PlaybookRetention
The Shopify Retention Playbook
A planning framework for connecting subscriptions, messaging, segments, and offers into one retention system.
Build one shared retention view
Retention programs improve when teams can connect first-party intent, order behavior, subscription history, and lifecycle messaging instead of optimizing each one in isolation.
This playbook gives growth teams a shared planning structure before they map campaigns or automations.
Use the playbook to align your team
- Define the customer signals that matter at each lifecycle stage.
- Map the actions those signals should unlock across channels.
- Decide how outcomes feed back into future segmentation and offers.