Knowledge base for subscriptions and loyalty
B2B loyalty programmes: keeping business customers
A business customer is a company, not a person: several people order, at agreed prices and on account. What loyalty means for business customers, five ways to keep them, four examples and six steps to set it up.
Read the article · 9 min readRFM analysis: segment customers by value
The RFM model groups customers by three figures from their order history: how recently they ordered, how often and for how much. An RFM analysis in five steps with a worked example, the segments that come out of it and what to do with each group.
Read the article · 9 min readHow to increase average order value (AOV): 8 ways
Average order value is your revenue divided by the number of orders. The formula with a worked example, eight ways to raise the figure and the sum that shows what is left of your margin per order.
Read the article · 10 min readThe subscription business model for online shops
Selling by subscription turns a one-off order into a standing delivery. How the model works for physical products, what it brings in and what it costs, and how to work out whether it fits your shop.
Read the article · 10 min readDutch subscription law (Wet Van Dam): cancel and renew
The Wet Van Dam sets how a subscription with a Dutch consumer may continue and how quickly the customer must be able to leave. What that means for a webshop that sells products on subscription.
Read the article · 9 min readEU withdrawal button: mandatory since 19 June 2026
A consumer must be able to withdraw online from a contract concluded online, with a button and an acknowledgement of receipt. What the rule asks and how to set it up in Shopify.
Read the article · 4 min readVolume discounts and quantity breaks: how to set them up
The more a customer orders, the lower the price per item. What a volume discount is, how to calculate the steps, what it does to your margin and three ways to set it up in Shopify.
Read the article · 8 min readHow to create a loyalty programme for your online shop
From loyalty card to points on the customer account. What a loyalty programme is, which types there are and six steps to create one: what you reward, what a point costs, which rewards work and how to measure whether it pays off.
Read the article · 12 min readHow to calculate churn rate: formula and example
Churn is the share of your customers or subscriptions that stops in a period; the churn rate is that share as a percentage. The formula, a worked example and what a monthly figure means over a year.
Read the article · 8 min readHow to calculate customer lifetime value (CLV)
Customer lifetime value is what a customer brings in over the whole time they are a customer. It decides what you can spend to acquire one. The formula for subscriptions and for one-off orders, with margin and a worked example at every step.
Read the article · 7 min readSEPA Direct Debit and mandates for recurring payments
With a SEPA mandate the customer gives you permission to collect amounts from their account; the direct debit is the collection itself. How that works, which periods apply and what you need to arrange as a webshop.
Read the article · 8 min readShopify iDEAL subscriptions: how recurring payments work
iDEAL is technically a one-off payment. Subscriptions on Shopify need an ongoing mandate. How that works through Mollie and what you need to set up.
Read the article · 5 min readMigrate from Recharge or Appstle without losing customers
Switching away from Recharge or Appstle doesn't have to mean losing customers. Here's the migration plan: export, mapping, a check beforehand, mandates and communication.
Read the article · 6 min readHow to reduce subscription churn: pause, skip, winback
Giving customers only the choice of 'cancel or nothing' loses customers who just wanted a break. Pausing, skipping, a cancellation flow that asks why and a winback offer reduce churn and raise subscription retention.
Read the article · 7 min readKlaviyo flows for subscriptions: events and fields
A subscription generates many moments worth emailing: started, paused, resumed, skipped, cancelled, failed payment. Which events and profile fields you need for Klaviyo flows, which five flows to start with and who sends which email.
Read the article · 6 min readLoyalty points for subscriptions: earning per delivery
Loyalty points and subscriptions reinforce each other when linked correctly. Here's how to set up points, tiers and redemption, and which pitfalls to avoid.
Read the article · 6 min readSubscription customer portal: what it needs to do
A customer portal is the difference between customers managing their own subscription and customers emailing support. Here's what a portal needs.
Read the article · 5 min readDunning management: recovering failed payments
Dunning is the process of recovering a failed payment. Failed charges are inevitable with recurring payments; a solid retry schedule, clear emails and monitoring keep them from turning into unnecessary churn.
Read the article · 7 min readSubscription KPIs and metrics: MRR, ARR, churn, LTV
Without the right numbers, running a subscription programme is guesswork. These subscription metrics (MRR, ARR, churn and LTV) together give a complete picture of revenue, retention and customer value.
Read the article · 8 min read