Sonja Grasser is the Founder of Retention Theory, a consultancy helping CPG brands turn one-time buyers into loyal repeat customers through data-driven retention systems. With a background that spans law school, 60+ countries of travel, and hands-on work with brands like MaryRuth’s Organics, Sonja brings a uniquely behavioral approach to customer retention: rooted in psychology, not playbooks.

After landing in retention by accident as a German-speaking marketer, Sonja discovered her passion for understanding why customers buy, not just what they buy. Her global perspective and analytical mindset help founders identify churn before it happens, build smarter lifecycle flows, and create experiences that keep customers coming back.

Whether you’re a CPG founder tired of chasing acquisition or an operator ready to make retention your growth engine, Sonja shares a masterclass in turning customer behavior into predictable, sustainable revenue.

In This Conversation We Discuss: 

• [00:33] Intro
• [01:05] Helping brands turn retention into revenue
• [01:30] Connecting communication to customer longevity
• [02:08] Identifying patterns behind consumable success
• [02:55] Leveraging analytical thinking for stronger retention
• [04:00] Educating first-time buyers before selling again
• [05:25] Helping buyers at their exact stage of the journey
• [07:11] Designing flows that nurture interest into action
• [07:45] Applying retention rules across every direct channel
• [08:18] Stay updated with new episodes
• [08:29] Spotting churn before customers disappear
• [10:19] Timing recovery emails before customers drift away
• [11:39] Resolving customer issues before they walk away
• [12:27] Setting triggers that match real customer behavior
• [14:16] Focusing on results-driven storytelling for CPG
• [15:26] Evaluating why memberships don’t always translate
• [16:36] Building loyalty from your first 100 buyers
• [17:07] Layering time data to reveal true retention health
• [19:08] Applying psychology to make retention truly work

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Helps Ecommerce brands with retention marketing retentiontheory.com/
• Follow Sonja Grasser linkedin.com/in/sonjagrasser

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