How the reactivation and second purchase objectives work?
Objective Definitions
Second Purchase: Targeting one-time buyers at the statistically optimal moment to trigger their second purchase and convert them into loyal customers.
Reactivation: Targeting customers who have entered the "churn zone" (inactivity beyond the churn threshold) but still show a viable probability of returning.
Time Windows
The model operates using two temporal thresholds, which are dynamic and calculated by industry/category:
Second Purchase Threshold: The "standard" timeframe for a second purchase, calculated per account.
Reactivation Threshold: The duration of inactivity after which natural customer reactivation becomes highly unlikely (calculated per account).
Window Breakdown:
Objective | Window Start | Window End |
Second Purchase | From the Second Purchase Threshold | Until the Reactivation Threshold |
Reactivation | From the Reactivation Threshold | Until complete inactivity |
Eligibility Rules
The logic determining which objective a customer enters is straightforward:
A. One-Time Buyers
They enter the Second Purchase objective once they exceed the calculated second purchase threshold, up until the churn threshold.
They transition to the Reactivation objective once they pass the churn threshold.
B. Repeat Buyers (Multiple Purchases)
Second Purchase: Never eligible (by definition, they have already made a second purchase).
Reactivation: They enter this use case as soon as they exceed the renewal threshold timeframe without making a purchase.
Before the Reactivation Threshold: They are not assigned to a "Reactivation" objective; they are addressed via generic propensity scores (e.g., "Customers most likely to buy").
Quick Examples
A customer has made one purchase and the "natural" period for a second purchase has elapsed:
Status: Second Purchase (until the churn threshold).
A customer (whether they have made one or several purchases) has now exceeded the reactivation threshold:
Status: Reactivation.
Implications for Strategy & Activation
Second Purchase: "Accelerate repeat buyer conversion" (Loyalty Kickoff).
Reactivation: "Reduce customer loss and recover revenue" (Winback / Post-churn-delay reactivation).