Where we started
In an eSIM app, most customers did not come back after their first purchase. The goal was to turn first-time buyers into repeat customers without making checkout harder.
TELECOMCRO · PRODUCT MARKETING
“Spin the Wheel”: a first-purchase gift that brings buyers back
After the first purchase, a floating wheel invites the user to spin; every spin wins a reward for the next purchase — a 10–30% discount or double data.
REPEAT CUSTOMERS
+12%
LTV COST (UP TO)
−18%
LARGEST DISCOUNT
30%
LOSS THRESHOLD
39.4%
What the data showed
HIGHEvery discount level cuts the remaining margin: 32.7% at 0%, 11.2% at 30%.
MEDIUMLoss starts after a 39.4% discount — the 30% jackpot had to stay rare.
The plan
AMechanicsA floating wheel at checkout; every spin wins
BOddsReward share per 100 spins for each basket segment
CMarginEvery reward stays profitable; the 30% jackpot is rare
Role and tools
ROLE: Concept, reward mechanics, user flow, UX brief, working with developers to launch
What changed and how we measured it
The product brief calculated reward odds for each basket size and the margin effect of each discount level in advance. Result: repeat customers +12%, LTV cost down by up to 18%.
Source: product brief and project results
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