What is customer retention?

Customer retention is a business's ability to keep its customers buying over a period of time. For a D2C brand it means getting first-time buyers to order again. You can count it as the share of one month's first-time buyers who bought again in a named window, such as 90 days.

What are customer retention strategies for D2C brands?

They are planned steps that bring a first-time buyer back. The usual ones are order and delivery updates, a how-to-use message, a review request and a reorder reminder at the natural time. A loyalty rule that does not lean on discounts helps too. Each message goes only to people who agreed.

How to increase repeat purchase in D2C?

Find the day your buyers usually run out, using the gap between first and second orders in your own data. Send one useful reminder a few days before it, to people who agreed. Make the first order arrive well, and test a reminder with and without an offer before you give discounts.

What is repeat purchase rate and how do I calculate it?

Repeat purchase rate is the share of customers who bought more than once. Take the buyers whose first order was in one month and who kept it. Divide those who bought again in a named window by the whole group. Say 46 out of 200 is 23% in 90 days.

What is a good repeat purchase rate?

There is no single good rate, and we did not open a named page with a dated figure for Indian D2C brands, so we give none. It depends on how fast your product runs out, its price and your margin. Compare each month's group with the months before, using the same window.

How do I find when my customers reorder?

Export your orders with customer ID, order date and status. Keep orders that were kept. For each customer with two orders, subtract the first date from the second. The middle of those gaps is your natural reorder time. Send the reminder a few days before it, and run the sheet for each product.

Do I need permission to send retention messages on WhatsApp or email?

The WhatsApp Business Messaging Policy, updated 23 September 2026, asks for opt-in permission and for you to respect every request to stop. Google asks bulk senders for one-click unsubscribe. We state no Indian law here. Ask at checkout, keep a record, and read our DPDP guide.

Are loyalty points or subscriptions worth it for a D2C brand?

It depends on your product and margin. Subscriptions suit products used up at a steady rate, but the buyer must commit and you must ship on time. Points work when they reward actions such as reviews, and never push an order below your margin floor. Test against a group with no reward.

Home World of Marketing D2C customer retention

Guide · D2C customer retention

Customer retention strategiesfor D2C brands in India

A D2C brand keeps buyers by writing to them on the day they run out. Find that day from your own orders, then send one useful message just before it. Who this is for: Founders and marketing heads of Indian D2C brands that sell something people use up and buy again, such as tea, spices, snacks or skin care.

Get a growth plan Read the guide

Since 201565+ in-house teamKolkata office, 5 team bases

By Milton DasPublished 26 Oct 202614 min read

Brands we have worked with

See all 123 clients

/ 01 The short answer

What arecustomer retention strategies?

Customer retention strategies work well when each message follows the day your buyers run out of the product. Count repeat purchase rate on first-time buyers who kept their order, in a window you name, and write only to people who agreed to hear from you.

PromotEdge helps Indian D2C brands set this up. This guide gives the sums, a 30 day table, a made-up tea brand and a monthly sheet.

D2C customer retention is the work of getting a first-time buyer to order again. D2C means direct to consumer: the brand sells on its own site or app. If the term is new, read our guide on what D2C means.

Our D2C marketing strategy guide has one section on the steps after the first order. This page goes deeper on that one section. It is part of our hub on D2C and quick commerce growth in India.

One made-up tea brand runs through the page. Its figures are invented. They are not results and not a guide to what your brand will see. The formulas, the tables and the sheets are our own method. Where we quote a page, we name it and the month we read it. This is information, not advice.

Key takeaways

Count repeat purchase rate on first-time buyers who kept their order, over a window you name. A rate with no window cannot be compared with anything.
Find the natural reorder time of your product from your own orders. Send the reminder a few days before it.
Write to people who agreed. WhatsApp and Gmail both publish rules on permission and on stopping, and both are summed up below.
A discount on every reorder cuts the margin on the very order you wanted. Reward actions that help the brand, and test before you give price cuts.
Good retention shortens the time a customer takes to pay back what it cost to win them. Show it on a sheet, with your own margin.

