Lolahemp - an artisanal quality CBD brand for dogs and cats - is dedicated to enhancing pets' well-being through natural remedies. Founded in 2018 by Joey DiFrancesco, the company was inspired by his rescue dog, Lola, who suffered from severe anxiety. After discovering the benefits of hemp oil for Lola, Joey decided to create Lolahemp to help other pets facing similar challenges.
The company's mission is to provide high-quality, pet-safe CBD products that improve pets' health and happiness. They source their hemp from a family farm in Colorado, ensuring the products are both effective and safe for pets.
Lolahemp also gives back to rescue organizations, helping fund medical bills and rescue efforts. Their commitment to holistic health and the therapeutic properties of the hemp plant sets them apart in the pet wellness industry.
For Lolahemp, one of their main goals was to grow their online subscription base. Since their product is designed for regular use, they saw subscriptions as a big opportunity to drive growth. Like many eCommerce brands, they focused on generating steady revenue from subscriptions, which gave them the flexibility to invest in scaling their business. However, when they took a close look at their customer journey, they discovered that only a small percentage of customers who made a one-time purchase (OTP) ended up subscribing. This was both a challenge and a big opportunity for improvement.
If Lolahemp could convert even a small portion of those OTP customers into subscribers, it would bring in a new stream of recurring revenue and lower the high cost of acquiring subscribers. That’s where Relo partnered with Slumber to tackle the issue of identifying and reaching customers who were ready to subscribe—and make the switch as easy as possible.
As Joey DiFrancesco, founder of Lolahemp, commented on the problems faced before Relo.
The first task was figuring out which customers were ready to subscribe. Normally, this would require a lot of time and effort, using complex data science to predict customer behavior. But with Relo, it only took a few minutes.
Lolahemp connected Relo to their Shopify store and quickly built a list of customers who were likely to transition from one-time purchases to subscriptions in the next 30 days. (Note: Relo works seamlessly with all modern Shopify subscription apps, such as Recharge, Smartrr, and Skio. Please email us here if you have a question about any other subscription software you work with.) Relo’s logic considers things like past buying habits, frequency, and trends among similar groups of customers.
Here’s a sample of LoaHemp’s customer predictions (anonymized). Within minutes, Lolahemp had a really specific list of who's ready to target, when, and with which product:
Joey DiFrancesco, founder of Lolahemp
So, you’ve got the list—now what? Relo makes it super easy to turn that data into action. With a few clicks, Lolahemp could send it directly to their Klaviyo account and trigger email and SMS flows right when their customers are most likely to subscribe. Lolahemp used Relo to set up a brand-new “upgrade to subscription” flow in minutes!
When Lolahemp identified customers ready to start a subscription and connected that data with Klaviyo, the next step was crucial: turning interest into action. However, the old system—leading customers from an email CTA through multiple pages to an empty checkout—added unnecessary friction to the journey.
Relo’s Magic Cart changed everything. With a focus on simplicity and user experience, Magic Cart allows customers to:
For Lolahemp, this means every Relo-powered email CTA now leads customers directly to a Magic Cart, making it effortless to subscribe in just two clicks. Let’s explore George’s journey to see how this innovation works.
When the customer clicks on the "SUBSCRIBE NOW" CTA above, they will be taken to their Magic Cart here:
Joey DiFrancesco, founder of Lolahemp
With Relo, Lolahemp achieved a 40% increase in new subscribers from OTPs. By predicting customer readiness, syncing data to Klaviyo, and driving conversions with Magic Cart, they experienced significant recurring revenue growth with minimal effort.
Relo’s “Upgrade to Subscription” flow has proven so effective that it is now one of Lolahemp’s best-performing Klaviyo flows.
Here are the key KPIs Lolahemp improved by integrating Relo with their subscription strategy:
