Part 1 - Second Purchase Secrets

The key to fixing your first purchase journey? An integrated loyalty program that rewards customers from the moment they create an account on your Shopify store.

You don’t need to sell the program – just show them the value they’ve already unlocked.

Here’s how to get your first purchase right:

STEP 1: Auto-enroll customers in your loyalty program

When your customer creates an account on your Shopify store, they are auto-enrolled in your loyalty program — no friction, no extra forms, just value.
STEP 2: Incentivize account creation with points

Reward enough points for creating a store account that they’re halfway towards their first reward.
STEP 3: Give enough points for a reward after the first purchase

Combine sign-up points with first purchase points to hit the reward threshold — ready to redeem on their second purchase.

Successful first-purchase journeys

Every customer earns points
Oh Polly automatically enrolls shoppers into its loyalty program, making every purchase point-worthy. The brand added 700,000+ new members in just 12 months.
A reward just for signing up
Lace Laboratory turns sign-up into a retention driver. New members complete a short survey to join — unlocking a second-purchase voucher and giving the brand valuable customer insights.
The first purchase unlocks a reward
Glow Recipe’s viral products make first-time retention essential. To encourage repeat purchases, new members receive a gift of coveted samples — claimable only on their second order.

SECRET TWO

Win back guest shoppers with post-purchase points

Up to 60% of customers check out as guests — but that doesn’t mean they’re lost forever.

Use post-purchase emails to win them back with a simple, value-packed invitation.

LoyaltyLion tracks guest checkouts — so you can still award points after the purchase
With Klaviyo, trigger a follow-up email inviting guest shoppers to create an account and unlock their points
Surprise with a reward they’ve already earned — ready to claim on their next purchase

Second Purchase Playbook Final Assets Envelope

SECRET THREE

Give enough points to unlock a reward after the first purchase

The first reward should feel exciting and valuable enough to spark action, but smartly designed to protect your margins.

Instead of a blanket discount, go for a targeted reward that’s directly tied to their next purchase — a reward that feels too good to ignore while keeping your bottom line strong.

First rewards that work

attach_money
$5 off
A small but powerful incentive that makes the next purchase feel like a no-brainer.
local_shipping
Free shipping
Remove friction and give customers a reason to check out again.
featured_seasonal_and_gifts
Free products
Give customers a choice of samples or branded items with high perceived value, low cost, and easy fulfillment.

How do customers who already have a store account join the loyalty program?: Customers with an existing store account are automatically enrolled in your loyalty program. They can access their loyalty account the next time they log in.

This seamless integration ensures they can start earning and redeeming rewards right away without taking any extra steps.
How important is the points strategy in encouraging second purchases?: Your points strategy is one of the most powerful tools for driving that crucial second purchase.

By awarding points for a first-time order and highlighting the rewards those points unlock, you’re giving customers a compelling reason to return.

Crucially, a smart points strategy doesn’t just reward spending. It also encourages behaviors that build long-term engagement between purchases. Points for account creation, social follows, and reviews all contribute to an engaged community of loyal customers.
How long do guest shoppers have to claim their points after purchase?: By default, guest shoppers have 30 days to create an account and claim their points.

If they register within this window, the points from their purchase are automatically added to their loyalty profile.

While a shorter timeframe creates urgency, you can adjust this timeframe based on your data.
What messaging works best to encourage a second purchase?: Your loyalty program gives you the insights you need to personalize messages from the very first interaction.

Use your customer’s first name and highlight how many points they’ve earned and what rewards are now available to them. This kind of tailored messaging not only shows the tangible value they’ve gained — it also helps them feel recognized and appreciated.

When customers feel seen, they’re more likely to return, redeem rewards, and deepen their relationship with your brand.

Part 1 of our expert secrets to unlocking the second purchase

Discover the proven retention strategies used by top brands

Turn your customers into loyalty members automatically

Successful first-purchase journeys

Every customer earns points

A reward just for signing up

The first purchase unlocks a reward

Win back guest shoppers with post-purchase points

How brands win back guests

Give enough points to unlock a reward after the first purchase

First rewards that work

$5 off

Free shipping

Free products

Brands implementing this strategy

Second Purchase Secrets FAQs

Winning the second purchase – Part 2

Real results from brands using LoyaltyLion

Ready to optimize your first purchase journey for long term retention?