Chocofamily: Acquiring Customers Who Buy Again
A cohort-based acquisition model that measured repeat orders and contribution quality after the first discounted purchase.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Promotions could produce cheap first orders without proving customer quality. CAC needed to be evaluated alongside repeat behavior and the cost of discounts.
Solution
- Separated new-customer acquisition from communication with the existing customer base.
- Segmented offers by category and city to improve message relevance.
- Moved first-time buyers into email and messenger CRM journeys designed around the next likely purchase.
- Compared sources by 60-day cohort behavior and included discounts and marketing cost in the evaluation.
Results
- 15,000 modeled new customers
- KZT 800 modeled first-customer CAC
- KZT 12M modeled ad spend
Key insight
The best source is the one that creates repeat revenue, not the one that distributes the most promo codes.