Alleyoop is redefining beauty with efficient, multi-functional products, so you can spend less time getting ready and more time living life to the full. As they like to say, they’re “on a mission to reinvent the beauty game with efficient tools that empower you to get in, get out, and make moves that matter — because you matter.”
Challenges
Alleyoop’s business continues growing, but like many subscription brands, the team was itching to find a solution that allows them to test new ways of maximizing the AOV and LTV of their existing enthusiastic subscriber base. They were also seeking clarity in their subscription data – so they could understand more deeply how their subscription business was performing.
The Solution: Stay AI
Alleyoop switched to Stay Ai in 2022. They now leverage Stay’s suite of features to offer subscribers VIP discounts, exclusive promotions, and beautifully branded email notifications – all contributing to the brand’s impressive 27% growth in recurring subscription revenue in 2023. The team especially loves Stay’s Customer Portal, which features a dynamic product carousel highlighting products available for one-time add-ons. They can then track the revenue generated from these add-ons directly in Stay’s dashboard, alongside related metrics such as average subscription revenue and recurring subscription revenue.
“Stay AI is a no-brainer for any brand that wants to crush it with subscriptions. So many other apps lack in functionality and features where Stay shines. We're huge fans!”
Autumn Knudson Senior CRM Manager, Alleyoop
Strategy
Here are just a few of the strategies the Alleyoop team has implemented to result in such incredible growth!
Offering Subscriber-Exclusive Discounts for One-Time Add-Ons: One of the ways Alleyoop engages its large subscriber base is by offering their subscription discount on current subscribers’ one-time add ons. With this strategy, the Alleyoop team is able to increase subscriber AOV, enhance LTV and subscriber loyalty by offering a VIP experience, and boost subscriber acquisition by offering a tangible sub program benefit.
Displaying One-Time Add-Ons in the Customer Portal: Stay Ai’s no-code solution allows Alleyoop to select which products they’d like to offer and display as one time add-ons in the customer portal. The add-on carousel populates these items front and center, making the items and their associated discounts easy to view at a quick glance. It’s the perfect way to introduce new products for customers to fall in love with and add to their beauty routine!
Upselling Customers from One-Time-Add-On to Recurring Subscription Products: Alleyoop’s beauty products are fan-favorites, and they often see those one-time add-ons turn into recurring subscription add-ons once customers try them out. Using the same carousel, after a customer has tried out the product, they can then add the product as a recurring order along with their existing subscription. The team can easily send emails to customers encouraging the upgrade from one-time purchase to ongoing subscription leveraging Klaviyo Quick Actions, as well as the in-app email builder.
Results
In 2023, Alleyoop has seen massive growth in their subscription program – boasting 39% growth in subscription cart revenue, 27% growth in recurring subscription revenue, and a 58% growth in add-on revenue.
Needless to say, add-on products – as well as Stay’s comprehensive suite of subscription features – enable brands to boost the core subscription KPI’s.