/ 02 The first 30 days

The first 30 daysafter the first order

Our own plan for a made-up tea brand. Say delivery takes four days. Day counts start at the order. Change them to fit your own product and courier.

Day	Message	What it is for	Watch out for
Day 0	Order confirmation, with the delivery date and the return rule.	Tell the buyer the order is safe, and cut the calls that ask where it is.	Ask for permission at checkout. A WhatsApp message needs the buyer's opt-in first.
Day 0 to 1, cash on delivery orders only	A short check of the order and the address.	Catch wrong addresses and impulse orders before you pay for the trip out.	Amazon Shipping India (22 September 2026) says to confirm before dispatch. One question only.
Day 1 to 4	Delivery update with the tracking link.	Tell the buyer when to expect the parcel, so someone is at the door.	One update for each real step. Many updates read as noise.
Day 5, the day after delivery	How to use: a short brew guide and a tip on pack size.	Get the first cup right. A buyer who gets it wrong has little reason to order again.	Keep it to a few lines. Leave offers out of this message.
Day 11, a week after delivery	Review request with one question: how was it?	Learn what the buyer thinks, and collect honest reviews for the product page.	Ask for an honest review, not a five-star one. Answer any open complaint before you ask.
Day 30, a few days before the natural reorder time	Reorder reminder with a one-tap link to the same pack.	Reach the buyer as the pack runs low.	Send it only to people who kept the order, have not reordered and have not asked to stop.

Figures as of 26 Oct 2026.

Our own plan, made up for illustration. The timings come from a tea brand's example, not from any platform.

How to count repeat purchase rate honestly

Repeat purchase rate is the share of your customers who bought more than once. According to Shopify's guide on retention programs (June 2025), the repeat customer rate is the number of customers who bought more than once, divided by all customers. The sum is easy. The choices behind it change the answer.

Four choices decide whether your number is honest.

Name the window. Say 90 days or 180 days. The same buyers give a lower rate at 90 days than at 180.
Start from first-time buyers. Take the people whose first order fell in one month and follow only them. Old buyers who order again in that month would flatter the rate.
Count orders that were kept. A parcel refused at the door or sent back is not a customer. Leave it out of the group, and leave it out of the sum.
Count customers, not orders. A buyer who orders three times is one repeat customer.

Two other names turn up in this field. According to Shopify India's blog (1 September 2026), retention rate is customers at the end of a period, minus new customers, divided by customers at the start, times 100. The page says retention means bringing first-time buyers back, and that it differs from loyalty, which aims for an emotional bond. According to Wikipedia (last edited March 2026), retention is the ability to keep customers over a specified period. Both name a period.

Our reading: a brand with no contracts finds the repeat rate of one named group of first-time buyers easier to read. You can see who is in the group, and you can check each name. More of the D2C numbers are in our guide on D2C marketing cost and metrics.

A worked example: a made-up tea brand

Say a tea brand sells a 250 g pack for ₹450 on its own site. All figures here are made up. The product costs ₹150, packing and shipping ₹90, payment charges ₹10, and the brand sets aside ₹20 for returns. That leaves ₹180 on an order, or 40% of the price, before marketing.

In January, 220 people ordered for the first time. Twenty refused the parcel at the door or sent it back. That leaves 200 first-time buyers who kept the order. Within 90 days, 46 of those 200 bought again. Between them they placed 58 orders. Within 180 days, 70 had bought again, with 100 repeat orders.

How it was counted	The sum	Result	What to say about it
First-time buyers who kept the order, customers, 90 days	46 ÷ 200	23%	Honest. The group and the window are named.
The same, with refused and returned orders left in the group	46 ÷ 220	About 21%	Counts 20 people who never kept the tea. The rate looks lower than it is.
Repeat orders counted instead of customers	58 ÷ 200	29%	Counts some buyers twice. It is not a share of customers.
The same honest count, a longer window of 180 days	70 ÷ 200	35%	Honest, if you say 180 days. Never set it beside a 90 day rate.

Read the first and last rows together. Same buyers, same brand, 23% and 35%. Only the window changed. So write the window next to every rate you report.

