LB Post-Purchase Flow Architecture v2

LIVE BEARDED - Post-Purchase Flow Architecture

Dual Track: Engage + Sell in Parallel -- Replenishment Loop Underneath

Trigger

Customer Places Order

Phase 1 -- Dual Track: Days 0-14 (Strike While Hot)

Relationship Track

Build trust + brand love

Day 0

Order Confirmed + What to Expect

Shipping, how to use, what's coming next

Transactional

Day 3

Welcome to the Brotherhood

Founder story, why LB exists, community

Trust

Day 7

How to Use What You Bought

3-step system tutorial for their products

Education

Day 11

Transformation Spotlight

Real customer before/after + story

Trust

Day 14

Brotherhood Community Invite

FB group, content, engagement hook

Trust

Running in parallel

Product Track

Cross-sell + upsell while they're hot

Day 1

Complete Your [Scent] Routine

Scent-matched body care cross-sell

Cross-Sell

Day 4

Upgrade to the Full System

Oil buyer --> 3-step kit upsell

Upsell

Day 8

"Most Guys Pair This With..."

Social proof cross-sell (body wash, bar soap)

Cross-Sell

Day 12

Scent Stack Bundle Offer

Matched scent body care kit -- 15% off

Cross-Sell

SMS Day 2 + Day 9

SMS

Day 2: "Your [scent] routine" + Day 9: Bundle nudge

Short, urgent, direct link to scent-matched products

SMS

Klaviyo Split -- Day 14

What category did they buy?

+ Did they convert on Phase 1 cross-sell?

Phase 2 -- Category Branches: Days 14-30

🧴

Body Care

Beard-only buyers (PRIMARY)

Why Body Care Matters

Education -- not just face, full body

Bar Soap Deep Dive

#1 seller, scent-matched

Customer Routine Spotlight

"What I stack with my beard oil"

Body Care Starter Kit

Scent-matched bundle -- CTA

📈

Beard Growth

Engaged beard buyers

"Want a Thicker Beard?"

Growth science education

Beard Boost Vitamins

Internal + external approach

Activator + Derma Roller

Complete growth stack

Growth System Bundle

All 3 products -- CTA

👕

Apparel

2+ categories, high engagement

Rep the Brotherhood

Identity play -- you're in the tribe

Best-Seller Spotlight

Top tee or flannel drop

Grooming + Gear Bundle

Apparel + product combo

🔄

Subscribe & Save

Already cross-sold / repeat buyers

Never Run Out Again

15-20% off, bi-monthly default

How Subscribers Save

Real savings math + flexibility

Lock In Your Routine

Final CTA -- one-click subscribe

Always Running -- Replenishment Loop (Parallel to Everything)

Beard Care Replenishment Engine

Runs independently underneath both phases. Protects your base revenue. Triggered by product usage cycle, not flow timing.

Day 25-30

"Running Low?"

One-click reorder for their exact products + scent. No friction.

Day 35-40

"Don't Break the Streak"

Social proof on consistency. Before/after of daily use.

Day 45

"Never Run Out Again"

Subscribe & save pitch. 15-20% off auto-ship.

Day 50+

Reorder or Win-Back

If no reorder: "We saved your [scent]" urgency email.

↻ Loops every 45-60 days per customer -- bi-monthly is the highest-LTV cadence ($561 avg)

Email Priority Hierarchy (When Sends Conflict)

Replenish

Protect the base

Cross-Sell

Next category

Upsell

Bigger within category

Lock in repeat

What Changed from V1

Cross-sell starts Day 1, not Day 28 -- strike while the buying high is real
Relationship + Product run as dual parallel tracks, not sequential phases
Replenishment loop added -- protects base revenue, runs underneath everything
Category branches kick in at Day 14 instead of Day 30
SMS integrated into product track (Day 2 + Day 9)
Upsell within beard care added (oil buyer --> full 3-step kit)
Priority hierarchy defined for when email sends conflict

Target Outcomes

$200 > $469

LTV lift: 1 category to 2

235K

Core-only buyers to activate

45-60 days

Replenish cycle (highest LTV)

$9.6M

Incremental if 10% cross-sell

Transactional

Trust / Replenish

Education

Cross-Sell

Upsell

SMS