How On Running Uses Restock Alerts to Drive Repeat Purchases

The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers · Jul 28, 2026 · 7m · transcript

In this episode, we examine how On Running, the Swiss running shoe brand, turns product scarcity into a retention engine. When a limited-edition colorway sells out, they don't just move on. They capture email addresses and SMS opt-ins for restock notifications, then deliver a targeted sequence that brings back customers who already bought before. We break down the mechanics: how the opt-in works, what the email copy looks like, and how they segment by previous purchase history. According to On Running's own data, restock alert emails convert at 18 percent, and customers acquired…