We state no good repeat rate. We did not open a named page that gives a dated figure for Indian D2C brands. What is good for you depends on how fast the product runs out, its price and your margin. Compare each month's group with the months before it, using the same window.

How to find your natural reorder time

The natural reorder time is the usual number of days between a buyer's first and second kept order. The term is ours. A pack of tea that lasts five weeks has a different time from a face serum or a gift box. A message that comes too early feels like a push. One that comes too late may find the buyer has already bought elsewhere.

Use your own orders. You need one sheet with these columns: customer ID, order date, order number and order status. Then follow these steps.

Export your orders and keep only the ones that were kept. Drop refused, returned and cancelled orders.
Keep customers who have two or more orders. Put the date of the first order and the date of the second in one row for each customer.
Add a column for the gap in days: the second date minus the first date.
Find the middle gap with the MEDIAN formula. Find the two ends of the middle half with QUARTILE. That range is your window for the reminder.
Send the reminder a few days before the middle gap. Then check the next month's group.

Here is a made-up sample of seven rows from the tea brand.

Customer	First kept order	Second kept order	Days between
C1	3 Jan	1 Feb	29
C2	5 Jan	7 Feb	33
C3	8 Jan	11 Feb	34
C4	10 Jan	15 Feb	36
C5	12 Jan	19 Feb	38
C6	15 Jan	26 Feb	42
C7	18 Jan	14 Mar	55

The middle gap is 36 days. Half of the gaps fall between about 34 and 40 days. So the brand plans its reminder for day 30, a few days before the pack runs low.

Two cautions. First, buyers who have not reordered yet are not in the sheet. Early on, the sheet shows only the quick reorderers, so the gap looks shorter than it will be. Run it again when your oldest group is old enough. Second, one product can have several times. A 100 g pack and a 1 kg pack will not run out on the same day, so keep a sheet for each. To get a customer ID on every order, see our page on analytics and tracking.

Channels and the rules on their own pages

Choose a channel for each message, and read its own page before you send. Here is what the pages we opened say.

Channel	What the page says	Page and month
WhatsApp	You need opt-in permission from the person, confirming they want later messages. A separate opt-in for each message category is good practice. You must respect every request to stop, on or off WhatsApp. Outside the 24-hour customer service window, you may send only approved message templates.	WhatsApp Business Messaging Policy, last updated 23 September 2026
Email	Senders of more than 5,000 messages a day to Gmail accounts must follow the bulk sender rules. They need three checks that show the mail really came from their domain, called SPF, DKIM and DMARC. Their marketing and subscribed messages must support one-click unsubscribe and carry a clearly visible unsubscribe link in the body. The page asks for a spam rate below 0.30% in Postmaster Tools, and advises keeping it below 0.10%.	Google Workspace Admin Help, email sender guidelines, October 2026 (no date on the page)
SMS	We did not open an official text on India's SMS rules, so we state none. Ask your SMS provider, and a lawyer, what applies before you send a reminder.	None opened

Our reading of the WhatsApp page: a reorder reminder sent a month after the order falls outside the 24-hour window, unless the buyer messaged you in the last day. So it must go as an approved template. Ask at checkout, with a separate tick box for order updates and for reminders and offers. Say what you will send, and give an easy way out. See our guides on the WhatsApp Business guide and on the DPDP Act for marketers, and our WhatsApp marketing page.

Our reading of the Google page: a small tea brand may send far fewer than 5,000 emails a day. Even so, a visible unsubscribe link and a low rate of spam complaints suit any sender. Email also fits the longer messages, such as the how-to-use guide. See our email marketing page. We state no Indian rule on consent here, because we did not open an official text. Ask your lawyer.

Keep one record for each person: when they agreed, how, to what, and when they asked to stop. A stop request must reach every tool you use, or the next campaign will message them. A CRM (customer relationship management) tool can hold that record. See our page on marketing automation and CRM.

Subscriptions, bundles and reminders: three options

According to Shopify India's blog (1 September 2026), subscriptions give steady repeat revenue for products that are used again and again or need replenishing. The page offers a curation box as a lower commitment option, and it suggests offering a pause before a buyer cancels. Here are the trade-offs in plain words. We give no figures, because they depend on your product.

