01
Client context
The brand had grown quickly through performance marketing, but acquisition costs were rising and repeat rates were flat.
02
Business challenge
The team knew who bought once but not why they did not come back.
03
Research objective & questions
Identify drivers of repeat purchase and churn, and evaluate expansion into offline and marketplace channels.
- Who are the most valuable customers, and why do they repeat?
- Why do first-time buyers not return?
- Which channels should the brand expand into?
- How strong is the brand beyond advertising?
04
Methodology & approach
- Repeat and lapsed buyer IDIs
- Customers at different stages.
- Customer survey
- Satisfaction, repeat intent and channel preferences.
- Brand awareness research
- Unaided and aided awareness among category users.
- Channel assessment
- Marketplaces, quick commerce and modern trade.
05
Sample & geography
- ~25 buyer IDIs
- ~1,000 customer survey responses
- Geography — India
06
Key findings
- Repeat buyers had found a routine; one-time buyers had bought a single product without guidance.
- Visible results within weeks drove repeat purchase.
- Many customers wanted to buy on marketplaces they already used.
- Unaided awareness was low outside the core audience.
07
Business implications
- Introduce routine-based bundles and guidance.
- Set expectations on results timelines.
- Expand to selected marketplaces while building brand awareness.
08
Outcome
The brand received a retention playbook and a channel expansion assessment.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.