LTV OPTIMIZED USER ACQUISITION
Case Study: This represents a composite analysis based on industry data and AdZeta's methodology. Results are illustrative of potential outcomes.

Beauty Brand Sees 45% Increase in Repeat Purchase Rate with AdZeta's ValueBid™

A rapidly growing direct-to-consumer (DTC) beauty & skincare brand partnered with AdZeta to improve retention and stop wasting budget on low-value acquisitions. By activating predictive value signals and personalized lifecycle journeys, the brand increased repeat purchases by 45%, while also reducing cart abandonment and lifting overall CLV.

Beauty Brand Sees 45% Increase in Repeat Purchase Rate
PROJECT HIGHLIGHTS
01

Client Profile: E-commerce Beauty & Skincare Brand

This DTC beauty & skincare brand sells routine-based essentials (cleansers, serums, moisturizers, SPF and curated regimen bundles), serving ingredient-aware shoppers who value results, consistency and a guided routine experience.

02

The Challenge: Scaling Personalization & Combating Cart Abandonment

Despite strong growth, the brand faced high cart abandonment (~75%) and struggled to personalize the journey across diverse skin concerns, product affinities, and purchase cycles. The outcome: missed revenue, weaker retention, and lower overall CLV.

03

Previous Marketing Strategy & Limitations

The previous approach relied on generic email blasts and standard Google/Meta retargeting. The one-size-fits-all messaging didn’t reflect different skin goals (acne, hydration, anti-aging, sensitivity) or replenishment timing, driving lower engagement, weaker cart recovery, and inconsistent repeat purchase behavior.

04

The AdZeta Solution: Predictive Value + Personalization (ValueBid™)

AdZeta applied predictive analytics to identify (1) shoppers most likely to abandon, (2) customers most likely to repurchase, and (3) the best next offer (NBO) to move each customer forward. This enabled personalized experiences across paid media, email, and on-site merchandising—directly improving cart recovery and repeat buying.

05

Strategic Implementation & Execution

AdZeta integrated with Shopify and the brand’s CRM to unify customer, product and revenue data. Models were trained to predict cart-abandonment intent and repeat purchase propensity, then used to trigger personalized flows (cart recovery, regimen builders, replenishment nudges) and platform-native optimizations across acquisition + retention.

06

Quantifiable Outcomes & Business Impact

The partnership delivered a 28% reduction in cart abandonment, a 45% increase in repeat purchase rate, and a 72% uplift in CLV, demonstrating the impact of value-based optimization plus personalized lifecycle execution for DTC beauty.

Understanding the Problem

The Core Challenge: Generic Engagement & Lost Revenue in Beauty E-commerce

Beauty & skincare brands face high cart abandonment and an even bigger challenge: converting first-time buyers into routine-driven repeat customers. Without predictive personalization (what to recommend + when + to whom), brands miss the compounding upside of replenishment and regimen expansion; leaving CLV on the table.

Generic E-commerce Funnel
without
AdZeta
Broad Website Visitors
Disengaged Browsers & High Cart Abandonment
One-Time Skincare Buyers
Low Repeat Purchases & Untapped CLV
Optimization Goal
Generic Conversion Optimization
AI-Powered Personalization Funnel
with
AdZeta
AI-Targeted Beauty Shoppers
Engaged Prospects with Personalized Offers
Loyal & Repeat Skincare Customers
High-Value, Maximized CLV Customers
Optimization Goal
AI-Driven Lifetime Value Optimization
01
The High Cost of Cart Abandonment

For DTC beauty brands, abandonment isn’t just a lost checkout, it’s a lost future routine. Without understanding why shoppers drop off (shade uncertainty, routine confusion, shipping thresholds, ingredient concerns) and intervening in time, revenue leaks compound quickly.

02
The Personalization Gap at Scale

As catalogs expand across concerns and routines, manual segmentation fails. Generic messages and “same offer for everyone” recommendations don’t reflect individual needs, reducing conversions and slowing repeat purchase momentum.

