Liam
Signed up, has not made a first purchase
Registered but never purchased, a Prospect, off the standard grid because there is no RFM history yet. The entire job is the first purchase: a well-timed, low-friction Day-0 activation. This cohort is the difference between a registration and a customer.
- ✓Convert the very first purchase, a Day-0 activation
- ✓Recommend the best first product
- ✓Remove every gram of friction from purchase one
- ✓Hand him cleanly to onboarding once he buys
Registered, never purchased
Liam has an account but no purchase events, so he has no RFM score. The model flags him as a Prospect and routes him to the Day-0 activation programme, the single most valuable thing to fix.
Prospect · pre-purchase
Welcome plus the best first product
Immediately after registration, a welcome shows the single most compelling reason to buy right now, a best-seller with a clear path to checkout.
Welcome, Liam, your first order is a tap away
Data models, made tangible · illustrative for demonstration · Fuse Growth Studio
Remove the last bit of friction
If he has not bought, a small first-order incentive plus free delivery removes the hesitation that stalls first purchases.
10 percent off your first order
Liam, here is 10 percent off and free delivery on your first order. Two taps and it is yours.
First purchase, now a real customer
Liam buys for the first time. He gets an RFM score, leaves the Prospect cohort, and enters the New / Onboarding journey to build a second purchase and a habit.
You are in, thanks for your first order
That is your first order done, Liam. It is on its way. Fancy making us a regular?