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  • Shopify
  • Discount Strategy
  • Customer Retention
  • Ecommerce Growth
  • Discount Spark

The Two-Purchase Rule: A Welcome Discount Strategy to Turn New Buyers into Repeat Customers

A simple, actionable playbook for converting first-time buyers into loyal customers using a two-use welcome discount with a 60-day window—plus how Discount Spark automates it inside Shopify.

Most stores celebrate the first sale.
But the real milestone is the second one.

Only a fraction of first-time buyers come back on their own. When they do, the chance of future orders jumps, and their average spend grows. So the fastest path to higher lifetime value is simple: get the second order, fast.

The Two-Purchase Rule (in one minute)

Create a welcome discount that can be used twice within 60 days.

  • Use #1: nudges the first purchase.
  • Use #2: turns a new buyer into a repeat customer.
  • 60 days: enough time to be convenient, short enough to keep momentum.

This is a small change that compounds. You’re not giving away more—you’re aiming the same incentive at the behavior that matters most.

  • Code name: WELCOME60
  • Value: 10–15% off (fit to margin)
  • Per-customer limit: 2 uses
  • Expiry / window: 60 days from first redemption
  • Eligible products: bestsellers + easy add-ons
  • Stacking: off (keep it clean)

Tip: If your average time-to-reorder is longer (e.g., supplements at 45–60 days), keep the 60-day window. If you sell faster-moving goods, test 45 days.

Why it works

  1. Habit over hype
    The second purchase builds a routine. Two redemptions close together make your brand the “default.”

  2. Urgency without pressure
    A real window (60 days) creates natural urgency without feeling pushy.

  3. Fair, not “forever”
    Two controlled uses feel generous but intentional. Customers get value; you keep your margins.

  4. Cleaner attribution
    You can measure lift on repeat order rate, time-to-second-order, and revenue from welcome flows—without muddy signals from unlimited codes.

How to run it inside Shopify (without headaches)

Shopify’s default discount rules are rigid: “once per customer” or “unlimited.”
That doesn’t support the two-purchase rule out of the box.

Use Discount Spark to add the missing controls:

  • Set per-customer usage limits (e.g., 2 uses).
  • Add a time window (e.g., 60 days) tied to first use.
  • Enforce rules at checkout—no manual tracking.
  • See per-code and per-customer usage in Shopify Admin.

Install Discount Spark: https://apps.shopify.com/discount-spark

Messaging that converts (copy you can paste)

On the Thank-You page (post-purchase #1):

Thanks for your order! Your welcome code is active twice in the next 60 days. Use it again on your next order.

In the order confirmation email:

Your welcome code is still good one more time in the next 60 days. Add a refill or try a bestseller.

Reminder email at Day 30–35:

Quick reminder: your welcome code has 1 use left. It expires in ~25 days. Need suggestions?

Final reminder at Day 52–55:

Last call—your welcome code ends in 5–8 days. Grab a refill or bundle and save one more time.

Simple flows (plug-and-play)

Flow A: Email only (baseline)

  1. Order confirmation includes “2 uses in 60 days.”
  2. Day 30 reminder with 2–3 recommended products.
  3. Day 55 last-chance reminder.

Flow B: Email + SMS (stronger nudge)

  • Same as Flow A, plus a single SMS at Day 52 (“1 use left—expires in X days.”)

Flow C: Welcome-to-Reorder (for consumables)

  • Tie product life cycle to reminders (e.g., 30-day supply → Day 25 tip + Day 35 reminder).

Guardrails so you protect margin

  • Cap the value: Start at 10–15% unless your unit economics allow more.
  • Exclude low-margin SKUs: Keep the offer on high-contribution items or bundles.
  • No stacking: Block stacking with other promos.
  • Watch AOV: Pair reminders with bundles or frequently-bought-together items.
  • Turn it off during site-wide sales: Or lower the value during BFCM to avoid over-discounting.

What to track (and what “good” looks like)

  • Repeat Purchase Rate (RPR) for new buyers within 60 days

    • Target lift: +20–40% vs. your baseline.

  • Time-to-Second-Order

    • Goal: move the median closer to 30–40 days.

  • AOV on the second order

    • Look for flat or higher than first order (bundle suggestions help).

  • Welcome code revenue share

    • The two-use code should grow its share of new-buyer revenue over time.

If RPR lift stalls, try: shorter window (45 days), category-specific reminders, or a one-time free-shipping option on the second use.

Advanced variations (once the baseline works)

  • Tiered welcome: 10% on first order, 15% on second (still within 60 days).
  • Bundle nudge: Second-use reminder features 2–3 prebuilt bundles.
  • Category pivot: Recommend a complementary category for order #2 (e.g., skincare → sunscreen).
  • Punch-card feel: For loyalty positioning, call it “2 punches in 60 days.”

Quick start checklist

  • Create WELCOME60 at 10–15% off.
  • Limit to 2 uses per customer.
  • Set a 60-day window from first redemption.
  • Add clear Thank-You and email copy.
  • Schedule Day 30 and Day 55 reminders.
  • Track RPR, time-to-second-order, and AOV.
  • Adjust value, window, or product targeting based on results.

Bottom line

The second purchase is where loyalty starts.
A two-use, 60-day welcome discount is a small lever with outsized impact. It is clear, fair, and easy to explain to customers.

Use Discount Spark to make it automatic and abuse-proof inside Shopify:
https://apps.shopify.com/discount-spark

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