GUUD Woman is a Belgian company founded in 2020 by Morgane Leten and Jan Deruyck. After Morgane was diagnosed with Polycystic Ovary Syndrome (PCOS) and found limited medical solutions, she retrained as a Nutrition and Fertility expert. Through lifestyle changes and the right supplements, she managed to alleviate her symptoms and aimed to help other women facing similar challenges. Together with Jan, they established GUUD Woman to provide effective, natural solutions for women's hormonal health.
What sets GUUD Woman apart is its commitment to quality and authenticity. Their supplements are manufactured in Belgium, using active and natural ingredients scientifically proven to support menstrual health. The formulations are developed by pharmacologists and approved by experts, ensuring products free from chemical fillers and artificial colorings. Beyond products, GUUD Woman offers expert guidance and a supportive community, empowering women to understand and manage their menstrual cycles effectively.
For GUUD Woman, increasing their subscription base was a key priority. Their products are designed for recurring use, making subscriptions a natural fit for long-term customer engagement and business growth. Like many eCommerce brands, they aimed to build a steady revenue stream through subscriptions, allowing them to reinvest in scaling their business. However, they faced a significant challenge—only a small percentage of one-time buyers (OTP) were converting to subscribers. Despite strong initial sales, too many customers were not making the switch, leading to missed opportunities for recurring revenue.
Recognizing the potential to convert OTP customers into loyal subscribers, GUUD Woman needed a solution to bridge the gap. Even a slight increase in conversions would lower subscriber acquisition costs and create a more predictable revenue stream. That’s where Relo stepped in—helping GUUD Woman identify the right customers at the right time and streamline the transition to a subscription model, making it as seamless as possible.
Margaret Huz, Head of CX & Operations, GUUD Woman, commented on the problems faced before Relo.
For GUUD Woman, unlocking subscription growth wasn’t just about offering a great product—it was about knowing exactly when customers were ready to subscribe. Without a predictive tool, this process was slow, relying on manual analysis and incomplete data.
Relo made it simple. By connecting to their Shopify store, GUUD Woman quickly identified the customers most likely to subscribe in the next 30 days. Relo’s smart algorithms analyzed buying patterns, frequency, and customer trends, taking the guesswork out of the equation.
(Relo works seamlessly with all modern Shopify subscription apps, including Recharge, Smartrr, and Skio. Have a question about another subscription platform? Email us here.)
Now, instead of spending hours crunching numbers, the team could focus on building stronger relationships with customers and growing their recurring revenue.
Here's a sample of GUUD Woman’s customer predictions (anonymized). In just minutes, they had a precise list of who to target, when, and with which product.
Margaret Huz, Head of CX & Operations, GUUD Woman
GUUD Woman had the data, but the real challenge was turning it into action at the right moment. With Relo, they seamlessly sent customer insights to Klaviyo in just a few clicks, triggering email and SMS flows exactly when customers were most likely to subscribe. This made it easier than ever to guide one-time buyers toward a subscription. In fact, with Relo, GUUD Woman set up a brand-new “upgrade to subscription” flow in minutes—boosting recurring revenue without extra manual effort.
GUUD Woman knew that identifying customers who were ready to subscribe was the first step. The real challenge? Converting that intent into action. Their old system created unnecessary friction—leading customers from an email CTA through multiple pages, only to land on an empty checkout. Many potential subscribers dropped off along the way.
Relo’s Magic Cart changed that. Now, GUUD Woman can offer:
Thanks to Relo, every email CTA leads straight to a Magic Cart, making it effortless for customers to subscribe in just two clicks. More subscriptions, less friction, and a better customer experience—GUUD Woman is now converting more intent into action than ever before. Let’s explore Natascha’s journey to see how this works.
When the customer clicks on the "SUBSCRIBE NOW/Abonneer nu" CTA above, they will be taken to their Magic Cart here:
Margaret Huz, Head of CX & Operations, GUUD Woman
With Relo, GUUD Woman saw a significant increase in new subscribers from OTPs. By predicting when customers were ready to buy, syncing data to Klaviyo, and using Magic Cart to drive conversions, they boosted recurring revenue with little extra effort.
Relo’s "Upgrade to Subscription" flow became their #1 performing Klaviyo flow, making it a key driver of their subscription success.
Here are the key KPIs GUUD Woman improved by integrating Relo into their subscription strategy:
