How Chike Nutrition increased new Skio subscribers by 17% with Relo

OTP to Subscribers
Performing Klaviyo flow
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Relo integrates with all modern Shopify Subscription apps, including Recharge, Skio, Yotpo Subscriptions and Smartrr. Please email us here if you have a question about any other subscription software you work with.

About Chike Nutrition

Chike Nutrition is on a mission to energize and empower your potential. Makers of the original protein coffee in an assortment of flavors, Chike Nutrition is now a nationally distributed brand across North America, alongside a large focus online to cater for their growing community of health-conscious customers.

The Problem

A key focus for Chike Nutrition was to increase their online subscribers, as the product really lends itself to a habitual usage and this was a core part of their overall eCommerce strategy. As with many eCommerce brands, Chike Nutrition has really focused their eCommerce business on repeatable monthly revenue from subscriptions - allowing them to invest heavily in growing their entire operation. However, after looking at their customer journey, they came to see that only a small percentage of their customers who had ordered OTP (one-time purchase) had gone on to become subscribers, which provided both a large problem and opportunity to improve.

If Chike Nutrition were able to 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 Chike Nutrition to overcome the issues with identifying and targeting those customers ready for a subscription, and making the transition easy. Here's Shea Halloway, Campaign Manager, commenting on the problems faced prior to Relo:

“The issue we faced was that we never knew when the most optimal time was to push our Subscribe & Save program to our customers, let alone to one-time-purchasers.”

How Chike Nutrition solved this using Relo

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.

Chike Nutrition 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 (Note - Relo integrates with all modern Shopify Subscription apps, including Recharge, Skio, Yotpo Subscriptions and Smartrr. Please email us here if you have a question about any other subscription software you work with). Relo uses logic like which products have been ordered, in which volume, over which timeframe, and how that aligns with what other "lookalike" audiences have done before.

Here is an example of how those customer predictions looked for Chike Nutrition (Anonymised). Within minutes, they had a really specific list of who's ready to target, when, and with which product:

Syncing the data to Klaviyo

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, Chike Nutrition had all of that data flowing into their Klaviyo account with a whole new "upgrade to subscription" flow:

Better conversion with Magic Cart

Once Chike Nutrition had highlighted which customers were ready to try a subscription and connected that data to Klaviyo - the last step was conversion to 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 subscription in 2-clicks. The Magic Cart is:

  1. Mobile first
  2. Pre loaded with a recommended subscription frequency based on their OTP order history
  3. Personalized with add-on product recommendations
  4. Connected to a pre-loaded Shopify checkout
  5. Customized in a few clicks to your brand

For Chike Nutrition 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 this customers (Sara) Magic Cart link after they click on the CTA in the email:

When the customer clicks on the "subscribe now" CTA above, they would be taken to their Magic Cart here:

“Relo has been a HUGE help! Having them use our data + their knowledge to optimize send times have made it easy and mindless to gain new subscribers since onboarding Relo!”

The results

By implementing Relo, Chike Nutrition was able to increase the amount of new subscribers gained from OTP's by 17%! The combination of prediction which customers were ready, syncing that data to Klaviyo, and converting to subscription via Magic Cart helped supercharge 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 Chike Nutrition's top performing Klaviyo flows.

To recap, the core KPI's Chike Nutrition was able to move by combining Relo with their subscription set-up:

  1. Increased OTP to subscription by 17%
  2. 3rd top performing Klaviyo flow
  3. 16x ROI

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