Rationale
Establish the pain point every DTC supplement brand feels. The funnel quantifies the drop-off so it is viscerally real, not abstract. Three failure cards name the root causes.
Talking Points
- The supplement industry has a massive post-purchase problem: 82% of customers never reorder.
- Between purchase and reorder there is complete silence -- no engagement layer, no adherence data, no consumption signal.
- Brands rely on a 30-day email timer that treats a daily user the same as someone whose bottle is still sealed.
- This is a trillion-dollar category with 18th-century retention mechanics.
Anticipated QA
- Q: Where does the 18% reorder figure come from?
A: Industry benchmarks for DTC supplement 90-day reorder rates (Recharge, ARPU, and published Shopify merchant data). The exact rate varies by category, but the range is consistently 15-22%.
- Q: Don't subscription models solve this?
A: Subscriptions help, but subscription churn in supplements averages 12-15% monthly. The root issue is that customers stop taking the product -- subscriptions do not address adherence.
Sources
- Recharge 2024 State of Subscriptions report
- Shopify merchant benchmarks (DTC supplements vertical)
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