ACC-7104, Retailer
DROPPING
NEXT
Rep follow-up
REP-LEDThe rep sees what changed before deciding how to respond.
WHY
A pattern this account held for two years has broken.
- NORMAL RHYTHM
- About 3 weeks
- CURRENT GAP
- 18 weeks
- CHANGE FROM NORMAL
- 6× normal
Solinco Australia & New Zealand. What happened when retention stopped relying on memory.
I built and run Solinco’s wholesale retention system: reading buying behaviour, running the retention email, handing the right accounts to a rep and giving the owner a clearer monthly view.
- Customer base
- 480+ accounts
- Measured window
- 10.3 months
- Email-attributed purchasing
- $207,769.98
- System now running
- Programmes + monthly review
Real Solinco workWelcome series, email 1 of 4. Open it to read it in full.The customers were there. The retention system wasn’t.
A wholesale business across Australia and New Zealand with 480+ customer accounts. I designed and ran its retention system end to end: the strategy, the account reading, the email copy, design and build, the automations and the monthly review.
Before
Nothing turned the customer history into consistent retention action.
- Customer accounts. Hard to read as a whole.
- Order history. Not used as a retention system.
- Rep knowledge. Held by people, not inside a consistent process.
- Retention action. More reactive than planned.
- Email activity. Not structured around the customer base.
- Owner visibility. Partial.
With Retaain running
Now the customer history drives what happens next.
- The account base became easier to understand.
- Each account is read against its own buying pattern.
- Slowing accounts surface with a reason, not from memory.
- Retention work runs through defined programmes.
- Some accounts go to email, some to reps, some are held.
- The owner sees what changed each month, and what matters next.
See the full change
What Retaain built, and runs every month.
Four parts, one system. Each links to the real thing below.
- Part 01 · The working viewRead the baseUnderstand how each account buys, against its own pattern.
- Part 02 · The programmesRun the programmesAct on the right signals with retention email that keeps running.
- Part 03 · The decisionsRoute the right accountsEmail, a rep, both, or held back from automation.
- Part 04 · The monthly reviewReview the baseSee what changed each month and what matters next.
Retaain didn’t just send email. It decided what to send, to which accounts, and when not to send at all.
What the customer base looks like now.
The accounts that have changed, each with Retaain’s reading and next action. A different frame from the platform figure, never added to it.
05 steps One account, from the change to the decision.
What changed
ACC-7104, a retailer, had moved into DROPPING: its buying had left its own normal.
Who took it
A person, not an email: the account went to a rep follow-up.
Why it surfaced
The reason went with the decision, so the rep started from what changed.
Against its own rhythm
Normally about every 3 weeks. 18 weeks since the last order.
Across the base
The same reading runs across the base. These are the accounts and the purchasing involved, not recovered revenue.
- ACC-7104, retailer, dropping, rep-led, next: Rep follow-up
- ACC-7218, pro shop, dormant, not recorded at the time, next: Call to establish whether the account is still trading with us.
- ACC-7462, coach or club, healthy, not recorded at the time, next: Terms conversation.
| Since the last order | 18 weeks, still open |
|---|
ACC-7104, Retailer
DROPPING
NEXT
Rep follow-up
REP-LEDThe rep sees what changed before deciding how to respond.
WHY
A pattern this account held for two years has broken.
- NORMAL RHYTHM
- About 3 weeks
- CURRENT GAP
- 18 weeks
- CHANGE FROM NORMAL
- 6× normal
ACC-7104, Retailer
DROPPING
NEXT
Rep follow-up
REP-LEDThe rep sees what changed before deciding how to respond.
WHY
A pattern this account held for two years has broken.
- NORMAL RHYTHM
- About 3 weeks
- CURRENT GAP
- 18 weeks
- CHANGE FROM NORMAL
- 6× normal
ACC-7218, Pro shop
DORMANT
NEXT
Call to establish whether the account is still trading with us.
WHY
Long past any window this account has kept. Win back has not answered.
- NORMAL RHYTHM
- About 6 weeks
- CURRENT GAP
- 34 weeks
ACC-7462, Coach or club
HEALTHYGROWTier progression
NEXT
Terms conversation. This one is an opportunity, not a risk.
WHY
Sustained growth. Now buying above the band it is currently held in.
