Curie increases subscribers by 153%

How Curie used automated legacy pricing to retain an existing subscriber base and boost new subscriber growth with Stay Ai.

Since its appearance on Shark Tank in 2022, Curie has been gaining popularity and a loyal customer base. Founded by Sarah Moret, this female-owned deodorant and personal care brand is named after the groundbreaking physicist and chemist, Marie Curie. 

Starting in 2019, Curie set out to create a line of deodorants that prioritizes clean ingredients without compromising on efficacy. The brand aims to provide its customers with exceptional experiences, by offering products with ingredients that are free from harmful substances like aluminum, parabens, and phthalates, among others.

Challenge

In light of a noticeable hike in the cost of raw materials, Curie was faced with a difficult decision to make. Earlier this year, after careful consideration and evaluation, they decided to increase the prices of several of their best-selling products by approximately 15%. Their first price increase since the brand started.

Prior to switching to Stay Ai, Curie had also faced several challenges with their previous subscription platform. Their customer portal was difficult to use, causing many customers to experience login issues. Additionally, the team had to rely on developers to make changes, and they lacked control over the portal, products, and banners. 

The Curie team wanted a more flexible platform that would allow them to make changes easily and A/B test products to make informed decisions.

Solution

By switching to Stay Ai, the Curie team gained the ability to have more control over their subscription platform. It gave them enhanced control over their portal, products, and banner edits they were looking for. More importantly, it helped them retain current customers by enabling them to grandfather into legacy pricing models, and attracted new ones interested in taking advantage of the legacy pricing before it increased. To ensure that their customers were not blindsided by the price increase, Curie was transparent and proactively communicated the news via email to their subscriber base. The email offered the subscribers the opportunity to lock in the old pricing before the new rates took effect, enabling them to purchase their favorite products at a lower price.

Stay Ai made the migration a breeze for the Curie Team. The team at Stay, in collaboration with Curie, utilized bulk updates and customized discount capabilities at the customer profile level so subscribers were able to try new products, make one time purchases, and even swap scents all at automated legacy pricing.

Results

Following their migration to Stay Ai, Curie experienced a remarkable surge in growth. They were able to increase their subscriber base by more than 77%, and in the last three months, they have grown their subscription base by 153%. What’s more, thanks to a seamless migration process, they were able to retain all existing subscribers and avoid any negative impact on their business.

Transparency and a dependable subscription partner were key to achieving these results. By openly and transparently communicating with their customers, Curie turned a potentially adverse situation into a positive one. They not only managed to maintain customer loyalty but also attracted new subscribers, demonstrating the power of proactive communication and customer-centric thinking in ecommerce.

Curie’s success story highlights the critical importance of having a reliable and efficient subscription management system in place. The brand’s decision to migrate to Stay Ai allowed them to overcome previous software limitations, attain impressive growth and retention rates, and establish themselves as a leading ecommerce subscription brand.