Option	How it helps repeat buying	The trade-off	Fits when
Subscribe and reorder	The next order arrives on the day you set, without a message.	The buyer must say yes to a plan at the first visit, and many will not. A buyer who no longer needs the pack must cancel, so offer a pause. You must ship on time every cycle and deal with failed payments.	The product is used up at a steady rate.
Bundle or multi-pack	A larger first order brings cash sooner.	The pack lasts longer, so the next purchase moves out and your reorder time changes. A bundle price also cuts the margin on that order.	The buyer already knows the product.
Reminder only	No commitment from the buyer.	It depends on the buyer acting. It needs the right day and the buyer's permission.	The brand or product is new, or the use rate is uneven.

Our reading: start with the reminder. It teaches you the reorder time. Then offer a subscription to the buyers who reorder on time. Measure the reorder time again after any bundle.

Loyalty points without a discount habit

Shopify India's blog (1 September 2026) lists points that turn into store credit, gift cards or vouchers, and free shipping, as reward ideas. It says discounts make sense only when your margins can carry them. Our reading: a buyer who gets a coupon on every reorder learns to wait for the next one.

Say the tea brand gives ₹50 off every reorder. A repeat order that left ₹180 now leaves ₹130, which is 28% less. The next section shows what this does to payback. A coupon may also lift the repeat rate. So test it against a group that gets none before you decide.

Rules we would write for a points scheme:

Give points for actions that help the brand: a second order, an honest review or a friend who buys. Do not give them only for spending.
Pay in things that cost less than a price cut. Early access to a new blend, a sample in the parcel or a hand-written card cost you the product cost, not the price.
Set a floor in your sheet. No reward may take an order below the margin you set.
State the rule in plain words when a buyer joins, including when points end.
Keep a group of buyers with no reward, and compare their repeat rate with the rest.

What to avoid

Messaging people who never agreed, or sending after a stop request.
A discount on every reorder.
Counting refused and returned orders as customers.
Quoting a repeat rate with no window, or setting a 90 day rate beside a 180 day rate.
One fixed date for every product. A small pack and a large pack run out at different times.
Asking for a review from a buyer whose complaint is still open.
Copying another brand's rate or schedule. Your product, price and margin are your own.

How retention changes the payback on customer acquisition cost

Customer acquisition cost (CAC) is what it cost to win one new paying customer. CAC payback is the time a customer takes to give back that cost. Our guide on customer acquisition cost gives the formula, and the lifetime value entry in our glossary, LTV, gives the long view.

Say the tea brand's CAC is ₹300 for a customer who kept the order. This is made up. The first order leaves ₹180. So the first order does not cover it. Here is the margin earned per customer as repeat orders come in. Every repeat order is taken to leave ₹180, with no coupon.

Time since the first order	Repeat orders per kept customer so far	Margin earned per customer so far	Covers a CAC of ₹300?
First order	0	₹180	No
90 days	0.29 (58 orders ÷ 200)	₹232	No
180 days	0.50 (100 orders ÷ 200)	₹270	No
270 days	0.70 (140 orders ÷ 200)	₹306	Yes

In this made-up case, the CAC is earned back by day 270. Now say a reminder on day 30 lifts the repeat orders at 180 days from 0.50 to 0.70 per customer. The margin at 180 days becomes ₹180 plus 0.70 times ₹180, which is ₹306. The CAC is earned back by day 180, not day 270.

Now put the coupon back. Say each repeat order leaves ₹130 because of the ₹50 coupon. At 270 days the margin is ₹180 plus 0.70 times ₹130, which is ₹271. That does not cover ₹300. The coupon would need to lift repeat orders enough to make up the ₹50 on every one of them.

A payback of nine months needs cash that can wait. Ask your finance team how long your cash can carry it. Judge ads on the first order alone and you will see ₹180 against ₹300, and may stop ads that pay back later. Our guides on return on ad spend and on marketing return on investment show the first-order view and the longer view.

