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Holler research workspace

August–October · Run 01

Hollow Peak

What is shaping repeat purchase?

Illustrative sampleEvery order, customer statement, and product below is fictional. The interaction model is production-oriented.

0150completed repeat-buyer conversations
024h 48mconsented recorded research
03362accepted tag applications
0410korders in the comparison set

The Core

Click to see the raw data that powers the report

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Actionable Insights

  1. 01

    Test free shipping at a lower threshold

    Six customers said shipping cost made them pause. Two added an item to qualify for free shipping, but the remaining friction suggests a lower threshold could improve checkout conversion enough to offset the AOV tradeoff.

    Recommended next step

    Run a controlled threshold test and measure checkout conversion with margin.

    Open supporting evidence →
  2. 02

    Target loyal Ridge Pant customers with an adjacent-category offer

    Repeat purchasers often buy the Ridge Pant in another color without adding a new category. Eight love the pant but remain loyal to a competitor for outerwear—a precise audience for a product-specific offer.

    Recommended next step

    Send one category-specific offer to qualified repeat buyers.

    Open supporting evidence →
  3. 03

    Double down on the brand campaign about rugged use

    John, James, and Jeff each described the Ridgeline campaign's rugged-use message as a reason Hollow Peak felt more credible than competitors. Only John's repeat purchase was attributed to Meta; James and Jeff returned through direct and Google, suggesting the campaign created demand beyond last-click credit.

    Recommended next step

    Test the rugged-use message independently of retargeting and branded search.

    Open supporting evidence →

Interesting patterns

Signals worth monitoring

These patterns are directional. They become stronger or weaker as more conversations receive the same accepted tags.

01

Meta receives more credit than customers can explain

Fourteen customers were attributed to Meta; only four could recall a path from a Meta touchpoint to purchase.

02

Most Google conversions begin with existing intent

Eleven customers were attributed to Google. Seven searched specifically for Hollow Peak and clicked the sponsored result.

03

Adjacent-category loyalty is concentrated, not diffuse

Three customers independently named the same competitor as their preferred outerwear brand.

04

Promotions are teaching some customers to wait

Six customers said they delayed a repeat purchase until a promo code arrived.

Customer nuggets

Small moments with strategic value

Individual observations remain identifiable as anecdotes until other evidence accumulates under the same tag.

Carl06:42 ↗

A quiet advocate with measurable reach

Carl has referred several friends and knows at least three who purchased.

Kyle08:16 ↗

One pocket design blocks category expansion

Kyle dislikes the pockets on Hollow Peak jackets, so he will not branch out from pants.

Eric04:51 ↗

Competitor quality decline created the opening

Eric moved to Hollow Peak after deciding that a competitor's quality had deteriorated.

Patrick10:04 ↗

A life event reset an established consideration set

After losing weight, Patrick needed a new wardrobe and became willing to explore new brands.

