Elena
A monthly regular who has gone quiet
A high-value customer who bought like clockwork every month, until she did not. She is well past her usual rhythm, so cadence-lapse fires. The model catches her as At-Risk before she drops out of the active base, and routes her to win-back rather than treating her as a healthy Champion.
- ✓Re-engage before she lapses out of the active window
- ✓Rebuild her cadence, not just a one-off return
- ✓Protect a genuinely high-value relationship
- ✓Re-tier her accurately once she is back
Cadence-lapse fires
Elena usually buys every month. She is now well beyond that, so lapse_risk flips to at-risk. Because her prior value was high, the tree routes her to At-Risk ahead of any value state.
At-Risk · retention-first
A gentle, timely nudge
No guilt, no hard sell, just a reason to come back, timed to something she would care about. Push first because it is the lowest-friction way back in.
Your favourites are back in stock
It has been a little while, Elena. The pieces you loved are back, and your basket is right where you left it.
A warmer reason to return
If the nudge does not land, an email gives a fuller reason to come back and a one-tap path to reorder her usual.
We have kept your basket safe
Data models, made tangible · illustrative for demonstration · Fuse Growth Studio
A small reason to act now
For a high-value customer worth recovering, a modest, time-bound incentive tips the decision. SMS because it is direct.
10 percent off, just for you
Fuse: Elena, here is 10 percent off your next order this week. Reorder your usual: link. Reply STOP to opt out.
Welcome back, and stay
Elena buys again. She moves to Reactivated and the goal shifts from return to rebuild the habit. A prompt to set a subscription locks the cadence back in.
Good to have you back, Elena
Great to see you. Want your essentials to arrive automatically? Set up a subscription and never think about it again.