We help consumer businesses earn more profit from the customers they already have.
Most marketing budgets go on finding new customers. We work on the ones you have already paid for: which are slipping away, what they are worth, and what it makes sense to spend to bring them back. E-commerce first. Retail and hospitality too.
What is one more order worth?
Type in your own numbers. The arithmetic updates as you go.
$31,875
7,500 customers have bought once. If 5% of them ordered again, that is the revenue above. If every one of them did, it would be $637,500.
Revenue, before margin and discounts. This is arithmetic on your own figures, not a forecast or a promise.
Customers who go quiet haven't left. They haven't been asked.
Acquisition is exciting. New customers, rising charts, something to share on LinkedIn. Retention is the quieter job of making sure the second order happens, and for most businesses it is where the profit is hiding.
Someone who has already bought from you knows your product, trusts you enough to pay, and is usually cheaper to reach than a stranger. Yet when budgets get set, the money goes to finding more people, and keeping them gets filed under later.
The reason is more psychological than commercial. A new customer is visible. A customer who didn't come back is an absence, and absences don't show up on dashboards. So we put a dollar figure on the absence.
Five places the profit leaks out
Every business is different. These are the five we check first.
Customers you never email again
People who bought once, then heard nothing. The list is there. The conversation isn't.
Carts left behind
Shoppers who started to buy and were never followed up, or got one generic reminder and nothing more.
One order and done
Customers who bought once and were never given a reason, or the right timing, for a second order.
Not knowing who your customers are
An address and an order, but little on what they like, when they buy or why they chose you. So every message goes to everyone.
Every message looks the same
The same template and the same 10% off. Customers stop noticing, and you give margin away to people who would have paid full price.
Stores and venues have a sixth: customer details that never get captured at the till or the booking, so there is nobody to bring back.
Who we work with
We lead with e-commerce, where our experience runs deepest, and work with retail and hospitality groups that sell in stores and online.
E-commerce brands
Strong product, no marketing team. The founder is doing the marketing alone, results swing from month to month and the business leans on paid ads. We set up the foundations and a clear 90-day plan, then keep it running.
Retail and hospitality
Customer data split between stores and online. Discounts and rewards that give away margin. No structured way to bring people back. We join up the data and make repeat visits pay for themselves.
Fractional CMO
Senior marketing leadership one or two days a week, for businesses that spend on marketing but have nobody senior steering it.
One path, four steps
Start at whichever step fits. The Deep Audit and the Profit Opportunity Review are credited against the work that follows.
- 1
Diagnose
Start free with the Profit Leak Detector. Go deeper with the Deep Audit on your own order data, then a full Profit Opportunity Review.
Free, then $495
- 2
Transform
A fixed-scope build. Retention flows, win-back and repeat-visit journeys, and your store and online data connected.
Fixed price, set after the diagnostic
- 3
Optimise
A retention partnership. Monthly campaigns, testing, and a one-page report in dollars.
Monthly, three-month minimum
- 4
Lead
Fractional CMO. Broader marketing leadership, one or two days a week.
From $5,000 a month
How we know it worked
Retention work gets claimed by every channel, so we are strict about measurement.
- We record your starting figures in week one of every engagement.
- Where it is practical, we hold back a random 10% of customers from the new emails and compare. The gap is what the work produced, rather than what would have happened anyway.
- Results are reported in dollars, adjusted for margin and discount cost. Not opens, clicks or impressions.
- Every dollar figure shows the assumption behind it, so you can challenge it.
Run by someone who does the later part first.
I'm Toby Dames. I spent more than 15 years in performance marketing, building campaigns and scaling budgets for brands across Australia. I kept seeing the same pattern: the money went into winning new customers, and retention was something we would get to later. Later rarely came.
The Loyalty Studio is where I do that part first.
See what is slipping away.
Run the Profit Leak Detector in a couple of minutes, or book 30 minutes and we will look at your numbers together.