Livingood Daily is a high-growth supplement brand. Livingood Daily's store was one of Loop's early large-scale migration from Recharge. The Loop team migrated ~130k subscribers via an API-based migration in 22 days.
After their migration, Loop's customer success manager began working with Livingood Daily's eCommerce and customer experience team on subscriber retention campaigns.
The retention work kicked off with three initiatives:
Impact on churn: Livingood Daily's team reports the overall churn rate moved from ~10% (when they migrated back to Loop) to 2.26% (at the time of writing this case study) after implementing these three initiatives on Loop.
Results reflect Livingood Daily's measured experience; outcomes vary by brand, vertical, product, and implementation
Here's how the Livingood Daily team and Loop set up these retention initiatives.
The team set up an exit survey to collect the reason behind why subscribers wanted to discontinue.
The Livingood Daily team then segmented cancellation reasons across multiple dimensions. The top two reasons were ‘Already have enough stock’ and ‘Too expensive to continue’.
An in-depth analysis of the detailed cancellation remarks within "Other reasons" surfaced that a majority of subscribers liked the product but wanted to pause to save money and return later.
Based on a word map of the cancellation remarks under "Other reasons," the Livingood Daily team also experimented with the language of the cancellation reason options inside the exit survey.
Most cancellations happened right after the first order or between orders 2–4.
This data tied into the exit survey results: most subscribers felt they had enough product on hand after the second order.
Based on the analysis, the team created personalized retention campaigns for two subscriber segments:
The Loop team's Slack channel with the Livingood Daily team is active with subscriber engagement ideas. Dr. Livingood is a hands-on founder and participates directly in these discussions.
Loop's cancellation flow supports embedded video. Dr. Livingood recorded a personalized video message for the target subscriber segment, framing the long-term health benefits of staying subscribed.
Livingood Daily's team measured a 13% reduction in churn rate from the target segment in the 30 days following the addition of the personalized video inside Loop's cancellation flow.
There was also an uptick in subscribers opting for alternative actions. Livingood Daily reports approximately 4% of subscribers in the target segment chose to pause, skip, or delay instead of cancelling.
This approach has informed similar experiments by other founder-led brands — several have reported reductions in cancellations after adding personalized founder videos
The Livingood Daily team created two incentives to gamify the journey of subscribers reaching their second order.
Using Loop Flows, the team set up a rewards system applying an additional 5% on top of the existing 15% subscription discount — a total of 20%.
The discount applies automatically to the third order of the ongoing subscription.
This was set up using IF-THEN conditions inside Loop Flows. The team also enabled a secondary milestone reward for subscribers who complete 6 orders.
Using Loop's customer portal personalization, Livingood Daily set up a banner shown only after a subscriber completed 2 orders, with a motivational message encouraging continuation even when subscribers had product on hand.
Livingood Daily measured a 9% increase in the proportion of subscribers completing 5–10 orders after implementing the reward system inside Loop Flows, compared with the period before the reward was set up.
The incentive program correlated with longer subscription duration for this cohort.
From the exit survey analysis, one of the top three reasons for cancellation was finding it expensive to continue.
To incentivize these subscribers to continue, the Livingood Daily team offered a one-time coupon code for 10% off the next order only, delivered through the offers section inside Loop's cancellation flow.
How the final personalized cancellation flow looked in action:
For a DTC brand operating at Livingood Daily's scale, understanding the reasons behind cancellations is foundational. A customized exit survey can help surface those reasons.
From there, experimentation with different forms of subscriber engagement — personalized videos, milestone rewards, surprise gifts on certain occasions is what moves the needle. Tracking the impact of each engagement on churn is the final step, and Loop supports all of this in one place.
.png)
.png)
