Lifecycle Offer Portfolio
In 2025, existing customers generated 91.1% of FORCE revenue. I did not see first purchase and repeat purchase as the same discount problem. Each stage needed a different price and product structure. With the team, I ran the First-Charge 4PACK for new and early-stage customers separately from the 3-89 reactivation package for existing customers, then tracked early conversion and later LTV.
- My role
- Product Business Lead
- Decisions I owned
- First-Charge 4PACK vs. 3-89 reactivation offer · price architecture · LTV review
- Team involved
- Merchandising · product · marketing · CRM · data · design
- Observed outcome
- First-Charge 4PACK conversion 5.38→8.75% · 1,971 3-89 reactivation-package purchases in the first 11 days
- Period
- Jan—Jun 2026 operational data
- First-Charge 4PACK comparison
- Pre-redesign week · first four weeks after redesign
- 3-89 reactivation observation
- Mar 19—29, 2026 · 11 days
- Capabilities
- Monetization · Pricing · CRM · Cohort Analysis
The situation: First purchase and reactivation were different problems
The 2025 business data showed that existing customers generated 91.1% of FORCE revenue. That mix told me we could not solve first-purchase activation and reactivation with the same discount.
For first purchase, I focused on entry friction and value clarity. For reactivation, I focused on a fresh reason to buy and greater product depth. In both cases, I looked at reach, revenue per purchase, and later LTV—not purchase volume alone.
First-Charge 4PACK ① Restructuring the price and product lineup
The First-Charge 4PACK was a KRW 1,900–9,900 offer designed as the first payment for new customers and early-stage Segments 1 and 2.
I divided the existing single KRW 3,900 product into an easy entry option, topic-based choices, and a deeper bundle. The decision was meant to let customers choose the amount of value they needed, rather than simply lowering the price.
Average weekly purchases of this promotion package increased from 173 in the week before the redesign to 399 across the first four weeks after. This is the package-purchase count for the promotion, not total first purchases.
I also reviewed the three-month run of the First-Charge 4PACK for new customers and early-stage Segments 1 and 2. It recorded 2,765 package purchases from 2,369 unique purchasers. The KRW 9,900 all-in bundle accounted for 1,630 purchases, or 58.95% of package purchases. I excluded revenue from this comparison because the reported total did not reconcile with the item-level sum.
- Weighted event-page conversion rate
- 5.38% → 8.75%
- First-Charge 4PACK purchases
- 173 → 399 / week
- Average weekly attributed-revenue index
- 1.00 → 4.11
- Attributed revenue per purchase
- KRW 3,900 → 6,946
First-Charge 4PACK ② Customers also chose the premium bundle
During the first four weeks after the First-Charge 4PACK redesign, the KRW 9,900 premium bundle accounted for 52.2% of units sold and 74.4% of attributed revenue. A separate signup-month cohort showed the same pattern—52.1% of units and 77.4% of revenue—providing a directional cross-check.
I did not think the result could be explained by the low-price entry offer alone. I read it as a signal that customers who wanted more depth were choosing the premium bundle.
- Premium-bundle share of units · first four weeks
- 52.2%
- Premium-bundle share of attributed revenue · first four weeks
- 74.4%
- Change in attributed revenue per purchase
- +78.1%
First-Charge 4PACK ③ Recovering from the drop through item and UI changes
The First-Charge 4PACK conversion rate fell to 3.57% in the six days after the May targeting change. The team and I changed the item mix and UI together. Over the next seven days, conversion recovered to 11.24%, while purchases and attributed revenue increased despite lower exposure.
Conversion in the two earlier observation weeks had been 13.83% and 16.73%. I therefore treated 11.24% as a recovery from a drop, not a new record or proof of a UI-only effect.
- Weighted conversion rate · adjacent observation windows
- 3.57% → 11.24%
- Package purchases · +42.1%
- 76 → 108
- Event-page views
- -54.8%
- Attributed revenue
- +73.7%
First-Charge 4PACK ④ Early gains did not carry through to long-term value
The First-Charge 4PACK weekly trend covers the full first-purchase promotion range, from the KRW 1,900 starter option to the KRW 9,900 all-in bundle. It is not the result of one individual product. Although the offer was designed to encourage a first purchase, these operating figures also include purchases by existing customers.
Average weekly purchases reached 399 in the first four weeks after the redesign, then fell to 139 in Weeks 5–8 and 74 in Weeks 9–12 as exposure declined. Weighted conversion in those two later periods was 17.94% and 14.67%. The next problem was sustaining the offer’s reach, not the response after customers saw it.
