Inaugural edition
TallyEQ — Supplements Edition
- Status
- Research in progress
- Target publication
- Q1 2027
A target, not a commitment.
The Supplements Edition compares what brands communicate around purchase, delivery, replenishment, subscriptions and cancellation, where each journey reaches those stages. Each recorded journey is anchored to an actual order. Where delivery and the product label are verified, estimated days’ supply is derived from the labeled serving count and suggested use; where they are not, the edition uses a documented fallback or marks the estimate unavailable. Where an estimate exists, it shows where communications fall relative to expected replenishment—not whether the customer consumed the product.
Intended comparisons
What a reader should be able to compare across brands, stage by stage, where each journey reaches that stage. These are the questions the edition is designed to help answer, not findings.
Before and after purchase
Where a valid comparison inbox exists, which messages appear only after a purchase.
Around delivery
What each brand sends before and after verified delivery, and how soon.
Replenishment timing
When reorder prompts arrive relative to the estimated supply period, where an estimate is available.
Subscription cadence
How brands present subscribing, the options they provide, and the cadence of renewals and messages actually observed.
Cancellation journeys
What a brand presents when a customer cancels, and what follows.
Lapse and winback
What a brand sends after no repeat order is observed.
How timing is read
Four things are kept separate, because each is a different measurement or estimate.
- Purchase and delivery
- The product and quantity actually ordered, and the delivery date where delivery is verified.
- Labeled use
- The serving count and suggested use printed on the product label, where the label is verified.
- Estimated supply
- Estimated days’ supply, calculated from the labeled serving count and suggested use where both are verified; otherwise a documented fallback is used or the estimate is marked unavailable. This is the expected supply duration, or estimated product depletion. It is an estimate, not a measurement of use.
- Observed cadence
- When each message, renewal or cancellation was actually seen, with its date.
TallyEQ does not observe whether a customer used the product. It shows where communications fall relative to the estimated supply period.
Core stages
- Acquisition
- Purchase
- Delivery
- Early use
Then, depending on the customer
- Replenishmentas the estimated supply period ends
- Subscriptionrenewal, skip, pause
- Cancellationif the customer cancels
- Lapseno observed repeat order
- Winbackafter a lapse or cancellation
The estimated supply period runs from verified delivery to the point a reorder would be expected, calculated from the labeled serving count and suggested use.
Planned contents
The sections the edition is expected to contain. The list may change before publication.
Edition overview
What was studied and how to read it.
Method and coverage
The products, the observation windows, how supply is estimated and the evidence language.
Lifecycle comparison
Stage-by-stage observations across the cohort.
Product-level journeys
The observed journey for each product bought.
Subscription, cancellation and winback
Where the journeys reached those stages.
Limits and open questions
What the observations cannot show.
Coverage and limits
- Each brand is represented by one purchased product. Findings describe that product, not everything a brand sells.
- Each product has its own observation window. Later stages appear only where a journey reaches them, so not every stage is captured for every brand.
- Where delivery or the product label cannot be verified for a product, the edition says so. It does not apply one uniform claim to every product.
- Seasonal periods are labeled, so campaign timing is not read as ordinary lifecycle timing.
- Not observed is never reported as not sent.
Edition record
- Series
- TallyEQ, independent lifecycle marketing intelligence
- Edition
- Supplements, the inaugural edition
- Subject
- Customer-lifecycle communication from supplement brands
- Method
- Real purchases, with a comparison inbox where the pairing is valid
- Findings
- None published
Availability
The Supplements Edition is not yet available.
It is the inaugural TallyEQ edition, not its boundary. Further industry editions, longitudinal comparison and cross-industry research are directions for development. None is available, and none has a release date.
About TallyEQ