebuilt the post-purchase sequence to run over 90 days, with content that matched what we knew about the product (a serum with a 6-week visible-result curve). We added a replenishment flow timed to the 8-week mark. We also moved the win-back trigger from 90 days post-purchase to 14 days post-expected-replenishment.

The outcome

Repeat purchase rate: +112%
LTV: +38%
Email and SMS as % of total revenue: from 18% to 31%
Six months in, Brookwood hired a Head of Retention internally to scale what we’d built. We handed off cleanly.

“Lumos didn’t sell us a programme — they diagnosed what was actually broken. The post-purchase rework paid back the entire engagement fee in the first quarter.”

— Sarah Henderson, Founder, Brookwood Botanicals

Surfaces involved: Lifecycle (primary), Optimisation (secondary)