Six moments between the order and the reorder. Each has a number that tells you how it’s going and a place it quietly leaks.
Many reports show the order and the reorder and nothing in between. Everything that decides the reorder happens in between.
| Moment | The question | The number | Where it leaks |
|---|---|---|---|
| 1. Delivered | Did it arrive when they could use it? | Days from delivery to first use | Arrives mid-week, goes in a drawer. Chapter 3 |
| 2. Opened | Is the first step obvious? | Share used within 7 days | A manual instead of a move; old product still open. Chapters 4 and 5 |
| 3. First use | Did they plan when and where? | Share who gave a plan; first use by day 14 | “I’ll try it this weekend.” Chapter 6 |
| 4. Second to tenth use | Is something in the setting prompting it? | Uses per week in weeks 2 to 6 | No cue where the product lives. Chapters 7 and 8 |
| 5. The first weeks | Do they know how to get the result? | Use at day 30; education clicked, by week | Everything sent in the first 72 hours. Chapters 9 and 10 |
| 6. Staying | Is staying easy, and is leaving fair? | One-tap reorder share; reorder regularity; complaints of feeling trapped | Switching costs that feel like penalties. Chapters 11 and 12 |
The moments feed each other. A first use on delivery day, in the bathroom where the product will live, starts the setting cue that moment 4 depends on. A first use three weeks later, somewhere else, starts nothing. So the first half of this guide is about speed and place, and the second about repetition and what keeps people.
The reorder is decided in the cupboard, not the inbox.
This is one chapter of Used, Not Bought, which is free and readable in full on a single page with no form in front of it.