How Forthglade increased new Recharge subscribers by 26% with Relo

Increase in new 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 Forthglade

Forthglade began way back in 1971, when Basil Palmer & Doug Wilkins saw an opportunity to deliver good quality natural food to pet shops, kennels & breeders having had experience in the meat-sourcing industry. Here's a great look a their key milestones.

Starting from humble beginnings with their first ever product of frozen tripe, Forthglade has matured over the last 50 years into an entire range of dog food. Forthglade are now amongst the most well regarded and omnipresent pet-food brands in the UK, with distribution across retail and eCommerce with their 80 person strong team.

The Problem

A key focus for Forthglade was to increase the their online subscribers, as the pet-food is a linear used product that really lends itself to an ongoing subscription model. As with many eCommerce brands, Forthglade have 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 Forthglade 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 Forthglade to overcome the issues with identifying and targeting those customers ready for a subscription, and making the transition easy. Here's Jessie Cox, Digital Marketing Manager, commenting on their aim prior to Relo:

“We were looking for new ways to convert our one time customers onto our subscription model but wanted to ensure this was targeted and showed the right content at the right time.”

Jessie Cox, Digital Marketing Manager


How Forthglade 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.

Forthglade integrated Relo to their Shopify store to create a targetable list of customers that were ready to move from their OTP's to a Recharge 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 Forthglade (Anonymised). Within minutes, they had a really specific list of who's ready to target, when, and with which product:

“Positive impact so far as acquiring more subscription customers through the flows and ability to highlight the benefits of our subscription model to customers who are likely to want to switch.”

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

Here's Liz Wright from Forthglade's email agency, Paase, commenting on the impact of Relo:

“Relo have taken away the need for guess-work when it comes to targeting repeat customers and subscription reminders at the right time. Rather than a lengthy period of analysis and A/B testing to identify the ‘sweet spot’, Forthglade were able to get email automations up and running swiftly to start generating revenue from day one.”

Liz Wright, Customer Success Manager

Paase Agency

Better conversion with Magic Cart

Once Forthglade 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 Forthglade 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 Magic Cart link after they click on the CTA in the email:

When they click on the "subscribe now" CTA above, they would be taken to their Magic Cart here - including easy subscription access, add-on products, and a 1-click Shop Pay link:

Here's Liz Wright from Forthglade's email agency, Paase, commenting working with the Relo team:

“The Relo team are quick to implement and provide optimisation suggestions based on their wealth of knowledge. They’re also always at hand to answer any questions or bounce ideas around.”

Liz Wright, Customer Success Manager

Paase Agency

The results

By implementing Relo, Forthglade were able to increase the amount of new subscribers gained by by 26%! 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 Forthglade's top performing Klaviyo flows.

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

  1. Increased OTP to subscription by 26%
  2. Top performing Klaviyo flow
  3. 26x ROI

Here's Jessie Cox, Digital Marketing Manager, commenting on what Forthglade like most about working with Relo:

“We love the ability to trial the platform first and prove results, support from team, and obviously the performance!”

Jessie Cox, Digital Marketing Manager


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