- NORMAL RHYTHM
- About 5 weeks
- CURRENT GAP
- 4 weeks
- SOURCE CLASSIFICATION
- READY TO PROMOTE
DROPPING
17 accounts
DORMANT
44 accounts
ASSOCIATED PURCHASING
$13,211 / month
Purchasing linked to the accounts that need attention
This shows purchasing activity that may be exposed to slower reorder behaviour, not guaranteed lost or recoverable revenue.
The retention email, programme by programme.
The real Solinco emails, sent from the client’s own email platform, each under the signal that triggers it. Open any one to read it in full.
ESTABLISH
Welcome
Earn the second order while the first one is still recent.
Signal and measure
RECOVER
Reorder
Bring the account back inside its own buying window.
Signal and measure
GROW
Education + range
Widen what the account buys, starting next to what it already does.
Signal and measure
Planned trading moment
Seasonal + brand
Give the trading base a reason to order ahead of demand.
Signal and measure
Retaain chose who was contacted and when.
An email, a rep, or nothing yet.
Not every reading was an email
| Reading | Response | Who acts |
|---|---|---|
| StateDORMANT | Win back, once, on its own terms | MARKETING-LED |
| StateDROPPING | Targeted intervention, then a person if it does not answer | COORDINATED |
| SignalNo reliable rhythm yet | Nothing yet. The pattern is not trustworthy enough to act on | No one yet |
The goal was not to automate everything. It was to stop good accounts drifting quietly.
What the email platform measured.
This is one part of the story, not all of it.
Fig. 02 · Platform-attributed · 10.3 months · Solinco AU & NZ
$207,769.98 in purchase activity attributed back to email across 10.3 months.
| Part | Share | Attributed |
|---|---|---|
| Regular email | 87.6% | $181,906.81 |
| Automation | 12.4% | $25,863.17 |
| Email total | 100% | $207,769.98 |
| SMS Not in the email total | Separate | $3,776.22 |
The total
Everything the client’s email platform attributed back to email in the window.
The split
Most was attributed to regular sends. Automations carry the smaller share.
SMS, kept apart
SMS is its own channel. It isn’t in the email total.
What attribution means
Platform attribution reflects purchases attributed by the client’s email platform across the measured account history. It is not presented as a claim that every dollar was incremental revenue caused solely by email.
What this number tells us, and what it doesn’t
Measured
- Platform-attributed purchasingWhat the client’s email platform attributes to a send.
- Observed account movementHow the watched accounts’ buying moved against their own rhythm.
- Programme activityWhich programmes ran inside the window, and who each was for.
Not claimed
- Total wholesale revenueThe figure is part of Solinco’s purchasing, not the whole business.
- Incremental liftNot claimed. It needs a holdout, and this work did not run one.
- CauseThe platform credits a send. That alone doesn’t prove the send caused the order.
How I counted it
I’d rather you trust a smaller claim than doubt a bigger one.
- One window
- 10.3 months of account activity, measured while I designed and managed Solinco’s retention programme.
- Anonymised accounts
- Every account is an ID, never a name, and none carries a dollar figure.
- Two frames, never added
- The working view reads the base now. The platform figure is a different frame.
What the owner now gets back each month.
A conversation about the account base, not a dashboard to learn or manage.
Account health
Where the account base sits now, against last month.
What changed
Which accounts moved, and in which direction.
- HEALTHYtoAPPROACHING
- APPROACHINGtoDROPPING
- DROPPINGtoHEALTHY
- DORMANTtoREACTIVATED
- Lifecycle
- New accounts entering the base
- Opportunity
- Accounts buying above the terms they are held in
Risk and opportunity
What is worth attention, and what is worth growing.
Retention activity
Which programmes ran, and which accounts they reached.
Email and journeys
How the email performed: support for the picture, not the picture.
Commercial outcomes
What the purchasing data can honestly show.
Next priorities
What Retaain is acting on before the next review.
Retaain brings the review to you.
This is what Solinco has now.
Retaain turned retention from a loose activity into a monthly discipline around the customer base.
Kane Founder, Retaain
I’d run the same system for you. Want to know what I’d find in your customer base? Send me one export and I’ll name the good accounts that should have reordered by now.
Free, within five working days. Yours to keep, whether we work together or not.