Repeat Sales Come from a Systematic Approach to Customer Engagement, Not Promotions: Dnipro-M Case Study

One successful promotion or trigger won't secure a repeat purchase. To keep customers coming back, you need a systematic approach to customer engagement after the first order: relevant communications, personalization, and workflows that account for each customer's needs and behavior.

Let's look at how Dnipro-M built such a system, and which approaches from their experience you can adapt for your own business.

Dnipro-M has a repeat purchase rate of 81.4%, meaning eight out of ten buyers return for another purchase. No single promotion or successful trigger delivers a result like this. It's made up of five steps that work together, from collecting customer data to communicating between purchases. Below is how each one works and what you can apply in a different business.

8 out of 10 Customers Are Repeat Customers

Dnipro-M has been on the market for 15 years. The company has more than 630 stores and 130 service centers in eight European countries, more than 1,500 items in its range, and about 3.3 million visits per month to its online store.

Repeat purchases at Dnipro-M aren't accidental. Only 29.2% of customers have made one or two purchases, while 70.8% have bought three or more times. Among those who came back, 39% made 13 or more purchases. These aren't random buyers who purchased a drill once, but people who deliberately choose the brand again and again.

A result like this can't be explained by one successful campaign. Dnipro-M builds its customer communication with the omnichannel Yespo CDP, using 90% of the platform's features, including:

The platform is a tool that supports the systematic efforts of the retailer's team and a dedicated customer success manager from Yespo. Every month, the team analyzes metrics, regularly checks workflows, and tests new ideas. It's the combination of the two that delivers stable results. The retailer's approach to customer retention can be broken down into five stages:

1. Unifying Customer Data in a Single Profile

Customer data is usually stored in different systems. Until it's unified, personalization and channel choice aren't possible: a business sees orders, site visits, and responses to marketing messages separately but lacks a complete picture of the customer.

At Dnipro-M, data is unified in a single customer profile in Yespo CDP: views, search queries, and items added to the cart on the website; activity in the mobile app; order history and average order value from the CRM; and responses to Email, SMS, Viber, push notifications, and App Inbox.

Every customer action is recorded in their profile. This data becomes the foundation for the following stages of interaction. Dnipro-M is also now working on enriching customer profiles with offline data.

2. Responding to Customer Actions

Thanks to unified data, a business can respond to customer behavior in time. For example, a shopper viewed a power screwdriver and added it to the cart but didn't place an order. Yespo CDP responds to such events automatically: it reminds the customer about the viewed product and shows similar ones, brings them back to the abandoned cart, and notifies them about a price drop. Besides these basic workflows, Dnipro-M runs other important ecommerce triggers: Next Best Offer, which suggests the next relevant product based on purchase history; Regular Demand, which prompt customers to restock consumables; and others.

Behavioral trigger campaigns convert 2.5 times better than bulk campaigns. At Dnipro-M, the highest conversion comes from Next Best Offer, Abandoned Cart, and Price Drop on Similar Items. The latter workflow offers a similar item at a discount rather than the product the customer has already viewed. This precise product matching is what drives its strong performance.

Abandoned Browse ranks first by order share: in 2025, it generated 32.4% of orders. Its conversion is lower, but it fires most often.

Next come Price Drop on Similar Items (17%) and Abandoned Cart (6.9%). The same three workflows also lead in engagement: CTOR is 24.2% for Price Drop on Similar Items, 19.5% for Abandoned Cart, and 18.4% for Abandoned Browse.

An important part of Dnipro-M's communication is caring for the customer after the purchase. The retailer uses:

  1. Emails: buyers of a tool receive a user manual, safety rules, and an unobtrusive offer of protective equipment or consumables for maintenance. Almost 20% of those who read these messages click through the links. The customer sees that the brand cares about them.

  1. A loyalty program: many companies postpone launching a loyalty program because of the integration complexity, or limit communication within it to transactional messages, which have no noticeable effect. For a program to drive repeat purchases, you should at least:

3. Personalizing Offers

Product recommendations work like an experienced salesperson in an offline store, who remembers what a customer bought a year ago, sees what they're browsing now, and knows the product range well. To recreate this online, the algorithms use all available information about the customer and their behavior, as well as product data.

