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🦄 Repeat: The “buy again” button for CPG brands

Repeat is a SaaS platform that focuses on helping CPG (consumer packaged goods) brands turn one-time buyers into repeat customers. It accomplishes this using software that learns the unique consumption habits of consumers, and leverages this data to drive repeat sales for CPG brands through a suite of automation, personalized reminders, and a cart purpose-built for replenishment.
🦄 Unicorner Startup of the Week: Repeat
 
 ✍️ Notes From The Editors  
This week, we’re excited to introduce our cover of Repeat, written by guest contributor Parham Hajzavar. The CPG (consumer packaged goods) space is an emerging startup industry, and as with any growing industry, new tools need to be built to help it scale. Companies like Repeat are the tools facilitating that growth. Enjoy!
 
Are you interested in guest writing for Unicorner? Reply to this email and let us know—it's our way of supporting the 🦄 community.
 
 - Arek and Ethan 🦄
 
 
The “buy again” button for CPG brands
 
 
Repeat is a SaaS platform that focuses on helping CPG (consumer packaged goods) brands turn one-time buyers into repeat customers. It accomplishes this using software that learns the unique consumption habits of consumers, and leverages this data to drive repeat sales for CPG brands through a suite of automation, personalized reminders, and a cart purpose-built for replenishment.
 
 
🔗 Check them out: getrepeat.io
 
 
💰 Business Model
CPG brands are charged a monthly SaaS fee, plus a percentage of the revenue their carts drive. Brands that sell less than 2,000 non-subscription orders per month are charged $99/month plus 5% of cart revenue. Brands driving 10,000 orders per month are charged $499/month plus 5% of cart revenue.
 
📈 Traction and Fundraising
  • Raised $6 million Series A round with investors like Battery Ventures, Mucker Capital, and Harmel Capital Partners
  • Participated in Techstars Los Angeles Accelerator S18 batch
 
👫 Founder(s)
  • Kim Stiefel, CEO: Previously Co-Founder @ UNDR, Head of Revenue @ Vytmn, Bachelor’s @ Ohio State University
  • Sarah Wissel, VP of Product: Previously Co-Founder @ UNDR, Head of Growth / Internal Revenue @ Vytmn, English Language and Literature BA @ UCLA
 
🔮 Our Analysis
Customers are price-sensitive and picky when it comes to purchasing CPGs. This is a direct result of the overwhelming supply of choices at our disposal driven by the shift to e-commerce, regardless of what we’re in the market for. McKinsey’s data indicates that up to half of U.S. consumers buy household goods with a click, and Omniconvert reports that the average retention rate for e-commerce is 30%. This highlights the fact that 70% of buyers never return to a brand for a second-time purchase. It indicates that the marketing and customer acquisition efforts CPG brands put in do not often lead to repeat revenue. Subscriptions are a common way digital service providers retain their customers, but consumers do not fancy the idea of being locked in CPG subscriptions.
 
Enter Repeat. Co-founders Kim Stiefel and Sarah Wissel realized that through personalized, customer-level reminders, they could help CPG brands retain more of their customers. Consumers are often forgetful of what they purchased and when they need to replenish those goods. Repeat’s software uses artificial intelligence that acts as a personal shopping butler, gently nudging us when it believes it is time to restock. It even creates a replenishment shopping cart pre-filled with products it assumes are due for repurchase. For consumers, Repeat minimizes the friction of having to manually keep track of and find previously ordered products, making it easier to keep our homes’ shelves stocked with our favorite products. For businesses, Repeat handles detailed and personalized communication with existing customers, while keeping track of customer habits and preferences. This reduces overhead marketing costs for sellers. We believe this is just the beginning of next-generation CPG marketing.
 
📚 Further Reading
 
 
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Made with 💜 by the Unicorner Team 🦄
 
 
🎁 Bonus Content!
Microsoft announced plans earlier last week to buy Activision Blizzard in a $68.7 billion all-cash deal. The transaction is Microsoft’s biggest deal ever and would turn Microsoft into one of the largest game companies in the world. With this purchase and earlier acquisitions in the past decade like Mojang and Bethesda, one might ask: is Microsoft building a gaming monopoly?
 
 
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