For D2C brands on Shopify, building a mobile app with Superfan isn’t just about sales, it’s about turning casual buyers into loyal customers. Every sale counts, but understanding who is new and who keeps coming back is the key to sustainable growth.
Tracking first-time vs. repeat buyers isn’t just a metric it’s a roadmap. It helps you personalize campaigns, increase engagement, and boost revenue. Here’s how top brands do it.
Segmentation is the first step to targeting effectively.
First-Time Buyers: Users who have made their first purchase but haven’t yet returned.
Repeat Buyers: Customers who have purchased more than once, ideally with a clear pattern of engagement.
Practical Tip: Superfan and Shopify allow you to automatically tag users as first-time or repeat buyers. This enables tailored campaigns without manual effort.
Why it matters: Treating these groups differently allows you to focus on retention for new users while rewarding loyalty for repeat buyers.
Metrics are your compass. Track these key indicators for both segments:
Acquisition Source (First-Time Buyers): Identify which channels - Instagram, TikTok, email, ads are driving new customers.
Engagement Patterns (Repeat Buyers): Monitor session frequency, app activity, and time spent to understand loyalty.
Conversion Behavior: Track which campaigns lead to repeat purchases and which products encourage multiple buys.
Retention Rates: Day 7, Day 30, and Day 90 retention metrics show whether your app keeps users coming back.
Practical Tip: Use Superfan’s analytics dashboards to visualize these metrics in real time and understand how each segment behaves differently.
Once segmented and tracked, run tailored campaigns that speak directly to each group.
Welcome Campaigns: Send push notifications or emails with tutorials, first-order discounts, or recommendations.
Onboarding Sequences: Highlight app features, loyalty programs, or popular products to encourage a second purchase.
Post-Purchase Nurturing: Send follow-ups 24-48 hours after purchase to recommend complementary products or offer feedback requests.
VIP Rewards: Offer exclusive discounts, early access to drops, or app-only perks.
Behavior-Based Triggers: Notify customers when products they’ve purchased before are restocked or related items are available.
Re-Engagement Campaigns: Identify dormant repeat buyers and incentivize them to return with personalized offers.
Practical Tip: Integrating with Klaviyo or Firebase or WebEngage lets you automate these campaigns with push notifications, so the right message reaches the right user at the right time without constant manual effort.
Tracking and segmentation are not one-time tasks. Monitor results and refine campaigns:
Test messaging, timing, and personalization for both segments.
Compare conversion rates between first-time and repeat buyers.
Identify trends in product purchases and adjust offers or content accordingly.
Watch opt-out or churn rates to ensure campaigns aren’t overwhelming users.
Practical Tip: Even small improvements like increasing repeat purchase rates by 5-10% can have a huge impact on overall revenue.
Segmenting, tracking, and running tailored campaigns for first-time and repeat buyers transforms data into growth:
First-time buyers become loyal customers
Repeat buyers spend more and engage more deeply
Marketing spend becomes more efficient and ROI-focused
Your Shopify store becomes a hub for long-term customer relationships, not just transactions
Every first-time buyer is an opportunity, but every repeat buyer is proof your brand is doing something right. Use segmentation, track engagement, and run targeted campaigns to turn one-time sales into lasting growth.
