Driving Higher AOV & Repeat Purchases with Retainly

The Challenge

Soulflower had steady traffic and strong brand recall, but faced familiar D2C bottlenecks:

• Customers hesitated to add multiple products to cart

• Loyalty rewards were underutilised or redeemed inefficiently

• New and complementary products struggled to get trial adoption

• Heavy discounting wasn’t an option due to margin sensitivity

The goal was to increase cart value and repeat intent without relying on flat discounts.

The Retainly Approach

Instead of pushing coupons, Soulflower used Retainly’s cashback-led loyalty mechanics to guide smarter purchase behaviour.

1. Cashback Burn Slabs to Lift AOV

Retainly was configured to allow up to 10% cashback redemption only on orders above ₹299.

Result:
Customers naturally added more items before redeeming cashback, increasing AOV without visible discount pressure.

2. Optimised Sign-Up Cashback

A ₹50 cashback on signup replaced aggressive first-order discounts.

Result:

• High-quality signups

• Better conversion without attracting low-intent users

• Controlled reward costs from day one

3. Build-Your-Own Bundles (BYOB)

Customers were encouraged to create personalised bundles instead of buying single SKUs.

Result:

• Higher perceived value

• Increased multi-product carts

• Improved trial of secondary and niche products

4. Smart Checkout Add-Ons

Retainly enabled targeted checkout nudges, such as:
“Add 100ml Facewash at ₹99”

Result:

• Higher attachment rate

• Better cross-sell performance

• Deeper baskets without friction

The Outcome

• Higher Average Order Value driven by cashback slabs and bundles

• Better loyalty utilisation with controlled burn limits

• Increased product trial without over-discounting

• More repeat-friendly behaviour built into the purchase flow

Soulflower didn’t increase discounts.
They re-engineered loyalty using Retainly.

Why Retainly Worked

Retainly helped Soulflower shift from discount-led growth to behavior-led retention by:

• Turning cashback into a decision-making nudge

• Controlling burn limits to protect margins

• Embedding loyalty directly into the cart and checkout

• Removing the need for coupons and manual campaigns

The Bigger Picture

Retention isn’t about giving more rewards.
It’s about giving the right reward, at the right time, for the right action.

With Retainly, Soulflower built a loyalty system that:

• Increased AOV

• Improved repeat intent

• Scaled without operational overhead