How a B2B Cleaning Supplies Brand Increased Repeat Purchases by 93%

This US-based brand operates in the non-toxic paint remover category, offering environmentally safe alternatives to traditional chemical stripping products. With a strong presence in industrial and commercial use cases, the business is heavily oriented toward B2B buyers, where purchasing behavior is driven by bulk orders, repeat usage, and long-term relationships.  

The Challenge

The brand faced a structural imbalance between acquisition and retention.

While new-to-brand customers represented a meaningful share of purchases, most transactions were one-time. Repeat purchasing remained low, limiting long-term customer value—especially critical in a category where products are used repeatedly in professional settings.

This challenge was amplified by the brand’s B2B nature. Growth depended not only on acquiring new customers, but on increasing purchase frequency and deepening relationships within existing accounts. However, engagement signals showed that customers were not consistently returning after their initial purchase.

At the same time, expanding reach within a niche, professional audience required precision. Broad prospecting risked inefficiency, while overly narrow targeting limited scale.

The brand needed a strategy that could do both: attract qualified new customers and convert them into repeat buyers.

Why Quartile

Quartile recognized that success in this category required aligning acquisition with long-term value.

Rather than treating prospecting and retention as separate efforts, Quartile built a unified audience strategy that connected both. By leveraging Amazon DSP and advanced audience segmentation, Quartile ensured that new customer acquisition efforts were directly linked to downstream engagement and repeat behavior.

This approach enabled the brand to grow not just through new customers, but through stronger customer relationships.

The Solution

Quartile implemented a full-funnel DSP strategy designed to balance acquisition and retention within a B2B context.

The strategy began with remarketing. High-intent users who had previously engaged with the brand—such as product detail page viewers—were retargeted to drive repeat purchases and reinforce brand recall. This helped convert initial interest into sustained engagement.

In parallel, prospecting campaigns were launched to expand reach. Using ProSuite Custom Audiences, Quartile identified and targeted high-potential buyers based on in-market signals and product interaction behaviors. This ensured that new audiences were both relevant and likely to convert.

Crucially, both strategies were tightly aligned. Prospecting efforts were designed to feed into remarketing pools, creating a continuous cycle of acquisition and re-engagement. This allowed the brand to scale new customer growth while systematically improving retention.

Results & Impact

The strategy delivered measurable improvements across both acquisition and retention:

• Repeat purchases increased by 93%, demonstrating stronger customer loyalty  

• New-to-brand share increased by 46%, indicating expanded reach and acquisition  

• One-time purchases grew by 104%, reflecting increased demand generation  

• Total sales increased by 59%, driven by both new and returning customers  

These results highlight the effectiveness of a full-funnel approach in B2B environments—where growth depends on both acquiring the right customers and maximizing their lifetime value.

Ongoing Value & Future State

With a strong full-funnel foundation in place, the brand is positioned to continue scaling efficiently within its niche market.

Quartile continues to refine audience segmentation, expand high-performing prospecting pools, and strengthen retargeting strategies—ensuring sustained growth across both acquisition and retention.