After the tragic loss of a mutual friend, pals Sean and TJ met for a coffee looking for a way to preserve the legacy of their friend Glen ‘Bub’ Doherty. Glen had sadly passed away while serving as a SEAL in the CIA, and the pair wanted to create a business that would capture the adventurous and passionate spirit of their friend, while utilizing their skills in sports performance and marketing. Thus, BUBS Naturals was born - a health and wellness brand designed to help athletes, performers and everyone in-between perform at their best.
Fast forward 5 years and BUBS Naturals has grown to be a household name in the US specializing in collagen and MCT powder designed to help people feel great and do good. BUBS has a 29k strong Instagram community and over 5,000 active, monthly returning customers.
BUBS have always been focused on acquiring as many product subscribers as possible. As with many DTC brands, BUBS have built their business on repeatable monthly revenue from subscriptions. However, after looking at their customer journey, they came to see that very few of their customers that had ordered OTP (one-time purchase) had gone on to become subscribers, which provided both a large problem and opportunity to improve.
If Bub's could capture even a small percentage of those OTP's to become product subscribers, it would add an entirely new recurring revenue stream and reduce the heavy acquisition costs associated with acquiring a subscriber on their first order. This is where Relo teamed up with Bub's new subscription provider, Skio, to offer a flawless customer experience.
The first step was to discover exactly which customers were ready to move to a subscription. This would usually have been a very lengthly, manual, and complex step involving data science to define what we thought customers would do next. With Relo, this took minutes.
BUBS integrated Relo to their Shopify store to create a targetable list of customers that were ready to move from their OTP's to a subscription in the next 30-days. Relo uses logic like which products have been ordered, in which volume, over which timeframe, and how does that align with what other "lookalike" audiences have done before.
Here is an example of how those customer predictions looked for Bub's. Within minutes, BUBS had a really specific list of who's ready to target, when, and with which product:
However, once we have that list - what next? To make this audience as actionable as possible, Relo then seamlessly feeds that data into your Klaviyo flow's as a dynamic trigger - firing the SMS and email flow at the exact right time a customer is ready to try a subscription. Within a few clicks, BUBS had all of that data flowing into their Klaviyo account with a whole new "upgrade to subscription" flow:
Once BUBS had highlighted which customers were ready to try a subscription and connected that data to Klaviyo - the last step was conversion to a Skio subscription. The previously clunky experience where customers were taken from a CTA in a Klaviyo email, through to a product page, to a cart page and then an empty checkout wouldn't cut it here.
The last step in the journey is the where Relo's secret weapon comes into play - the Magic Cart. Magic Cart is a mobile optimised personalised cart-page that allows customers to easily convert to a Skio subscription with 2 clicks. The Magic Cart is:
For BUBS this meant that within every email CTA that Relo was powering, they could embed a Magic Cart Link for easy conversion straight to subscription. In this instance, let's have a look at Dmitri's Magic Cart link after they click on the CTA in the email:
When Dmitri clicks on the "subscribe now" CTA above, they would be taken to their Magic Cart here:
By implementing Relo, BUBS were able to double the amount of new subscribers gained from OTP's. The combination of prediction which customers were ready, syncing that data to Klaviyo, and converting to a Skio subscription via Magic Cart helped supercharge Bub's recurring revenue with almost no time investment required from their side.
The results were so impactful across the business, that Relo's Upgrade to Subscription flow has become one of BUBS top performing Klaviyo flows - even generating more revenue than usually very large volume flows like Welcome Series.
To recap, the core KPI's BUBS were able to move by combining Relo and Skio Subscriptions: