Depend Repeat Service
A full funnel CDP approach
Depend is not available in stores. Everything happens online – with a target group that is quick to doubt, prefers certainty, and is not always digitally savvy. As a result, people easily get lost in a drugstore or well-known competitors with larger budgets. With limited resources, the customer journey itself must do the work: clear, calm, and without noise.
The Challenge
Low visibility, high barriers
Without store shelves, Depend lacks the physical safety net that other brands do have. People searching online quickly opt for trusted names such as TENA or Always Discreet. The target group is people aged 55+, or someone who orders for them, and they are more likely to drop out if the steps are unclear. Doubt leads directly to missed first orders and low repeat value. With a small budget, every step must therefore be right.
Strategy
One funnel that guides purchases and encourages repeat business
The core of the strategy is a full-funnel approach that offers peace of mind, guidance, and encourages repeat behavior. Spotler Activate (CDP) and Deployteq (CRM) connect behavior, advice, and purchases in a single profile. This makes the website and email feel like a single conversation, tailored to the visitor's situation.
We work with three segments (new, returning, regular) and guide each one toward a clear next step. The Flirt-Build-Keep model provides the structure:
- Flirt: the first introduction and the first order, without any hassle.
- Build: provide guidance with explanations and data to strengthen the relationship.
- Keep: make repetition easy and logical with the repeat service.
Technology used
Combines behavior, advice, and purchases into a single 360° profile. As a result, the website and email always display the same personalized advice, which provides peace of mind and clarity.
Sends all email flows: onboarding, explanations, and reminders. The timing is automatically determined based on behavior and profile, so that every email feels logical and helps with the next step.
The webshop forms the basis for the personal experience. The Subscriptions module makes the repeat service easy: pause, adjust, and order without hassle.
Implementation
Flirt – Build – Keep in practice
Flirt
Making the first encounter clear and safe
We built discrete landing pages and a selection tool that directs visitors straight to the right product. The website then automatically adapts with advice and relevant products. Abandoned flows are followed up with a calm, helpful tone. This makes the first step feel familiar and clear.
Build
Support after the first order
Clear onboarding with tips from the nurse increases trust and satisfaction. The first shipping box contains a flyer with a QR code for quick access to the repeat service. A/B testing continuously refines flows and content make it easier to place a second order.
Keep
Make repetition easy and logical
The repeat service is the default option: 20% discount, always enough in stock, and easy to pause or adjust. Recommendations on the site and in emails are tailored to the profile and previous purchases. This makes repeating purchases predictable and accessible.
Media
Channels that feed the funnel
SEA captures direct demand and keeps visibility stable. Meta focuses on the 55+ age group for visibility and retargeting. DPG temporarily strengthens authority with guaranteed traffic. Media deployment supports the funnel, but the journey the work.
Continuous optimization
Webshop, marketing, and customer service work in a single backlog. We translate insights from customer contact directly into improvements in UX, copy, and flows. We continuously test timing, content, and sequence so that the journey aligns with how this target group chooses and repeats.
Results
A customer journey that converts and retains
A funnel that performs better
Conversion increased by +29% and the average order value grew by +11%. The selection tool resulted in almost five times as many orders among users.
More relevant traffic and fewer dropouts
Personalization made sessions noticeably more valuable, with over 30% longer engagement. The advice line clearly better matched the needs of the target group.
Repeat service as a stable growth engine
With a net growth of +117 active subscribers and 48% of revenue coming from renewals, value becomes predictable—customers not only return, they stay.
Faster route to repeat
Repeat orders now arrived after 18 days instead of 60. Onboarding, explanations, and a QR flyer shorten the route back to Depend.nl.
High customer satisfaction
With a Trustpilot score of 4.6/5, customers particularly appreciate discretion, clear guidance, and friendly service.
If you would like to discuss ideas, I would be interested in talking to you. We have completed many projects. It would be great to share our experiences and find out what we can do for you!
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