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Viking

Waffles

Retention

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Viking Waffles Case Study
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Viking Waffles
Customer Retention

This case study demonstrates how a comprehensive retention strategy combining lifecycle messaging, loyalty programs, and referral systems can transform one-time buyers into loyal advocates, delivering a 35% increase in repeat purchases and 30% revenue growth.

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Client

Viking Waffles

Norwegian-inspired DTC food company

Services Used

Customer Retention Strategy

Lifecycle Email/SMS Flows

Loyalty Program Design

Referral System Implementation

Timeline

6-Month Campaign

Ongoing retention focus

The Challenge

Viking Waffles faced a critical challenge: customers were largely first-time buyers with low repeat purchase rates, significantly limiting customer lifetime value (LTV).

The brand lacked a systematic nurture strategy beyond initial sales, and cart abandonment remained high. Without a structured retention approach, the business was missing opportunities to build long-term customer relationships and maximize revenue potential.

The Strategy

We conducted a comprehensive retention-focused sales funnel overhaul, mapping the complete customer journey from first touch through purchase and loyalty phases.

The strategy included building sophisticated lifecycle email/SMS flows (welcome, education, upsell, and win-back campaigns), launching the "Waffle Perks" loyalty program with tiered rewards and gamification, and implementing a referral program that encouraged brand advocacy through packaging and digital receipts.

Each touchpoint was designed to reinforce the brand's community-driven mission while driving measurable business outcomes.

Viking Waffles Retention Campaign
Waffle Perks Loyalty Program
Comprehensive retention strategy with lifecycle messaging
Viking Waffles Results

35% Repeat

Purchase Increase

0
Repeat Purchase Rate
0
Average Order Value
0
Customer Churn Reduction
0
Net Revenue Growth

Key Takeaways

This case study demonstrates how a structured retention strategy—combining lifecycle messaging, rewards, and referrals—can transform one-time buyers into loyal advocates. For Viking Waffles, focusing on retention not only boosted revenue but also reinforced the brand's community-driven mission.

Lifetime Value Focus

The success of this campaign shows that investing in customer retention can deliver substantial returns. By implementing systematic nurture strategies and loyalty programs, businesses can significantly increase customer lifetime value and build sustainable growth.

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Funnel Audit Sample – Viking Waffles

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Funnel Map

Awareness → Lead Capture → Nurture → Conversion → Retention
1. Awareness

Social media (Instagram/TikTok), influencer collaborations, press features. Viking Waffles leverages community content and Norwegian wellness messaging.

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2. Lead Capture

Website pop-ups offering discounts; landing pages with recipe downloads; exit-intent pop-ups capturing email/SMS.

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3. Nurture

Welcome email series; educational content on protein benefits; recipes featuring waffles and Viking Butter.

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4. Conversion

E-commerce checkout (Shopify); single-product and bundle offers; urgency via limited-time discounts.

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5. Retention

Loyalty program ("Waffle Perks" gives 5 points per dollar); referral program; UGC reposting; proactive win-back emails.

Weak Points Identified

❌ High Cart Abandonment

64% of carts were abandoned without recovery emails.

❌ Weak Nurture Flows

Welcome series open rates averaged 12%, indicating poor engagement.

❌ Limited Segmentation

Emails treated all customers the same, missing opportunities to tailor by behavior or product preferences.

❌ No Referral Program

Heavy reliance on organic social meant missed word-of-mouth opportunities.

❌ Loyalty Program Under-Promoted

"Waffle Perks" existed but lacked clear CTAs in email and onsite.

Recommendations

🚀 Quick Wins
  • Cart Recovery Emails: Trigger series within 1 hour and 24 hours; include social proof and discount codes.
  • Welcome Sequence Refresh: Shorten to 3 emails focused on brand story, benefits (high-protein, low carb) and CTA to join Waffle Perks.
  • Referral Program Launch: Offer 15% off for both referrer and friend; promote via packaging and email footer.
📅 30/60/90 Day Roadmap
30 Days
  • Audit and segment customer data (first-time vs. repeat; product flavors)
  • Deploy new cart recovery and welcome flows
  • Highlight Waffle Perks on checkout page and thank-you emails
60 Days
  • Roll out referral program and track first month's referrals
  • Introduce limited-edition bundle offers; cross-sell protein spreads and cookie dough
  • Send educational "Nordic wellness" newsletter featuring founder's story
90 Days
  • Analyze LTV by segment; implement VIP tier within Waffle Perks
  • Launch quarterly survey to gather feedback on new products and social content
  • Test churn-prediction model; send proactive win-back incentives to at-risk customers

Retention Playbook Framework

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Retention Playbook Framework

Our Retention Playbook Framework is a proven system for turning one-time buyers into loyal, repeat customers. It's built on three pillars that ensure every customer has a clear journey from discovery to advocacy.

Onboarding Excellence

Engage new buyers early with welcome sequences and education.

Loyalty Loop

Build repeat purchases through rewards and referral incentives.

Proactive Win-Backs

Recover at-risk customers with timely, personalized offers.

Visual Framework

🔍
Discover
→
💬
Engage
→
💰
Buy
→
🎁
Reward
→
📢
Refer
↻
Continuous Retention Loop

Retention is revenue. Let's optimize your funnel—starting today.

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