KEY TAKEAWAY | Retention isn’t driven by campaigns alone. It’s shaped by how customers use the product, how the brand shows up across channels, and how each interaction is designed to bring them back.

NUMA Turned An Everyday Movement Into a 60% Repeat Purchase Community

NUMA is a modest activewear brand built for women who want to move comfortably without compromising modesty. Since 2017, it has carved out a space in one of retail's most crowded categories — and held it.

Activewear is a saturated market. Global brands command the billboards. Marketplaces are flooded with unbranded alternatives. For a local label to not just survive but sustain, something has to work beyond the product itself.

For NUMA, it did. The brand closes each year with strong annual revenue and a 60% repeat purchase rate — a number that says less about marketing spend and more about how the brand has chosen to operate.

Clothing That Fits the Life, Not the Trend

NUMA's customers aren't chasing athleisure trends.

Many are women in their 30s and 40s — managing work, family, and personal wellbeing — who want clothing that holds up across their everyday routines. A morning walk. A gym session before the school run. A weekend run with friends.

For them, activewear isn't occasional. It's habitual.

That habit shapes how they buy. A sports hijab that works well on runs leads to another colour. A training top naturally pairs with a new set of bottoms. One good product becomes a starting point, not an endpoint.

NUMA supports this pattern deliberately — releasing new colours and pieces in batches, gradually, rather than all at once. It's a cadence designed to match how customers actually shop: returning for the next piece that fits, not chasing a full collection drop.

Meeting People Where They Are

NUMA makes its presence felt across many touchpoints. You’ll find them at sports events and community runs, and just as easily on marketplaces and social platforms.

“Every customer has their own buying preferences. So, we meet them where they like.“ — NUMA.

No matter where that first encounter happens, the goal is always the same: to draw customers closer to the heart of the brand.

Marketplace parcels arrive with flyers that highlight the benefits of shopping directly with NUMA. In the retail store, visitors are invited to join the membership program at checkout. Each purchase earns points, redeemable on future orders — a simple gesture that turns a single transaction into the beginning of a relationship.

Over time, these small touches add up. Customers find reasons to return, and occasional purchases evolve into a steady rhythm of loyalty.

Read the Pattern, Double Down on What Works

As NUMA's customer base grew, understanding it became just as important as building it.

The team uses EasyStore's customer segmentation tools to read purchasing behaviour through an RFM model — tracking recency, frequency, and monetary value to build a clearer picture of who their customers actually are.

From that picture, patterns emerge: who keeps coming back, who's starting to drift, and what it takes to draw them in again.

The same intelligence shapes how NUMA spends its marketing attention.

Rather than distributing effort thinly across a wide catalogue, the brand doubles down on what already works — the hero products customers return for, season after season. These pieces anchor NUMA’s Meta campaigns and carry consistent weight across every channel.

When you know what people love, you put it front and centre. NUMA does exactly that.

Why Customers Come Back

The brands that retain well tend to share one trait: they make returning easier than leaving. But beneath the mechanics — the points, the flyers, the focused campaigns — lies a quieter principle.

People return to what they trust. And trust is built not through a single grand gesture, but through small ones, done consistently well.

Repeat purchase rates don't lie. At 60%, NUMA's number reflects something more than a well-designed system. It reflects a brand that understands what keeps people coming back — and has had the discipline to keep doing it, year after year.

Make Customers Love Buying From You

EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.