About
Andrew Lauchner
A growth and retention operator for consumer brands. He fixes the second-purchase problem: the gap between a customer’s first order and their second, which is where lifetime value is decided.
Andrew spent close to four years at Gallery Furniture, a $100M+ revenue business in Houston, as Sr. Director of Growth & Retention Marketing. He rebuilt the customer journey and post-purchase across email, SMS and outbound. He also co-led the “Astros Win It All” promotion, which reached $74M in promotional sales.
Alongside the start of that, and before it, he ran lifecycle for Retail Ecommerce Ventures as it relaunched Pier 1, RadioShack, Dressbarn, Stein Mart, Modell’s and Franklin Mint, a catalog of 250K+ SKUs. Earlier still, UNTUCKit.
Since Gallery Furniture, the same work has run for a portfolio of DTC brands through his own practice, Growth Legend: Magic Spoon, Gobi Heat, Punkcase, Chassis For Men, Power Provisions and Mike’s Mighty Good. Today that work runs as one engagement, The Second-Purchase Sprint. Along the way he wrote the method down, all of it, and put it on this site with no form in front of it.
Where the second order is won
The second order is won across the business, not only in the inbox.
Lifecycle is where I do most of the work. The other three are where the second order usually leaks, and I have run each of them from the inside.
The first order
Performance media, creator programs, and the promotional and partnership work that fills a floor. Who it brings in decides who you are trying to bring back. I have run the accounts myself, not briefed an agency and read a deck.
Lifecycle and retention
Welcome, post-purchase, win-back, VIP, replenishment, the offer calendar, and the segmentation underneath all of it. This is the one I own outright.
Revenue operations
The stack, the data model and the definitions — Klaviyo, Attentive, Shopify, Listrak, and whatever CRM is already committed to. The plumbing nobody wants to own.
The sales floor
Where a product is sold in person or by phone, the second order starts in the first conversation: the playbooks, the lead-to-appointment funnel, and the handoff from the floor to post-purchase.
How I work
Every number on this site says how well it can be proven.
Most marketing writing reports the flattering version of a number and leaves out the denominator. This site does the opposite, deliberately. Each figure carries a grade: measured against a holdout when a control group was carved before launch, derived when it is arithmetic on an export I hold and the arithmetic is shown, and company-reported when it is the business’s own number, repeated rather than verified.
It makes the wins smaller on paper and much harder to argue with. It also means the case studies say what was not counted, what the denominator was, and who else touched the result — and where I have never established something, the page says so in those words rather than quietly omitting it.
Attribution tells you what a tool wants credit for. A control group tells you what the program is worth. Most of what I have inherited had no control, and none of my own published numbers has a control yet. Each one says so.
What I have written
Sixteen books and three tools, all free, none of them gated.
About 250,000 words. No email required, no form, nothing behind a wall. Every chapter of every book is also its own page, so you can link to one idea rather than to a whole book. The four core books are below; all sixteen are on the tools page.
- Notes — working method rather than opinion. Each one states what it is built on before it makes an argument, in the same notation the rest of the site uses for its numbers.
- Case studies — six engagements, each stating what was counted, what was not, the denominator, the window, and who else touched it.
- All the free tools — everything that runs in the browser, in one place.
The record
Where I have done it.
Close to four years in-house at Gallery Furniture, a $100M+ revenue business in Houston, owning growth and retention. Since then, a portfolio of DTC brands through my own practice: Magic Spoon, Gobi Heat, Punkcase, Chassis For Men, Power Provisions and Mike’s Mighty Good. Earlier, Retail Ecommerce Ventures — lifecycle across Pier 1, RadioShack, Dressbarn, Stein Mart, Modell’s and Franklin Mint — plus SeedX and UNTUCKit.
The six cases on the homepage each say what was counted, what was not, and who else touched the result. One of the two recommendations below is from someone who reported to me, which is the kind that is hard to get.
References
Two recommendations, each with the role of the person who wrote it.
one of the strongest operator partnerships I’ve had in my career … He approached retention like a true revenue driver, not a support function
a rare ability to combine strategic thinking with hands-on execution
Ten recommendations on LinkedIn, in full and unedited. Read all ten →
The record, case by case, is on the work, and the one engagement is The Second-Purchase Sprint.
Questions people ask
The short answers, for anyone searching the name.
Who is Andrew Lauchner?
Andrew Lauchner is a growth and retention operator for consumer brands and the author of sixteen free books on the method. He spent close to four years in-house at Gallery Furniture, a $100M+ revenue business in Houston, as Sr. Director of Growth & Retention Marketing, and now fixes the same problem for DTC brands through his practice, Growth Legend, as one engagement: The Second-Purchase Sprint.
What has Andrew Lauchner written?
Sixteen free books on growth and retention for consumer brands, each readable in full on this site with no form in front of it: The Second Order, The Whole Machine, Close the Loop, The First Offer, The Standing Order, The Honest Test, The Return Trip, The Kept Promise, The Price Rise, The Free Choice, The Catalog, Used, Not Bought, Cash Before Growth, The Proof File, The Noise Floor and The Next Category. Every chapter is also its own page.
What does Andrew Lauchner work on?
The second-purchase problem: the gap between a customer’s first order and their second. In practice that is owned-channel revenue for consumer brands: lifecycle, email and SMS, retention, and the segmentation, offers and measurement underneath them. The second order is the gate to every order after it, so the work is lifetime value, not one more email. He sells one engagement, The Second-Purchase Sprint. The books go further, into subscriptions, returns, pricing, delivery, reviews and working capital.
Is Drew Lauchner the same person as Andrew Lauchner?
Yes. Drew is short for Andrew, and some older profiles and accounts use it. Andrew Lauchner is the name on the books and on this site.
Where is Andrew Lauchner based?
Scottsdale, Arizona. The work itself is remote: the Sprint runs ninety days inside a brand, and he can stay on after it.
How do I reach Andrew Lauchner?
By email at andrew@growthlegend.com, or on LinkedIn. He also publishes on YouTube, X and Instagram.