Research library

Conversation index

50 conversations in this sample
Filter by tag
JJohn M.
2 items$18411:24
BrandAd attributionMetaProduct feedback
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal, Ridgeline Belt
Open conversation
JJames R.
1 item$16409:37
BrandAd attributionGoogle
Order
Ridge Pant · Moss
Purchase sequence
Order #2
Attributed channel
Google
Items purchased
Ridge Pant · Moss
Open conversation
JJeff L.
1 item$14808:49
BrandAd attributionMeta
Order
Ridge Pant · Navy
Purchase sequence
Order #3
Attributed channel
Direct
Items purchased
Ridge Pant · Navy
Open conversation
MMaya C.
2 items$22610:18
AOVShipping costsCheckout conversion
Order
Ridge Pant + base layer
Purchase sequence
Order #3
Attributed channel
Email
Items purchased
Ridge Pant · Juniper, Merino Base Layer
Open conversation
CCarl D.
1 item$14812:03
ReferralBrandRepeat purchasers
Order
Ridge Pant · Clay
Purchase sequence
Order #4
Attributed channel
Direct
Items purchased
Ridge Pant · Clay
Open conversation
KKyle S.
1 item$14809:14
Product feedbackCompetitorRepeat purchasers
Order
Ridge Pant · Black
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Black
Open conversation
EEric T.
2 items$23207:52
CompetitorBrandProduct feedback
Order
Ridge Pant + trail shirt
Purchase sequence
Order #2
Attributed channel
Organic search
Items purchased
Ridge Pant · Slate, Ridgeline Trail Shirt
Open conversation
PPatrick W.
3 items$14813:19
Sizing / fitLife eventBrand
Order
Ridge Pant · Stone
Purchase sequence
Order #4
Attributed channel
Referral
Items purchased
Ridge Pant · Stone, Ridgeline Belt, Merino Base Layer
Open conversation
AAvery N.
1 item$1326:30
BrandAd attributionMetaLife eventSizing / fit
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
MMorgan B.
2 items$1617:43
Repeat purchasersProduct feedback
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
RRiley H.
2 items$1908:56
Shipping costsCheckout conversionAOV
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #2
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
JJordan P.
2 items$21910:09
CompetitorProduct feedbackBrand
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #5
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
CCasey V.
3 items$24811:22
PromotionsRepeat purchasers
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #2
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
TTaylor G.
1 item$27712:35
GoogleAd attributionBrandLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #5
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
CCameron F.
2 items$30613:48
ReferralBrandSizing / fit
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #2
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
DDrew A.
2 items$33515:01
BrandAd attributionMeta
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #5
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
QQuinn K.
2 items$36416:14
Repeat purchasersProduct feedback
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #2
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
SSam E.
3 items$15217:27
Shipping costsCheckout conversionAOV
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #5
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
RReese J.
1 item$1817:10
CompetitorProduct feedbackBrandLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
AAlex C.
2 items$2108:23
PromotionsRepeat purchasers
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
JJamie O.
2 items$2399:36
GoogleAd attributionBrandSizing / fit
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #2
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
SSkyler M.
2 items$26810:49
ReferralBrand
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #5
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
RRowan I.
3 items$29712:02
BrandAd attributionMeta
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #2
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
PParker Z.
1 item$32613:15
Repeat purchasersProduct feedbackLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #5
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
BBailey Q.
2 items$35514:28
Shipping costsCheckout conversionAOV
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #2
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
EEmerson U.
2 items$14315:41
CompetitorProduct feedbackBrand
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #5
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
HHayden X.
2 items$17216:54
PromotionsRepeat purchasersSizing / fit
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #2
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
FFinley Y.
3 items$2016:37
GoogleAd attributionBrand
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #5
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
DDakota R.
1 item$2307:50
ReferralBrandLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
CCharlie L.
2 items$2599:03
BrandAd attributionMeta
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
RRobin S.
2 items$28810:16
Repeat purchasersProduct feedback
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #2
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
MMicah T.
2 items$31711:29
Shipping costsCheckout conversionAOV
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #5
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
SSage W.
3 items$34612:42
CompetitorProduct feedbackBrandSizing / fit
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #2
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
BBlake D.
1 item$13413:55
PromotionsRepeat purchasersLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #5
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
KKendall M.
2 items$16315:08
GoogleAd attributionBrand
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #2
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
CCorey P.
2 items$19216:21
ReferralBrand
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #5
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
SShawn G.
2 items$22117:34
BrandAd attributionMeta
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #2
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
JJules F.
3 items$2507:17
Repeat purchasersProduct feedback
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #5
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
LLane A.
1 item$2798:30
Shipping costsCheckout conversionAOVLife eventSizing / fit
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
NNoel K.
2 items$3089:43
CompetitorProduct feedbackBrand
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
RRemy E.
2 items$33710:56
PromotionsRepeat purchasers
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #2
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
MMarley J.
2 items$36612:09
GoogleAd attributionBrand
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #5
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
EEllis C.
3 items$15413:22
ReferralBrand
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #2
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
RRiver O.
1 item$18314:35
BrandAd attributionMetaLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #5
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
AArden I.
2 items$21215:48
Repeat purchasersProduct feedbackSizing / fit
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #2
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation
KKai Z.
2 items$24117:01
Shipping costsCheckout conversionAOV
Order
Merino Base Layer + Ridgeline Trail Shirt
Purchase sequence
Order #5
Attributed channel
Direct
Items purchased
Merino Base Layer, Ridgeline Trail Shirt
Open conversation
SSydney Q.
2 items$2706:44
CompetitorProduct feedbackBrand
Order
Ridge Pant · Navy + Alpine Shell
Purchase sequence
Order #2
Attributed channel
Email
Items purchased
Ridge Pant · Navy, Alpine Shell
Open conversation
DDevon U.
3 items$2997:57
PromotionsRepeat purchasers
Order
Ridge Pant · Clay + Merino Base Layer + Trail Cap
Purchase sequence
Order #5
Attributed channel
Referral
Items purchased
Ridge Pant · Clay, Merino Base Layer, Trail Cap
Open conversation
TTatum X.
1 item$3289:10
GoogleAd attributionBrandLife event
Order
Ridge Pant · Charcoal
Purchase sequence
Order #2
Attributed channel
Meta
Items purchased
Ridge Pant · Charcoal
Open conversation
FFrankie Y.
2 items$35710:23
ReferralBrand
Order
Ridge Pant · Moss + Ridgeline Belt
Purchase sequence
Order #5
Attributed channel
Google
Items purchased
Ridge Pant · Moss, Ridgeline Belt
Open conversation

Read the evidence carefully

Method and limitations

This synthetic workspace represents 50 fictional repeat-buyer conversations and 10,000 fictional orders across three months. Tags represent accepted applications, not causal proof. Counts always show their population, and every qualitative claim can be followed to the supporting transcript moment.