Since launching their subscription programs, both CBDistillery and Hawaii Volcanic have seen impressive results.
CBDistillery achieved their yearly subscription revenue goal in just 90 days and has an 89% retention rate. Meanwhile, Daniel says that Hawaii Volcanic’s opt-in rate for new subscriptions is higher than what he’s experienced at other companies and that the program’s cancelation rate is significantly lower than the industry average.
A large percentage of CBDistillery and Hawaii Volcanic’s ongoing success can be attributed to their retention efforts. Below Daniel and Ellese break down how they keep customers coming back for more.
Offer subscribers flexibility
Through customer research, Hawaii Volcanic learned that offering subscribers flexibility drives strong relationships
For example, Daniel says that he’s learned that customers might love Hawaii Volcanic’s product, but changes in their daily lives mean they don’t always need a constant supply of water deliveries.
“Some of our customers go away for vacation or travel and don’t drink as much water,” he says. “We give subscribers every opportunity — and make it easy for them — to change their subscription whenever their life changes. With Ordergroove, we made it easy for them to pause or skip their subscription if they need to.”
While it might seem counterintuitive, Eddie says that giving shoppers the gcash databaseability to pause or skip orders is a valuable capability. In the long run, it’s better to retain a subscriber than to lose out on one order.
Treat subscribers like VIPs
In addition to offering flexible subscriptions, Daniel says that merchants can succeed by adding more value to their subscriber experience.
“We make sure our subscribers feel like VIPs,” he says. “Anytime we release a new product, we give them the first shot before anyone else can purchase. We give them the best deals as well. Whenever we run promotions, we try to do exclusive offerings just for our subscriber base.”
CBDistillery also focuses on delivering a superior customer experience. Ellese personally contacts customers who have canceled their subscription to resolve issues.
“We’ve had a great response from that,” she says. “It’s tedious and it takes time, but it has enhanced the customer experience. It really makes customers who are subscribers feel like VIPs. For those who commit to us for the long term, we really go the extra mile.