How Ursa Major increased their Recharge subscribers by 17% each month with Relo

OTP to Subscriber rate
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 Ursa Major

Ursa Major was born from founders Oliver Sweatman and Emily Doyle's experience of leaving New York City to move to Vermont and experinecing a profound change in their health and wellness:

"Ten years ago we moved from New York City to the mountains of Vermont to simplify our lives and be closer to the great outdoors. It didn't take long to notice the effects of our new, healthier lifestyle: mind, body, spirit and skin - all changed for the better. Inspired by adventurous days on the trail, we created Ursa Major to help others - no matter where they live - get that "healthy mountain glow".Pure, powerful and refreshing, our forest-infused formulas harness nature's most effective ingredients to help you achieve clear, healthy skin."

Ursa Major has since grown rapidly into a nationally renound skincare brand with multiple ranges of healthy and natural products.

The Problem

A key focus for Ursa Major was to increase the amount of subscribers they had as it formed a core part of their overall eCommerce strategy. As with many DTC brands, Ursa Major 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 Ursa Major 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 Ursa Major to overcome the issues with identifying and targeting those customers ready for a subscription, and making the transition easy. Here's Linley Shaw, Head of Retention at Ursa Major, commenting on the problems faced prior to Relo:

“It’s always been difficult for us to retarget first-time customers and understand whether they are a customer who just wants to buy the same product, is likely to try something new or is a value customer where a subscription order would be the right fit for them - this data isn’t readily available.”

Linley Shaw, Retention Manager

Ursa Major

How Ursa Major 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.

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

“Relo really takes the brunt work and stress off of knowing when to target those customers and which products to do that with.”

Linley Shaw, Retention Manager

Ursa Major

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

Better conversion with Magic Cart

Once Ursa Major 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 Ursa Major 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 Lea clicks on the "subscribe now" CTA above, they would be taken to their Magic Cart here:

“I think the team has been really fun to work with, to be honest. And yeah, they're super collaborative and iterative and I'm excited to see grow as they grow for us to grow with them as well.”

Linley Shaw, Retention Manager

Ursa Major

The results

By implementing Relo, Ursa Major were 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 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 Ursa Major's top performing Klaviyo flows.

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

  1. Increased OTP to subscription by 17%
  2. Top performing Klaviyo flow
  3. 6x ROI

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