How to create a replenishment flow

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You will learn

Learn how to create a replenishment flow that can nurture customers at different points in their lifecycles if you're selling products that your customers purchase repeatedly within a certain timeframe. By reviewing your existing purchase data, you can determine the established buying cycles of your customers and products, then set up a replenishment flow to target purchasers with a friendly and well-timed reminder.

Flow trigger and filters

For Shopify and BigCommerce integrations, there are pre-built replenishment flows available in the flows library after you've set up and enabled your integration. To view these:

  1. Navigate to the Flows tab.
  2. Click Create Flow to view the flows library.
  3. In the Browse by goal section, click Encourage repeat purchases.

However, as long as you have the Placed Order event, you can build this flow from scratch by creating a metric-triggered flow and then using the Placed Order event. If you're creating a flow for a specific product, you can add a trigger filter that will limit this flow to customers who purchase the product.

Example trigger filter with configuration 'Items contains Premium Energy Water'

You'll also want to ensure that customers who make a purchase after entering this flow are removed. The pre-built replenishment flow comes with a flow filter that checks before every email sends to ensure that customers have not purchased a product since entering the flow. Make sure you have this flow filter added. If you're limiting your flow to a specific product, you should also limit this filter to the specific product.

Conditional split that checks if someone has not placed an order for Premium Energy Water since starting the flow

Flow timing

Adjust the timing of your first reminder based on your customers' established buying cycles. For example, if you're selling a supplement that comes with a 30 day supply, you'll most likely want to send a reminder email about 25 days after customers enter the flow.

Placed Order flow trigger with 1 trigger filter and 1 flow filter

You can experiment with additional reminder emails, but remember not to badger your customers. A good rule of thumb is to send two reminder emails, and then one follow-up after the projected buying cycle has passed that includes an extra incentive like a discount or a coupon.

Example flow with the first email after 25 days and a second email after 3 days

Flow content

You'll want to tailor your content to include product information relevant to the customer's purchase based on your goals. For example, if you're selling a product with a 30 day supply, then you'll want to send content that reminds the customer to purchase this same product again.

Example replenishment email with the name and image of Premium Energy Water and a Buy Again button link

You might also want to include suggestions for similar products using a product block. For example, if you're selling coffee beans, a replenishment flow might suggest purchasing a new flavor or a mug.

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