Does this sound familiar? A flood of new buyers during your promotion, but weeks later you hear… nothing. ‘Ghost-shoppers’ who never come back after one transaction. In this long-read (± 5 min), you’ll discover why that happens and what concrete steps you can take today to reduce churn and build loyal fans – without giving away your margin.
1. The pain point: extreme churn in retail and e-commerce
In other words: half of your new customers drop off shortly after their first purchase – resulting in lost revenue and growth potential. Source: LinkedIn Pulse
On top of that, acquiring a new customer is 5–25× more expensive than retaining an existing one. Every euro spent on acquisition could yield much more when invested in retention and repeat purchases. Source: Harvard Business Review
In e-commerce, the average repeat purchase rate is only 28.2 %. In other words: fewer than 3 in 10 shoppers ever buy again. Source: OpSend
Conclusion: churn is not just a marketing issue – it’s a direct financial threat.
2. What drives one-time buyers?
Price seekers & promo hoppers
More and more consumers compare in real-time via comparison sites and social media. Once the discount disappears, so does the incentive to return.
Lack of engagement
Many brands go silent after the first purchase. Without follow-up or a personal touch, the relationship remains fragile — and the customer quickly disappears.
Friction in the customer journey
Slow checkouts, unclear return policies, or missing preferred payment options all increase the chance that a buyer won’t come back.
Lack of data insight
Without first-party data, you don’t know who your one-time buyer really is — let alone how to retarget them effectively with relevant content or offers.
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For several years now, SBJ has been responsible for the logistics and registration for Hartenhuis Chocolate Letters: a wonderful initiative by Het Vergeten Kind and Koninklijke Verkade.
i-Solution, part of i-Team Global, called on SBJ for two logistical challenges. Webshop logistics and subscription service.
SBJ ontwikkelt voor Bison een reeks doorlopende campagnes die de verkoop van het volledige assortiment producten stimuleren. Zowel voor de Nederlandse- als de Belgische consumentenmarkt.
By producing and selling bicycles, bicycle parts and accessories, the Accell Group is the European market leader in the field of e-bikes and number two in bicycle parts and accessories. Well-known brands of the group include Batavus, KOGA, SPARTA Haibike, Winora, Ghost, Lapierre, Raleigh, Babboe, Comet and Carqon.
Flexineb Nederland, supplier of a special nebuliser for horses, has decided to entrust SBJ with its online store logistics and 1st -line customer service. Once again, e-fulfilment has a big plus and clearly goes further than just entry, storage, packaging and shipping.
Every year, more than 100,000 children go door to door to sell so-called kinderpostzegels (stamps sold to benefit children), special cards and other fun items. The proceeds from this stamp campaign go to children who need support due to loneliness, poverty or problems at home.
3. Smart incentives without killing your margins
How do you bring back a price-sensitive, anonymous buyer? With controlled, data-driven campaigns:
Cashback campaign (up to 100%)
Why it works: Combines an irresistible benefit with a mandatory registration step — helping you collect contact and purchase data instantly.
Pro tip: Try “Try & review for free” instead of “Buy 1 get 1” to preserve perceived value.
Prize draw with unique QR codes
Why it works: Low cost per entry – high engagement. QR tracking links each entry to a specific promo, capturing location and product variant.
Pro tip: Print a dynamic QR on both packaging and receipt for maximum reach.
Light loyalty program
Why it works: Reduce barriers: let users collect points via codes inside or on products, linked to a mobile wallet.
Pro tip: Use micro-rewards (e.g. free sample after 3 purchases) to trigger quick repeat purchases.
Important: choose incentives that structurally generate first-party data. That’s the only way to automate personalized emails, product suggestions, or loyalty flows.
4. Ziva case: 100% cashback + QR = data goldmine
The fictional beverage brand Ziva launched a pan-EU “Taste the power of Ziva – 100% money back” campaign.
Unique QR code on every can + social media posts.
Customer filled out a form, uploaded receipt and opted in for marketing.
Within 48h: cashback + personalized discount voucher for multipack.
This case shows how a well-designed QR-to-CRM funnel combines consumer engagement with data capture — exactly what a CRM Booster solution is made for.
Test the flow
5. Checklist: reduce churn today
- Scan your data gaps — Which touchpoints don’t capture email or purchase data?
- Choose a low-barrier incentive — Cashback, prize draw or loyalty points.
- Implement unique, traceable codes on pack, receipt, and social posts.
- Automate your follow-up — Send a thank-you email + relevant upsell within 72h.
- Measure & optimize — Track repeat purchases, NPS, and retention by cohort.
Pro tip: Tools like a CRM Booster centralize code validation, data collection, and email triggering — so your marketing team can focus on creative campaigns instead of spreadsheets.