A monthly retention sheet

Copy the table into a sheet. One row for each month of first orders. Fill the row in as the months pass. A row for February cannot show a 90 day rate until May. The example row is the made-up January group.

Month of first order	First-time buyers who kept the order	Bought again in 90 days	Repeat rate, 90 days	Bought again in 180 days	Repeat rate, 180 days	Repeat orders per customer, 180 days	Share who agreed to messages	Stop requests
January (made up)	200	46	23%	70	35%	0.50	60%	3

Add two columns if you can: reorder time for the group, and the message that went out on day 30. Review the sheet on a fixed day each month. Keep the definitions fixed too. A rate that moves only because the window changed tells you nothing. For a D2C brand, see also our D2C and ecommerce page.

Questions to ask an agency

If an agency runs your retention messages or reports your repeat rate, ask these.

How do you define a repeat customer, and which window do you use?
Are refused and returned orders left out of the group?
Can I see the repeat rate by month of first order, in a sheet I own?
How did you find the reorder time, and how often will you check it?
Which message goes on which channel, and where is the record of each person's permission?
What happens when someone asks to stop? Does it reach every tool?
Will you test each reminder with and without an offer, and show me the result?
Who owns the customer list, and will it come back to me if we stop working together?

/ 03 Before you start

Your retentionchecklist

01
Fix the count
First-time buyers of one month, orders that were kept, customers not orders, and a named window.
02
Find the reorder time
The gap between first and second kept orders, for each product. Use the middle gap.
03
Ask for permission and keep a record
A separate tick box for updates and for reminders. Note when, how and to what each person agreed.
04
Write the first 30 days
Confirmation, delivery update, how to use, review request and a reminder just before the reorder time.
05
Pick a reward rule
Reward actions, set a margin floor and test against a group with no reward.
06
Work out payback
Margin per customer over time against your CAC, with and without any coupon.
07
Start the monthly sheet
One row for each month of first orders, with the same definitions every month.

Our beliefWe look at your business first. Marketing comes second.

/ 04 Where we fit

How we help, in kind

PromotEdge helps Indian D2C brands plan the messages after the first order. We work with you on the repeat count, the reorder time, the message plan, the permission record and the monthly sheet.

Cost depends on how many products and channels you have and how much of the work your team does. We give no figure here.

The smallest first step is a free 30-minute strategist call and a one-page plan, for projects we think we can help. We take on a limited number, so we'll tell you honestly if it is a fit. We send a quote within 2 working days.

You can ask for a growth plan when you are ready. A few lines in the form are enough.

We opened each page below on 26 October 2026. Platform pages and rules change, so check the current page before you act. Where a page shows no date, we write October 2026, the month we read it.

Source: WhatsApp, WhatsApp Business Messaging Policy, last updated 23 September 2026 | whatsappbusiness.com/policy. Used for: opt-in permission, a separate opt-in for each message category as good practice, honouring requests to stop, and approved templates outside the 24-hour window.
Source: Google Workspace Admin Help, Email sender guidelines, October 2026 (no date on the page) | support.google.com/a/answer/81126. Used for: the 5,000 messages a day line for bulk senders, authentication, one-click unsubscribe with a visible link, and the spam rate levels.
Source: Shopify India blog, 14 Customer Retention Strategies, 1 September 2026 | www.shopify.com/in/blog/customer-retention-strategies. Used for: the retention rate formula, retention compared with loyalty, subscriptions, a curation box and a pause before cancel, reward ideas, and discounts only where margins support them.
Source: Shopify blog, Customer Retention Program, 24 June 2025 | www.shopify.com/blog/customer-retention-program. Used for: the repeat customer rate as customers who bought more than once divided by all customers.
Source: Wikipedia, Customer retention, last edited 21 March 2026 | en.wikipedia.org/wiki/Customer_retention. Used for: retention as the ability to keep customers over a specified period.
Source: Amazon Shipping India, COD Management for Indian SMBs, 22 September 2026 | shipping.amazon.in/blog/cod-management. Used for: confirming cash on delivery orders by WhatsApp or SMS before dispatch.
We did not open an official text on India's SMS rules or on consumer, e-commerce, return or cash on delivery law, so we state none.
The honest count, the reorder time sheet, the 30 day table, the payback table, the monthly sheet and the questions are our own method. The FAQ questions are our reading of common questions, to be checked against what people ask on Google. The tea brand and every number in it are made up. None of it is data or a client result. We state no benchmark or good repeat rate.

