Emily Berriman is Head of CRM at Foundation CRM, sister agency to Foundation Commerce, where she leads CRM strategy and works with eCommerce brands to build more effective customer experiences and retention programmes. With experience across CRM, lifecycle marketing, customer experience and UX, Emily helps eCommerce brands create more connected customer journeys that drive long-term growth. She is passionate about challenging the perception of CRM as simply an email channel and helping businesses turn one-time transactions into long-term customer relationships. 𝐄𝐦𝐢𝐥𝐲'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐓𝐡𝐞 𝐒𝐞𝐜𝐨𝐧𝐝 𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: 𝐘𝐨𝐮 𝐖𝐨𝐧 𝐭𝐡𝐞 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫. 𝐍𝐨𝐰 𝐃𝐨𝐧'𝐭 𝐋𝐨𝐬𝐞 𝐓𝐡𝐞𝐦". The first purchase often receives the most attention, from welcome offers and paid acquisition to conversion optimisation and abandoned basket campaigns. However, for many eCommerce businesses, the real challenge begins after checkout: encouraging customers to make a second purchase. The second purchase is a critical point in the customer lifecycle. It marks the difference between simply acquiring a customer and beginning to build a lasting relationship. This session explores how merchants can create a more intentional journey from first to second purchase. It covers why first-time and repeat customers need different marketing, what matters in the period immediately after a first order, and how product behaviour and purchase history can guide the next interaction. It also looks at how to give customers reasons to return without relying immediately on discounts, and how to identify the right time to re-engage them. Attendees will leave with a practical framework for improving one of the most commercially important stages of the customer lifecycle.

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