Definition
A replenishment flow triggers based on when a customer is expected to be running low on a consumable product, reminding them to reorder in time.
Also called: Replenishment flow, Reorder flow, ReplenishmentFollow up based on the customer's purchase pattern.
Last purchase
Identify product, date and previous purchase pattern.
Expected need
Assess when the product is typically repurchased or follow-up is appropriate.
Updated status
A new purchase changes the need. Check customer status before messaging.
01Identify product, date and previous purchase pattern.
The right timing makes the repurchase easy
For consumables (cosmetics, supplements, coffee, skincare), timing is everything. The replenishment flow calculates when the customer is about to run out based on the product's typical usage, and reaches them just before. The reorder becomes an easy yes instead of something the customer has to remember on their own.
The effect is direct on purchase frequency and therefore CLTV: a customer who reorders regularly is worth far more than one who buys once. For the right products, it's the second-strongest lever after an actual subscription.
Frequently asked questions
Which brands is a replenishment flow right for?
Brands that sell consumables with a reasonably predictable usage pattern: supplements, cosmetics, coffee, skincare. The timing is based on how long a product typically lasts, so the repurchase lands just before the customer runs out.
What's the difference between replenishment and subscription?
Replenishment reminds the customer to reorder actively; a subscription ships automatically. Replenishment is a softer mechanic that lifts frequency without commitment, often a good step on the way to subscription.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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