TL;DR
Feals replaced its legacy subscription platform with Stay AI, then used RetentionEngine, Quick Actions, and a branded Customer Portal to convert engagement into revenue. During the Green Apple launch, Feals achieved +458% add-on revenue (2 months) and +26% subscription reactivations (first 2 weeks of the launch).
The Challenge
Feals’ subscription program had outgrown its legacy platform: daily troubleshooting, rotating account managers, token & start-date data issues, and limited strategic retention tooling. The team needed an operationally reliable partner and cohort-level retention tooling so they could stop firefighting and start building better subscriber experiences.
The Solution: Implement Stay AI, Leverage Quick Actions, and Launch New Flavors
1. Migrate & stabilize
- What was done: Stay’s onboarding team migrated payment tokens to Shopify, cleaned subscription start-date data, and validated end-to-end flows with a small trickle of real orders before full launch.
- Why it mattered: Removing ops risk ensured that launches and retention experiments wouldn’t break the subscriber experience — letting Feals shift resources from firefighting to growth.
- Proof: Migration completed quickly with no subscriber downtime and smooth data integrity — Feals described the migration as “seamless.”
“The Stay team was very attentive and responsive throughout the [migration] process… The ease of the migration process and the overall support really helped validate our decision to move to Stay.”
– John Narducci, Lifecycle Marketing Manager, Feals
2. Instrument retention (RetentionEngine: surveys, cohorts, smart saves)
- What was done: Feals has been leveraging RetentionEngine for years. With Stay, the team runs effective cancellation surveys, tracks cohort analysis in Stay’s Dashboards, and enables AI-powered save-treatments to identify and auto-serve the highest-performing save offers.
- Why it mattered: Understanding why subscribers churn (e.g., “not going through product fast enough”) let Feals design targeted saves (delays, swaps, messaging) and tailor experiences by SKU — improving the chance of retaining at-risk subscribers.
- Proof: Save rates have trended >12% over a recent 3 month period; cohort analytics validated pricing and offer experiments.
3. Ship frictionless actions (Quick Actions / URL Builder)
- What was done: Built Quick Action links (one-click add-on, pause, swap, reactivate) and embedded them across lifecycle emails, campaigns, and the Customer Portal.
- Why it mattered: With a stable platform and clear retention signals, removing conversion friction lets subscribers act immediately on tailored offers — increasing the velocity and conversion of engagement moments.
- Proof: Quick Actions powered the Green Apple launch and ongoing campaigns; Feals recorded +26% reactivations in the first two weeks of the launch.
4. Convert via the Customer Portal (branded UX + shoppable banners)
- What was done: Use the Customer Portal to deliver on-brand portal banner ads and compelling, easy-to-use CTAs (e.g., “Get it now”). The Green Apple gummy flavor launch included targeted one-click add-ons with the customer portal banner ad.
- Why it mattered: The portal is a trusted, high-intent place to present offers; combining high intent with low friction yields significant conversion lift for product launches and promotional pushes.
- Proof: While Green Apple was featured in the portal for two months, add-on revenue rose +458%, and add-ons attributable to the portal banner increased +316%. Portal micro-metrics over six months include “Get it now” +35%, reactivations +84%, gift next order +25%, swaps +26%.
5. Experiment & scale (RetentionEngine pricing test + ExperienceEngine planning)
- What was done: Ran a cohort-level pricing experiment in RetentionEngine (lowering the subscription discount from 30% → 20%). Feals will use ExperienceEngine to A/B test offers, free-gift mechanics, and order-tier promos, and will pilot Digital Punch Cards to validate loyalty mechanics.
- Why it mattered: The RetentionEngine pricing experiment validated the data-first approach: use cohort analytics to confirm what increases revenue per subscriber without harming retention. Going forward, ExperienceEngine will let Feals safely A/B test incentives and loyalty mechanics at scale so they expand only the offers that demonstrably improve revenue and retention.
Proof:
“Tracking churn in the cohort analysis section of Stay’s dashboard was a critical part of the puzzle. After lowering our subscription discount from 30% -> 20%, we kept a close eye on subscription cohorts to see what impact it had on revenue per subscriber and subscriber stickiness. After the initial test, we had found it significantly increased our revenue per subscriber because of the lower discount/higher AOV without hurting any other metrics.”
– John Narducci, Lifecycle Marketing Manager, Feals
Feals has also said they are “excited to further test ExperienceEngine and the ability to offer free products at specific order tiers,” and they plan to explore Digital Punch Cards as a future loyalty pilot.
Results
- +458% add-on revenue while Green Apple featured in the portal (2 months). +316% add-ons attributable to portal banner. +26% reactivations in first two weeks of launch.
- +150% active subscribers over two years after infrastructure and retention improvements.
- Save rates >12% (over 3 months) from RetentionEngine cancel-flow optimization.
- Portal micro-metrics (over a 6 month period): “Get it now” +35%, Reactivations +84%, Gift next order +25%, Product swaps +26%.
