How a Top Skincare Brand Put a Fresh Face on Their Subscription Program
increase in average subscription created per month
increase in average subscription per subscriber
increase in average annual subscription revenue
A major skincare brand, which has been anonymized for this case study, specializes in sonic cleansing products that help their customers achieve younger-looking skin. To date, the brand has sold more than 10 million skincare devices to customers around the world.
In 2013, the brand approached Ordergroove with a significant challenge — their homegrown subscription program wasn’t succeeding. The company wanted to relaunch the program using Ordergroove’s platform, with a focus on an improved customer experience. They also sought to dramatically grow Average Order Value (AOV).
After an in-depth discovery phase, the brand implemented Ordergroove’s subscription platform and incorporated our best practices. The brand’s new subscription program made it easy for customers to subscribe to their favorite products and control the cadence of their subscriptions. To drive customer adoptions, they offered 10% and 15% off subscriptions, as well as free shipping.
To grow AOV, the brand implemented Ordergroove’s Instant Upsell feature. With one click, subscribers can quickly add items to their upcoming subscription orders. Instant Upsell acts as a membership experience where shoppers get a perennial discount on any additional items added to their subscription orders. This feature encouraged customers to try new products and shop more frequently with the brand.
“Ordergroove’s seamless integration and user-friendly interface made it really easy for our brand to kick-start its auto-replenishment program. The Ordergroove team has been a great partner in helping us identify quick UI changes to enhance the uptake of the program.”
The brand’s relaunched subscription program was a success. A year-over-year analysis showed an increase in customer demand for their subscription offerings and an increase in subscription revenue.
To achieve these results, the brand worked closely with Ordergroove to run A/B tests for their promotions and held regular business reviews to optimize their subscription program for the market.