Yespo's recommendation algorithms are multimodal. A traditional system sees only the SKU, while a multimodal one takes into account the product's name, price, color, availability, size, description, and photo, as well as the behavior, purchases, and historical data of the specific customer.

Dnipro-M uses eight recommendation algorithms across the homepage, category pages, the cart, and product pages. It also adds recommendations to triggered emails, including Abandoned Cart reminders.

Thanks to the multimodal model, the share of total order value attributed to recommendations grew 2.4 times on the homepage and 2.2 times on product pages. For the construction niche, the “Frequently Bought Together” block on the product page and in the cart is especially important: it affects not so much conversion as average order value and the number of items per order.

When evaluating recommendations, keep in mind that they work with traffic that other channels have already brought in. In Yespo, recommendations use post-click attribution with a 7-day window, so it may overlap with other channels. The net effect is best shown by an A/B test with a control group: how much the recommendation block changes site conversion, average order value, and the number of items per cart.

4. Omnichannel Communication Logic

Dnipro-M communicates with customers via Email, SMS, Viber, Web Push, Mobile Push, App Inbox, and on-site widgets. For the retailer, 80% of attributed conversions in 2024–2025 come from SMS (23.6%), Viber (19.5%), App Inbox (18.6%), and product recommendations (18.3%), with another 12% from Email. The leading role of SMS and Viber reflects the nature of the business: the company has a large network of physical stores, so phone numbers are its primary customer identifiers.

Because all channels are connected to one platform, a workflow can move from one channel to another and take into account the result of the previous message: whether it was delivered and whether the customer has already purchased. For example, the Abandoned Cart cascade is set up like this:

Thanks to the cascade, this workflow's share of total order value grew 19x.

The App Inbox channel deserves special mention: it doesn't require a subscription, and notifications appear for logged-in users in the inbox in the app or on the website. App Inbox reminders about discounts on viewed products generated 20 times as many sales for Dnipro-M; notifications about price drops on cart items generated five times as many, and offers of similar products generated three times as many.

Non-standard formats help grab attention, too. Yespo widgets include subscription forms, call buttons, and informers. For example, for the brand's 15th anniversary, Dnipro-M launched a gamified form: the customer leaves a phone number, chooses a gift, and gets a guaranteed discount of 5, 10, or 15%. A Viber carousel lets customers browse a product selection right in the messenger, now with dynamic recommendations.

5. Maintaining Engagement Between Purchases

Triggers convert better, but they fire only under certain conditions or in response to customer actions. Broadcast campaigns reach the entire customer base and maintain contact between purchases, so they account for the bulk of sales: at Dnipro-M, 60% of all direct sales. The largest share of orders comes from Black Friday campaigns and the Black Friday announcement.

Dnipro-M Customer Journey

To bring individual triggers and channels together into a system, you need a customer journey map with the right communication at every stage. At Dnipro-M, after the first visit, a customer gets a welcome series on the website and in the app; after viewing a product or adding it to the cart, an App Inbox, push, email, and Viber cascade; after the first purchase, a transactional series and service messages. To motivate the next purchase, Next Best Offer comes into play, followed by price drop notifications, waitlists and wishlists, regular demand, and new arrivals. Regular customers also get increased birthday cashback.

Gaps in customer communication are precisely where a business loses customers. So start by mapping your customer journey, finding those gaps, and closing them with the right workflows.

Dnipro-M Results from Using Yespo CDP as a Retention Platform:

Dnipro-M Plans

Yuliia Dushechkina, Retention Lead at Dnipro-M

 

Today, we focus on making customer interactions as personalized and useful as possible. We want every craftsperson who buys from us to feel as though they are the brand's only customer, and every communication to be timely, relevant, and to show care, not just stimulate a sale.

Yespo's features help us move in this direction: we conduct a comprehensive review of our behavioral trigger workflows, develop new customer interaction workflows, connect new channels, including a Telegram bot and in-app communications, and constantly test new tactics. We especially value the Yespo team's quick responses to our requests and the features that simplify communications and open up new personalization options.

Every business has its own ways to strengthen customer retention. Yespo experts can help you find them in a personal consultation: they'll review the current state of your communications and put together a development plan for your business.

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