I assessed long-term value separately from those operating figures. I compared new customers who signed up in April 2025 and April 2026 and made their first purchase through a package. This cohort also combines all packages available as a first purchase at each point in time, rather than one individual product.
Revenue per paying customer on signup day rose 25.2%, from KRW 6,449 to KRW 8,072. By Day 91, however, cumulative revenue per paying customer was 7.4% lower, falling from KRW 12,219 to KRW 11,319. A larger initial payment did not translate into improved long-term value.
- First-Charge 4PACK · average purchases by four-week block
- 399 → 139 → 74 / week
- Weighted CVR · Weeks 5–8 → Weeks 9–12
- 17.94% → 14.67%
- Revenue per paying customer on signup day · +25.2%
- KRW 6,449 → 8,072
- Cumulative revenue per paying customer by Day 91 · -7.4%
- KRW 12,219 → 11,319
3-89 Reactivation Package ① Giving existing customers a reason to buy again
Separate from the first-purchase stage, the team and I launched a reactivation package for the 3-89 existing-customer group (Segments 3–8 and 9) on March 19, 2026, giving them a new reason to buy.
During the first 11 days, March 19–29, the package recorded 1,971 purchases and a 16.61% weighted conversion rate based on weekly unique viewers. Extending the same KRW 1,900–9,900 structure through April 2 produced a two-week total of 2,267 purchases and KRW 13,428,300 in attributed revenue.
Package converters in this segment accounted for 23.5% of all converters in the launch month and 17.6% across the first three months after launch. These shares describe the observed conversion mix, not incremental conversion.
- 3-89 package · purchases in the first 11 days
- 1,971
- Weighted conversion rate based on weekly unique viewers
- 16.61%
- Premium-bundle shares · purchases and attributed revenue
- 37.8% · 62.7%
- Package-converter share in the launch month
- 23.5%
3-89 Reactivation Package ② Higher prices reduced purchase volume
From April 16 to 22, we expanded the price and product structure for the same 3-89 customer group. Instead of the KRW 1,900–9,900 time deal, we ran KRW 5,000 topic products and a KRW 15,000 all-in bundle for one week.
Comparing the March 19–April 2 package on a weekly basis, purchases fell 43.1%, from 1,133.5 to 645, and attributed revenue fell 28.0%, from KRW 6,714,150 to KRW 4,835,000. Attributed revenue per purchase rose 26.6%, from KRW 5,923 to KRW 7,496.
The source summary also reported event-page conversion falling from 16.85% to 4.00%. Product content, copy, duration, and exposure conditions changed together, so I did not treat this as the isolated effect of a price increase. The operational signal was clear enough: revenue per purchase rose while purchase volume and weekly revenue fell, and we used that trade-off to adjust the next offer.
- Attributed revenue per purchase
- +26.6%
- Event-page CVR · source summary
- 16.85% → 4.00%
- Average weekly 3-89 package purchases
- -43.1%
- Average weekly attributed revenue
- -28.0%
Separate KRW 990 offer: Bringing back customers who stopped after the first purchase
For 13,850 customers who had not purchased for 28 days after the first-charge offer ended, we ran a separate KRW 990 single-item event. Over 12 days it generated 308 sales and KRW 304,920 in direct revenue, equal to 2.22% of the full target group.
The source summary reported an 8.55% event-page conversion rate. The gap between response among page visitors and response across the full target group made the next problem clear: improving delivery to the customers most likely to need the offer, rather than lowering the price again. I excluded later-purchase figures because their denominators did not reconcile.
- Full target group
- 13,850
- Sales over 12 days
- 308
- Purchases as a share of target
- 2.22%
- Direct revenue
- KRW 304,920
What the data can and cannot show
My first-purchase comparison is an uncontrolled operational observation of the week before the redesign and the four weeks after. Creative, targeting, item mix, UI, and exposure later changed together, so it cannot isolate the causal effect of any one element.
Weekly unique views for the long-lapsed customer reactivation package may include the same users across weeks, and purchases and attributed revenue are not incremental. Because signup-month cohorts differ in acquisition quality and service scale, I used conservative same-month year-over-year comparisons for long-term value.
In the same early comparison, total first purchases were 2.3% lower and total revenue was 10.7% lower. Existing customers accounted for 70.8% of classifiable promotion purchases, so I do not present this as a pure acquisition result. The claim is limited to this package and its observed attributed revenue.