Keep reading

Related guidesand services

More from World of Marketing, and the pages that put these ideas into practice.

More guides

What clients say

What clients told us after working with PromotEdge.

Fine Organics — **Bimal Shah**Executive Director at Fine Organic Industries LimitedManufacturing

TATA Metaliks

“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”

Medha SharmaStrategic Head at TATA MetaliksSteel and metals

Birdman Chemeng Pvt Ltd.

“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”

Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing

**Bobby Srinivas**Chief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals

**Rahul Mishra**Assistant Manager Digital Marketing & Ecommerce at Magik LightingElectricals

Shyam Metalics Group

“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”

Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metals

Brahmaputra Volleyball League

“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day. The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us. This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge. And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work. So happy and compliments to the team -- Sayantan and PromotEdge team. Thank you.”

Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports

**Harsh Gupta**Managing Director at Rishta FoodsFMCG

Prime Volleyball League

“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”

Joy BhattacharjyaCEO at Prime Volleyball LeagueSports

iLead — **Mom Mitra**Marketing Head at IleadEducation

**Priyanka Gupta**Director at Nitya Gold & DiamondsJewellery retail

PRAN RFL Group

“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them. I would personally refer PromotEdge to those who want creative and contemporary work. We wish PromotEdge a successful journey ahead.”

Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCG

Unimark Group

“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.”

Anish Basu MallikMarketing Executive at Unimark GroupReal estate

**Hitesh Malhotra**Sports Development at Fédération Internationale de Volleyball - FIVBSports

ABP Education

“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”

Satabdi SahuLead - Brand and Content at ABP EducationEducation

“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”

GibaBrazilian Former Volleyball PlayerSports

“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”

Hardeep SinghMarketing Consultant

“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, Avik Da, and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”

Priyam GhoseContent Creator

Read all 20 testimonials

Keeping your buyers?

Know the day they run out.Then write.

Get a growth plan Call us WhatsApp us

Common questions.

Customer retention is a business's ability to keep its customers buying over a period of time. For a D2C brand it means getting first-time buyers to order again. You can count it as the share of one month's first-time buyers who bought again in a named window, such as 90 days.
They are planned steps that bring a first-time buyer back. The usual ones are order and delivery updates, a how-to-use message, a review request and a reorder reminder at the natural time. A loyalty rule that does not lean on discounts helps too. Each message goes only to people who agreed.
Find the day your buyers usually run out, using the gap between first and second orders in your own data. Send one useful reminder a few days before it, to people who agreed. Make the first order arrive well, and test a reminder with and without an offer before you give discounts.
Repeat purchase rate is the share of customers who bought more than once. Take the buyers whose first order was in one month and who kept it. Divide those who bought again in a named window by the whole group. Say 46 out of 200 is 23% in 90 days.
There is no single good rate, and we did not open a named page with a dated figure for Indian D2C brands, so we give none. It depends on how fast your product runs out, its price and your margin. Compare each month's group with the months before, using the same window.
Export your orders with customer ID, order date and status. Keep orders that were kept. For each customer with two orders, subtract the first date from the second. The middle of those gaps is your natural reorder time. Send the reminder a few days before it, and run the sheet for each product.
The WhatsApp Business Messaging Policy, updated 23 September 2026, asks for opt-in permission and for you to respect every request to stop. Google asks bulk senders for one-click unsubscribe. We state no Indian law here. Ask at checkout, keep a record, and read our DPDP guide.
It depends on your product and margin. Subscriptions suit products used up at a steady rate, but the buyer must commit and you must ship on time. Points work when they reward actions such as reviews, and never push an order below your margin floor. Test against a group with no reward.