How Equinutritive increased their monthly new subscribers by 52% with Relo

52% increase
In 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 Equinutritive

EquiNutritive was founded by Alexandra Frazer, an Equine Scientist and Nutritionist who is obsessed wit equine gut health (closely followed by every other part of horse health!).

Equinutritive set-out to create the very best quality supplements for horses that they really work. Having spent decades owning horses, they know what they're talking about. Before Equinutritive launched their products, there was always a vicious cycle of multiple balancers and supplements, which leaves most owners overwhelmed and anxious about the feeding process. With Alexandra's time over the last 15 years of owning, retraining and loving a herd of ex-racehorses, she set out to disrupt equine nutrition with real science! 

The Problem

A key focus for Equinutritive has always been to increase the amount of subscribers they have, as it formed a core part of their overall eCommerce strategy. As with many DTC brands, Equinutritive 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 who had ordered OTP (one-time purchase) had gone on to become subscribers, which provided both a large problem and opportunity to improve.

If Equinutritive 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 Equinutritive to overcome the issues with identifying and targeting those customers ready for a subscription, and making the transition easy. Here's, Kathryn McIntosh, Marketing Manager at Equinutritive, commenting on the problems faced prior to Relo:

“Our journey to get a customer onto subscription is really quite complicated. There are many different variables in place, such as the product they need, the quantity of product they need, how long it lasts, the box size they need etc. So we found it really difficult to every successfully implement flows ourselves as we had to make guesses and assumptions on a one size fits all approach. We also had never really managed to get successful up-sell flows in place, as again there’s no two products which fit together for every customer. ”

Kathryn McIntosh, Group Marketing Manager


How Equinutritive 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.

Equinutritive 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 Equinutritive. Within minutes, they had a really specific list of who's ready to target, when, and with which product:

“Relo allowed us to set up lots of new flows, predicting when a customer may be ready to subscribe or order again, based on their own data. We were able to take the guesswork out and actually use data to understand our customers better. It’s better for us, but most importantly it’s been better for the customer experience. We saw an increase in our subscription converter flows, our repeat buy and our cross sell flows. The uptake on those was basically non-existent. Since we moved to the relo platform to predict what the customer would be interested in based on their data, we finally saw an uplift in this which has been amazing. ”

Kathryn McIntosh, Group Marketing Manager


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

Better conversion with Magic Cart

Once Equinutritive 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 - 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 Equinutritive 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 Lea's Magic Cart link after they click on the CTA in the email:

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

“The platform has been great in the fact that it’s delivered us strong results in the first few months, but I’d have to say the customer service is what I like best. They have been so responsive, really taking time to get to know our business and challenges, and just making us feel valued. It’s been a really excellent experience. ”

Kathryn McIntosh, Group Marketing Manager


The results

By implementing Relo, Equinutritive were able to increase the amount of new subscribers gained from OTP's by 52%! The combination of prediction which customers were ready, syncing that data to Klaviyo, and converting to subscription via Magic Cart helped supercharge ecurring 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 Equinutritive's top performing Klaviyo flows.

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

  1. Increased OTP to subscription by 52%
  2. Top performing Klaviyo flow
  3. 22x ROI

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