Earn the next
purchase.
Don’t buy it.

Give customers a reason to come back.
Repeat revenue without the discount or the ad spend.

Plan your first program Explore the work

01 / The creative possibilities

Useful. Interesting.
Worth opening.

The next purchase starts with a reason to return. Here’s what that can look like.

Email and lifecycle campaign concepts, built around different customer needs.

FORM / FIELD Journal No. 01

Sculptural navy ceramic vase and pale textured bowl in an editorial still life

The things we keep.

A little more
behind the making.

Good objects have a story. This one starts with a piece of clay.

Meet the maker ↗

01 / 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 RITUAL A moment for you

Find your next ritual

How do you
take a pause?

Pick your kind of slow. We’ll take it from here.

An invitation to participate. No offer needed.

02 / Invite participation

Restart the conversation

A pick, a quiz, a small ritual. Turn passive attention into participation.

Who it’s for: Customers who open but have stopped buying
What we measure: Repeat purchase within 30 days

EVERYDAY / ESSENTIALS Right on time

A good thing, continued.

Getting down
to the last drop?

Your daily favourite, ready for another round.

Navy skincare bottle with a silver pump, water and glass details

Keep your routine going ↗

03 / 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 / HOME Made to stay

Make it yours.

Better with
every day.

A few small ways to care for the things you love.

Indigo woven linen folded over pale stone, showing its texture and stitching

01 / Care 02 / Repair 03 / Pair

Get to know your piece ↗

04 / Extend the first purchase

Make the first purchase matter

Help them use and care for what they bought. The next purchase follows from the first.

Who it’s for: Customers after a considered first purchase
What we measure: 90-day repeat rate

EDITION / 004 For the familiar faces

Your first look.

Before
everyone else.

You’ve been here before.
This opening is yours.

A preview of a sculptural ceramic collection

Edition
004

Explore the edition ↗

05 / 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

02 / The tension

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.

03 / Our method

The right reason.
For each customer.

Most brands run one list, one message, one offer. We build a separate program for each kind of customer you have, with a reason to return that fits them.

Understand

Who you have, and what would bring each of them back.

Create

A program for each group, built on a reason that isn’t a discount.

Run

On the platform you already use. Nothing migrates.

Learn

What each program earned, against customers who didn’t get it.

04 / The evidence

How we measure
success.

Opens and clicks show a message was noticed. They don’t show it earned anything. Every program runs against a holdout, customers who don’t receive it. The gap is what the program earned.

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

Explore the experiment Week 0 — Week 8

Sample data, indexed to week 0.

05 / Start with one program

Start with one.
Build on what works.

Choose one opportunity to test. The result tells us where to go next.

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

Built and launched in the platform you already use.

03 / Follow the evidence

Read & decide

A readout of what the program earned. You continue, expand, or stop.

Everything we build stays in your account.
If it doesn’t earn more than the holdout, we tell you.

Plan your first program ↗

06 / Let’s begin

Let’s earn your
next repeat purchase.

Where do repeat purchases get stuck? Tell us about your brand and what you’d like to change.

What happens next

We’ll use the first conversation to identify one opportunity and outline a focused first program.

Earn the next purchase. Don’t buy it.

Useful. Interesting. Worth opening.

A little more behind the making.