03
Suboptimal Customer Retention & LTV

Acquisition costs rise while retention becomes the real growth lever. If brands don’t predict who will repurchase and what will make them stick (replenishment timing, regimen expansion, routine bundles), they underinvest in high-LTV customers and overpay for low-LTV ones.

ADZETA'S SOLUTION

The Strategic Approach: How AdZeta Delivered for E-commerce Beauty Brand

By implementing AI-driven personalization and predictive analytics, AdZeta transformed the customer journey from initial browse to loyal advocate. The platform analyzed browsing behavior, purchase patterns, and engagement signals to deliver personalized product recommendations and targeted offers that resonated with each customer segment, dramatically reducing cart abandonment and increasing repeat purchase rates.

  • Predictive Cart Abandonment Recovery

    AdZeta's AI analyzed real-time user behavior (time on page, items in cart, navigation patterns) to predict the likelihood of cart abandonment. For high-intent abandoners, personalized exit-intent pop-ups with tailored incentives or automated email reminders with dynamic product recommendations were triggered, significantly improving recovery rates.

  • AI-Driven Customer Segmentation & NBO Engine

    Leveraging machine learning, AdZeta segmented the brand's customer base based on purchase history, browsing behavior, and engagement levels. This enabled the delivery of highly relevant Next Best Offers (NBOs) through personalized email campaigns and on-site product recommendations, encouraging upsells, cross-sells, and repeat purchases.

  • Dynamic Content Personalization Across Channels

    AdZeta's platform facilitated the dynamic insertion of personalized content (product recommendations, special offers, messaging) within email templates and on website pages. This ensured that each customer received a unique and relevant experience, significantly boosting engagement and conversion rates.

  • Continuous A/B Testing & Optimization

    The system continuously A/B tested different personalization strategies, messaging, and offer types. This data-driven approach allowed for ongoing optimization of campaigns to maximize cart recovery, repeat purchases, and overall CLV for the e-commerce brand.

A/B Test
Control Group: Generic Marketing & Standard Retargeting

Broad email blasts and generic retargeting focused primarily on first purchases, leading to high cart abandonment and weaker repeat sales.

Experiment Group: AI-Powered Hyper-Personalization & CLV Optimization

Personalized journeys optimized for repeat buys and CLV using predictive offers, tailored content, and smarter interventions, improving cart recovery, loyalty, and long-term growth.

Google Ads
Meta Ads

28%

Reduction in Cart Abandonment Rate

Through predictive intervention strategies

72%

Increase in Customer Lifetime Value (CLV)

Through AI-powered personalization

45%

Increase in Repeat Purchase Rate

Through personalized recommendations

35%

Uplift in Email Marketing Conversion Rates

For personalized campaigns

MEASURABLE IMPACT

Enhanced Loyalty, Reduced Churn, Significant CLV Growth

AdZeta didn’t just improve conversion metrics, it changed the quality of customers the brand acquired and retained. By delivering routine-relevant experiences at the right time, the brand built stronger customer relationships, increased repeat purchase behavior, and unlocked a 72% lift in CLV, showing how predictive personalization can materially improve profitability in beauty e-commerce. The 72% increase in CLV demonstrates the transformative power of AI-driven personalization in e-commerce.

Before AdZeta, we were struggling to keep customers engaged beyond their first purchase, and our cart abandonment was a constant headache. AdZeta's platform has been a game-changer. The ability to predict and intervene in cart abandonment, coupled with truly personalized recommendations, has not only recovered significant revenue but has also built a more loyal customer base. Seeing a 72% jump in CLV has given us the confidence to invest more strategically in our growth.
Client
Sarah Chen Director, Performance Marketing

Ready to Build Similar Growth for Your E-commerce Business?

If you're looking to move beyond generic marketing tactics and build a truly profitable, personalized customer experience that drives CLV growth, AdZeta's AI-powered personalization engine can help.

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