Second Order Case study: Save a Playa

Retention marketing platform

Second Order reads every order in your store, shows who buys again and when, and turns the ones who didn’t into a daily win-back list for SMS and email. At Save a Playa, 19.9% of customers buy again, above the 16.6% of its category, and repeat orders bring in 35.9% of revenue against an industry 19.6%.

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The challenge 16.6%

is the share of deodorant customers who ever order again. Across beauty it is 23%, across e-commerce 18.8%, where repeat buyers bring in only 19.6% of revenue.

Sources: Metrilo, Ecommerce benchmarks for beauty brands (small and mid-sized DTC beauty brands, Europe and the US) and BS&Co, Repeat Purchase Rate Benchmarks, February 2026 (156,110 customers across DTC brands, 365-day window).

Beat the industry’s repeat rate, and not by a little.

The first order barely covers what it cost to win. The second one, where the margin is, is left to chance because nobody is watching who is due and who has gone quiet.

Save a Playa sells a deodorant, the weakest category in beauty for repeat business. The brief to Ozone was to beat the industry on its own order data. That became Second Order: today 19.9% of its customers buy again and repeat orders bring in 35.9% of revenue, nearly double the industry share.

Results

20% above the category on repeat rate, 83% above the industry on repeat revenue.

of customers buy again 19.9%

Deodorant category: 16.6%; e-commerce: 18.8%. 8,728 of 43,941 customers.

of revenue from repeat orders 35.9%

Industry: 19.6%. Here repeat buyers are 27.3% of orders and 35.9% of the money.

What we built

Six things the platform does, from every order to the next one.

A read-only connector on your store’s orders, SMS through your messaging provider and email through SendGrid. One deployment per client, its own database, nothing shared.

Repurchase intelligence, with a forecast.

See who buys again, how long they take, and which first product leads to the most second orders. The monthly trend comes with a forecast.

Finds the customers who went quiet.

Filter by last product, inactivity (2 months to 5 years) and customer type. The most recently lapsed sit at the top, where a win-back works best.

SMS win-back through your messaging provider.

Select a batch of lapsed customers and send the text from there. Phones are normalised and every contact is logged.

Email win-back through SendGrid.

Write HTML templates with a live preview, personalised with name, last product and time since the last order. Pick a template, select customers, send.

Contact control, so nobody is worn out.

Nobody is contacted twice a month on one channel, or more than three times without buying. Both limits are visible and adjustable.

Results you can check the next week.

A stats view shows who came back, on which channel, with which message, and what they spent. Every campaign becomes a number you can read.

What it means for you

Hire the developer, and the platforms come with an open license.

In the agentic era e-commerce companies need a solution tailored to their own store to get ahead of the industry’s average metrics, not another tool with the same defaults as everyone else.

Full-time developer

$3,900/mo

160 hours a month, month to month

One senior full-stack developer, exclusively yours, on US time.

An open license to all three platforms: Second Order, Revive and ROAS Link. Source code, database schema and templates, yours to change while the seat runs.

Shaped to your store: the order connector for your CMS, your products and your repurchase cycle.

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Part-time developer

From$2,500/mo

80 hours a month, month to month

One senior full-stack developer, on your hours, on US time.

An open license to one platform of your choice, with the same terms.

The right seat for a store that wants its repeat customers found and worked before adding the rest.

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Keep it after the seat

$900a month, flat

The Second Order core with its updates, and every customization made for your store, kept running on our server or yours. Hosting and support included. No development hours; when you need them, $60 an hour. Month to month.

Not sure which platform to start from, or which seat? Book a call and we will tell you, or tell you that none applies.

Book a call

Both seats: one month minimum, paid in advance via PayPal or Payoneer, no recruiting fees, cancel any time after the first month.

Getting started

Your developer starts from a running platform, not a blank repository.

Your developer works as an extension of your team through their Slack rotation, tailoring what your store needs as it comes up. The first numbers are on screen in week one; the first win-back goes out in week two.

Week one

The read-only connector goes on your orders. By Friday you see who buys again, how long they take, and who has gone quiet.

Week two

SMS and SendGrid go live. The first win-back reaches a small batch of lapsed customers, with the contact limits on from day one.

Week three onward

The stats view shows who came back and what they spent. From there your developer builds what your store asks for.

