![]() ![]() ![]() They turned to Ordergroove to give subscribers the control they wanted – a critical feature for building strong relationships over time. The desire to give subscribers more control finally pushed OLLY to migrate to a new subscription platform. They also didn’t want to make customers cancel their subscriptions and re-enroll if they wanted to switch products. OLLY wanted to offer customers the flexibility to skip a shipment if they had too much product. This power meant giving customers more control over their subscriptions. We wanted to put the power back in the customers’ hands,” OLLY’s DTC Manager Jennifer Peters said. But customers also wanted more flexibility. “We learned pretty quickly that not all customers were ready to commit to a quarterly subscription. This “one-size-fits-all” subscription approach didn’t improve customer retention and LTV the way OLLY had expected. OLLY’s initial subscription experience only offered quarterly shipments, a rigid requirement that didn’t give customers the flexibility they desired. Creating a ‘next-level relationship’ with customers But when their initial subscription provider failed to deliver the convenience and exceptional experiences their customers craved, OLLY knew they had to look elsewhere. ![]() Subscriptions made up the core of OLLY’s eCommerce investments, especially since most vitamin-taking consumers pop a supplement on a daily basis. The payoff was higher customer lifetime value (LTV) and better margins. For instance, customers with gut health issues could receive personalized content and offers that addressed their specific needs. Why keep investing in DTC? Because it gave OLLY better access to customer information, which led to more personalized experiences. When consumers began returning to stores post-pandemic, OLLY continued investing in their online shopping experience to shore up the relationships they had built there. But like many other brands, the pandemic spurred them to ramp up their direct-to-consumer (DTC) eCommerce game. OLLY – a six-year-old, break-out vitamin brand with legions of Millennial fans – is known for their brightly colored gummies, eye-catching packaging, and their mission to inspire lifelong healthy habits.īrick-and-mortar stores, most notably Target, launched OLLY into the public eye. ![]()
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