The next purchase starts with a reason to return. Here’s what that
can look like.
Each starts with a different customer need; your program starts with yours.
Concept previews · Illustrative examples, not client campaigns.
FORM / FIELDJournal No. 01
The things we keep.
From the studio
to your shelf.
Your new piece began as a lump of clay. Meet the hands, the glaze, and the small decisions that made it yours.
Meet the maker
Build anticipation
Earn the second purchase
A story worth following. Give first-time buyers a reason to open the next chapter.
Who it’s for
Customers who have bought once
What we measure
Second purchase within 60 days
DAILY RITUALA moment for you
Find your next ritual
How do you
take a pause?
Five minutes to yourself. How would you spend them? Choose one to find a ritual for your day.
An invitation to participate. No offer needed.
Invite participation
Restart the conversation
A pick, a quiz, a small ritual. Turn passive attention into participation.
Who it’s for
Customers who engage but haven’t bought recently
What we measure
Repeat purchase within 30 days
EVERYDAY / ESSENTIALSRight on time
A good thing, continued.
Getting down
to the last drop?
If your daily favourite is running low, here’s an easy way to restock. Still well stocked? Come back when you’re ready.
Keep your routine going
Arrive at the right moment
Arrive before they run out
A useful reminder when they’re running low. Their routine sets the timing.
Who it’s for
Buyers of products that get used up
What we measure
Full-price reorder rate
THREAD / HOMEMade to stay
Make it yours.
Better with
every day.
A cool wash. A gentle dry. A little care keeps your linen soft and ready for everyday use.
CareRepairPair
Get to know your piece
Extend the first purchase
Make the first purchase matter
Help customers get more from what they bought, then introduce a relevant next purchase.
Who it’s for
Customers after a considered first purchase
What we measure
90-day repeat rate
EDITION / 004For the familiar faces
Your first look.
Before
everyone else.
As a returning customer, you’re invited to see the new collection first.
Take a look before the wider release.
Edition
004
Explore the edition
Recognise loyalty
Recognise your regulars
First pick. Early access. Give regulars recognition, rather than another discount.
Who it’s for
Your most frequent buyers
What we measure
Purchase frequency
The tension02 / A different cycle
The offer works.
Until it’s the
only thing
that works.
A discount brings customers back. It also teaches them to wait
for the next one.
Every repeat order costs you margin.
Your sale calendar becomes their buying calendar.
Everything that isn’t an offer stops getting read.
Larkle builds the other reasons to come back. The ones that hold
at full price.
Our method03 / From signal to return
The right reason.
For each customer.
Your targets shape the brief. We use your customer behaviour, brand
voice, and buying cycle to design email and lifecycle programs
with a specific reason to return.
From signal to return
01
02
03
04
A signal passes through understanding, creative development, connected journeys, and learning.
01
Understand your targets, customer behaviour, and the gaps in your current journeys.
02
Develop the idea, email copy, and journey around a customer need and an agreed outcome.
03
Build in your existing platform where possible, with data checks and approval before launch.
04
Compare outcomes with an agreed baseline or holdout, then decide what to improve.
The evidence04 / Measure what matters
How we measure
success.
Opens and clicks help diagnose a campaign. Repeat purchases and
revenue tell us more. Where feasible, we compare a program with
a similar group who don’t receive it, to estimate the difference
it makes.
The retention readoutProgram / Holdout
How the comparison works
Illustrative example
+20.4%
more revenue per customer
at week 8
In this example, the program earns more than the holdout.
Program
Holdout
Earned gap
Sample data, indexed to week 0. An explanation of the method, not a forecast or client result.
Start with one program05 / Your first move
Start with one.
Build on what works.
Start with your target: more second purchases, timely reorders,
or stronger loyalty. We scope a first program around it and agree
how we’ll judge progress.
01
Set the question
Scope & design
One customer group, one reason to return, one measure of success.
Agreed before anything is built.
02
Put it into motion
Build & launch
Email creative, lifecycle journeys, and any supporting agents, built for your stack and reviewed before launch.
03
Follow the evidence
Read & decide
A clear readout against the agreed target, including the limits of the evidence. Decide together whether to refine, expand, or stop.
Everything we build stays in your account.
You see the results, including what didn’t work.
Where do repeat purchases get stuck? Tell us about your brand
and what you’d like to change.
What happens next
We’ll review your goals, current setup, and the customer journey
you want to improve. Then we’ll discuss a suitable first program,
what it involves, and how we’d measure it.
