DTC: Why retention is the new acquisition


Kristen LaFrance - Shopify

Kristen LaFrance

Head of Resilient Retail, Shopify

Angus Knights, Solutions Consultant, parcelLab

Angus Knights

Solutions Consultant, parcelLab


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44% of retailers primarily focus on customer acquisition and only 18% prioritize customer retention.

Acquiring a new customer can be 25 times more expensive than retaining an existing one.

Increasing customer retention rates by 5% could result in a 25% increase in profits!



We all know why customer retention is crucial for your brand’s success. It’s the “how” that is the hardest part of it! Kristen LaFrance, Head of Resilient Retail at Shopify, will join us to answer this question and give you hands-on tips to achieve a successful retention model.

Kristen LaFrance is Head of Resilient Retail at Shopify, the Mayor of DTC Twitter, lead of all things retention and growth-related at Churn Buster, host for the Playing for Keeps and eComm Noms podcasts, and has a love (read: obsession) for all things eCommerce.

Here’s exactly what you’ll learn:

What you can do right now to take customer retention
to the next level

Why focusing on
customer retention will put you ahead of competition

How to optimize your post-purchase communication to improve customer loyalty

Watch on demand:

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