Questions

Retention marketing, explained.

What is a retention marketing platform?

A platform that reads every order in your store, works out who buys again and when, finds the customers who lapsed, and runs the win-back campaigns to bring them back, with a log so nobody is contacted too often. Second Order is that platform, with SMS through your messaging provider and email through SendGrid. Its order connector is the only piece tied to the store, and your developer adapts it to any CMS or custom-built store. One deployment per client, its own database.

Is 19.9% a good repeat rate, and what is the industry average?

Across e-commerce, 18.8 percent of customers ever buy a second time and they bring in 19.6 percent of revenue (BS&Co, 156,110 customers, 365-day window). In beauty it is 23 percent, and 16.6 percent for deodorant brands, with 107 days between orders (Metrilo). Save a Playa, a deodorant, is at 19.9 percent repeat customers and 35.9 percent of revenue from repeat orders, measured on 18 September 2026. One store’s result, dated, not a guarantee for yours.

Is our order volume enough for this to make sense?

Every figure on this page comes from a store with 43,941 customers and a median of 101 days to the second order. The platform earns its seat by finding, every day, who is due back and who has gone quiet, and by writing to them with the limits on. With a handful of orders a day, a person can do that by hand. If your customers rarely buy twice, or you have no way to write to them, start somewhere else. If you are not sure which side you are on, book the call and we will tell you.

How do you find lapsed customers, and when is the right time to write?

A lapsed customer is one whose last order is older than your repurchase cycle. The finder filters by the product they bought last, how long they have been inactive (2 months to 5 years) and whether they were first-time or repeat buyers, most recently lapsed first. At Save a Playa the median time to a second order is 101 days and most second purchases land 3 to 6 months after the first, which is the window the campaigns target.

How does the win-back reach customers, and what stops it from over-contacting them?

Two channels, both run by a person from the platform: SMS through your messaging provider, sent to a batch of customers in one click, and HTML emails through SendGrid, personalised with the customer’s name, last product and time since their last order, up to 5,000 per run. Nobody is contacted twice in the same month on the same channel, and nobody more than three times without buying again; both limits are visible and adjustable.

How will we know it worked?

What do we need on our side, and does it have to be WooCommerce?

Three things. A store that can send an order webhook: the connector ships for WooCommerce as is, and your developer adapts it to any other CMS or custom-built store, which adds time to week one. An SMS provider account and a SendGrid account, both in your name, so the sending and the spend never pass through ours. And one person on your team who works the lapsed list and signs off each batch. The connector only reads orders and customers and writes nothing back; your data lives in a database dedicated to your store, on Railway, not shared with anyone.

Can we license Second Order without hiring a developer?

No. There is no SaaS tier and the platform is not sold on its own. The 19.9% on this page did not come from defaults. It came from a developer wiring the connector to one store’s orders, tuning the inactivity windows to its repurchase cycle, and shaping each batch from the stats. A tool with the same defaults as everyone else gets the category’s 16.6%. The seat is the shaping; the license is what the seat comes with.

Is the seat price the whole cost?

The seat is the developer’s hours: $3,900 for 160 a month, or from $2,500 for 80, month to month, no recruiting fees. The server your deployment runs on is included. Two things are not, and sit on your own accounts in your name: your SMS provider and your SendGrid account, each billed by the provider to you for what you send. Keeping them in your name means your customer data and your spend never pass through ours.

What does the open license cover, and what happens when the seat ends?

While the seat runs, you hold the source code, the database schema and the templates, and your team can change any of them. A full-time seat includes all three platforms; a part-time seat includes one of your choice. If you end the seat, you keep everything: the core of Second Order and every customization made for your store stay in your deployment, running where they are. Keeping it running is a flat $900 a month, month to month, covering the codebase with its updates, the server, and support by ticket within 24 hours. It includes no development hours; those are $60 an hour when you need them. Past about 26 hours a month the part-time seat is cheaper, and the license folds back into it.

Which platform should we start from?

In the agentic era, the industry average is the floor.

E-commerce companies need a solution tailored to their own store to get ahead of the industry’s average metrics, not another tool with the same defaults as everyone else.

Start with a part-time developer

Book a call

Part time from $2,500 a month (80 hours, one platform of your choice) or full time at $3,900 (160 hours, all three platforms), on US time, month to month, no recruiting fees.