Ecommerce Playbook: Numbers, Struggles & Growth Why Retention Starts at Acquisition: A New Approach to LTV Growth
Oct 16, 2025
In this engaging discussion, Josh Tay, Director of Retention at Common Thread Collective, shares his expertise on the crucial link between customer acquisition and retention. He reveals why most brands falter by treating these as separate strategies. Josh emphasizes that front-loading lifetime value and aligning teams from day one can significantly boost profitability. He highlights innovative retention tactics beyond just email, the importance of lifecycle data, and real-world examples that illustrate the power of integrated campaigns.
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Retention Starts At Acquisition
- Retention must be integrated with acquisition because audience quality at day zero shapes downstream LTV.
- Misaligned siloed teams block growth; cross-team visibility unlocks better offers and profitability.
Front-Load LTV With Bundles
- Front-load LTV by bundling and creating higher-value initial offers when repurchases are naturally rare.
- Use product, bundling and pricing changes to lock in revenue instead of forcing repurchases.
Subscription Fix Became Product Pivot
- With a supplement client, low subscription demand led the team to redesign the offer into a WelcomeKit and XL bottle.
- That parallel approach reduced reliance on subscription signups and front-loaded customer value.