Business Challenge
Customer churn | Churn analysis showed that one of our biggest retention problems wasn't driven by marketing, but rather product.
Results Snapshot: Retention Boost • +11% CVR
Consumer Insight
Top cancel reason was depth/odor/duration
The standard one-size-fits-all product didn't fit all consumers' needs. Some consumers (increasingly more as time went on) had extra large litter boxes that meant 1 standard bag of PrettyLitter wouldn’t fill deeply enough to provide adequate odor control, causing smelly litter boxes and cancellations.
Strategic Choice
Oversupply Direct-to-Consumer Litter Subscribers | Upgrade PrettyLitter's standard 4lb bags to 6lbs for direct-to-consumer customers who could not just go to the store to pick up extra if they needed to since PrettyLitter was only sold online at this time.
Develop Perfect-Fit Branded Litter Box | Eventually, I developed a free gift to drive urgency at conversion and address the depth/odor retention issue: a custom branded PrettyLitter litter box that fit one bag of litter to a perfect depth.
Results
Retention Lift | The 4 to 6 lb swap at the same price more than paid for itself in retention lift and became our new product size standard.
+11% CVR | The new custom litter box was so brand-value aligned that it drove an 11% BOOST in conversion rate when included as a DTC upsell (when we would otherwise expect upsells to be a tradeoff for lower conversion).
Deliverables
• Surface cancellation reason insight
• Advise on product poundage per pack
• Develop custom litter box
• Develop and execute GTM for custom litter box (free gift and upsell)
Cross-Functional Influence
• Partner with R&D to develop new pack sizes and custom litter box.
• Partner with finance on new size economics. What retention lift would we need in order to cover the extra 2lbs of litter we’d be shipping?
• Partner with Customer Experience on messaging for the bag size shift.
• Partner with Lifecycle Marketing and E-commerce to add the litter box as an upsell
Epilogue
Additional retention efforts were undertaken in order of the population size of the churned group.
Odor/duration: Created an improved onboarding program with instructional messaging at key education moments, including video demonstrations, graphic explainers, and surfacing access to Customer Experience.
Oversupply: Added a pause subscription button.
Cat Passing: Gave a super sweet send off so PrettyLitter is top of mind when it's time to come back.