The business model applied to frequent purchase brands is founded upon the product being easily built into a customer's daily ritual.
The success of a daily ritual brand depends on the retention and loyalty strategy.
The homepage and ads both focus on emotional storytelling, the gradual transformation and easy beneficial habit building.
The brands needs to offer repeat purchase incentives and demonstrate a sense of galvanised community and inspiration.
Objective: Turn first-time buyers into loyal customers quickly. Drive repeat purchase.
Examples: skincare, cacao and other wellness products.
Essence: The product is woven into everyday rituals, bought frequently, used often and trusted deeply.
Strengths: Incredible product that creates loyal customers, predictable repeat purchase and strong community potential. High profit margin product. Straightforward to scale.
Risks: Trust is fragile. Slip on quality, service, or story and the repeat cycle breaks.
Design feel: Welcoming, specific, honest, familiar, fits in to your day easily.