How Invisible Friction Drives Customer Retention

The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers · Sep 16, 2026 · 10m · transcript

We explore the counterintuitive power of 'friction' in retention marketing, focusing on how intentional delays and verification steps can actually increase customer lifetime value. Using a specific case study from a premium skincare brand that reduced returns by twenty-two percent through a deliberate checkout pause, we discuss when to add steps versus when to remove them. This episode challenges the standard advice of frictionless commerce, offering a nuanced look at trust-building mechanisms in digital loyalty programs.

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