Business Challenge
Get PrettyLitter subscribers to stay longer. As they say, it’s cheaper to keep the customers you have than to acquire new ones.
Consumer Insight
Address the top cancel reason
Depth/odor/duration - 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.