A Pup Above Decreases Churn by 20% While Boosting Conversion Rate by 124%

How A Pup Above Decreased Churn by 20% and Boosted Conversion Rate 124% with Stay AI & Lunar Solar Group

A Pup Above makes fresh human-grade dog food, packed with meat protein and healthy vegetables so that your dog can live their best life with every bite.

Challenges

A Pup Above struggled to incentivize first-time subscription purchases and wanted to empower customers to choose the exact products they wanted – and needed – for their pets. The team wanted to give customers the power to choose the exact products they wanted – and needed – for their furry friends without the hassle and expense of additional dev resources that their previous subscription providers had required – and with far less functionality. 

“A lot of our ‘pupstomers’ as we call them are very picky eaters and like to eat a mix of different textures and foods, and so a lot of them like to mix and match. We wanted to offer them something easy where they can pick whatever proteins or whatever they want because, with dog food, a lot of dogs have food sensitivities or allergies too. So it’s important that they get to customize what they get. That’s part of the reason why we wanted to offer it.”

– Kristen, Marketing Manager

To meet the needs of customers and their furry friends, A Pup Above required a custom bundle builder and a tailored subscription program. The team also sought to offer subscribers an exclusive reward experience without expending the resources and dev time needed to implement a full-fledged loyalty program.

Solution: A Fully Customizable Bundle Builder & Customer Portal

A Pup Above worked collaboratively with Lunar Solar Group and leveraged the capabilities of Stay AI’s customer portal and retention features to create a tailored subscription program that worked perfectly for their customers – and their furry companions.

Working with Lunar they designed and launched a new, fully customizable bundle builder through Stay AI that allowed subscribers to pick the products they wanted to create unique bundles in just a few clicks. This flexibility empowered customers to personalize their orders to be exactly what they needed to meet their pets’ dietary needs.

In a matter of months, the team’s customizable bundle builder offered a more engaging and tailored experience for subscribers that led to a 140% increase in bundle add-on revenue – while significantly boosting AOV. At the same time, these changes increased their conversion rate to 124% and slashed first-time subscriber churn.

“There wasn’t a lot of work or implementation needed on our end to get these custom bundles going. We provided the details we wanted to include and what the vision we had was, and Lunar and Stay AI took that and ran with it. Not before long, everything was a go.”

– Kristen, Marketing Manager

Creating a Comprehensive Loyalty & Rewards Strategy

Alongside a customizable bundle builder, A Pup Above wanted to create an engaging rewards program with exclusive incentives for subscribers – without adding a formal loyalty program to their tech stack.

By customizing post-purchase emails based on order number, A Pup Above could mimic the functionality of a more formal loyalty program that tracks subscriber purchases. Then, using Klaviyo Quick Actions, subscriber data could be updated in real-time to offer additional discounts, one-time upsells, and add-on items directly within post-purchase emails – and allow subscribers to redeem them in just a few clicks.

To make these loyalty emails really pop, A Pup Above worked with Lunar’s team to create a tiered reward system that tracked subscribers’ progress toward their next redemption with a visual tracker directly populated in post-purchase email messaging. This way, subscribers could track their “pup-gress” toward upcoming rewards and surprises:

For strategy around timing and type of rewards, A Pup Above leveraged Stay’s comprehensive churn analytics data suite to identify more insights around what offers were most compelling and “sticky” for their subscribers.

Using these data-driven insights and strategies,  A Pup Above saw a 20.25% decrease in MoM churn rate in their first 12 months. 

Data-driven Churn Insights

Leveraging robust churn data from RetentionEngine and comparing past data with current subscription performance, A Pup Above identified what offers were most compelling to subscribers and where – and why– subscribers were falling off. These insights allowed the team to effectively time compelling offers. 

As a result of these new data-driven subscription strategies, A Pup Above witnessed an over 20% decrease in MoM churn and grew its new subscriber rate by 14%.