Snackfully was founded in 2020 by Tom Mckechnie as the DTC operation of a large food & beverage distributor that had grinded to a halt during the pandemic. Whilst stores were closed, their customers wanted an easy way to get their hands on Snackfully’s products whilst working from home. Snackfully quickly created a Shopify store and have scaled rapidly since.
However, like many DTC brands, Snackfully has entered 2022 fighting against rising customer-acquisition-cost (CAC), iOS updates and supply chain issues that have restricted their growth. This has placed more pressure on Snackfully to increase their repeat revenue as a lever of growth and profitability.
Snackfully struggled to get one time customers to buy again through their standard email and SMS flows. They knew there was lots of opportunity to increase this, and even a small increase in conversion could be really impactful on their focus to increase repeat revenue in 2022.
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Snackfully’s approach to their repurchase flow was not dissimilar to many other DTC brands:
However, this standard flow missed a few key aspects for Snackfully to really deliver the results they’re after.
Consumer’s repurchasing timeframes differ dramatically based on a number of factors such as:
Due to this, an arbitrary time frame trigger (such as 30-days post order) doesn't align with when a customer is ready to repurchase.
However, Snackfully were held back because they didn’t have the data to target customers at the exact time they were ready to order. Unfortunately, Klaviyo doesn’t have that functionality out of the box.
This caused the wrong customers to be targeted at the wrong times, pulling down conversion and causing friction in the customer journey.
Sending customers back to a product page that is optimized for first-time customers (with reviews, usage tips, and other products) immediately reduces conversion because of the influx of information that a returning customer doesn’t need nor want. This creates unnecessary friction for a returning customer to navigate to the site, to the product page, through the cart and then finally to checkout, causing unnecessary churn. Therefore, all of Snackfully’s hard work to get customers back on site was being wasted when customers then didn’t convert once they hit a clunky product page.
However, building out and testing custom landing pages for each product is extremely costly and time intensive, something Snackfully didn’t have the resources or insights to execute on.
Snackfully used Relo to solve two main pain points;
Firstly, Snackfully synced Relo to their Shopify to automatically generate predictions for when their customers were going to reorder. These predictions were built on a per customer basis, taking into account the product each customer ordered previously, the amount of product order, the number of orders they’ve had previously and any seasonality changes. Example data:
Relo then automatically synced those predictions straight to Snackfully’s Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Lastly, Snackfully added Relo’s unique Magic Cart Feature to reduce all friction for a customer to purchase. Magic Cart is a hyper-optimized mobile-first landing page that is personalized to each individual customer. Magic cart is...
With these changes, Snackfully was able to dramatically increase their repeat revenue through this flow. Not only did they achieve a 12x ROI, which translates to a 17% better conversion of their previous repurchase flow in Klaviyo, but their reorder flow became their most revenue generating flow they have running - showing the impact that using Relo and creating a frictionless experience can have.
