NutriPaw Saw 3X Subscription Revenue Growth with Loop

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TLDR:

• Starting Point: 5% of revenue from subscriptions despite 40% from returning customers
• Scale: Mid-eight-figure pet wellness brand
• Solution: Implemented four strategic changes to subscription presentation and recovery
• Results:
  
  • 73.5% increase in subscription revenue over 9 months (28.6% of total revenue)
  • Increased % of first-time orders on subscription from 4% to 18-20%

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The Starting Point

It all began when Connor Westby, Co-Founder & Director of NutriPaw, and Piyush Jain, Founder & CEO of Loop Subscriptions, crossed paths at the BlueRibbon event in November 2023. A brief but impactful conversation sparked NutriPaw's clear intent to level up its subscription business.

Despite being a mid-eight-figure pet wellness brand with 40% of revenue driven by returning customers, NutriPaw's subscription program was contributing only 5% to their total revenue. This gap highlighted a significant opportunity: the brand had successfully built a loyal customer base, yet these repeat buyers weren't converting into subscribers.

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The Challenge

With a large percentage of returning customers, NutriPaw faced two critical challenges:

• Subscription Conversion Gap: 40% returning customers vs. only 5% subscription revenue
• Lost Subscription Recovery: No systematic approach to win back canceled subscribers

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The Solution

Working closely with Loop's Customer Success team, NutriPaw implemented four key strategies that would fundamentally change its subscription setup:

1. Default Subscription Option: Core Acquisition Strategy

Research shows the first order is the golden opportunity to convert customers into subscribers. Acting on this insight, NutriPaw made "Subscribe and Save" the default option on their product detail page (PDP) using Loop's widget.

Implementation:

• Made subscription the primary, pre-selected option
• Positioned one-time purchase as a secondary choice
• Captured customer intent at its peak decision moment

2. Widget Optimization: Addressing Purchase Hesitation

After multiple iterations, NutriPaw enhanced their subscription widget with three key elements:

Stack Multiple Savings:

• Combined base subscription discount with free shipping
• Added VIP perks to show cumulative value
• Displayed total savings prominently

Emphasize Flexibility:

• Prominently displayed subscription management options
• Highlighted pause and skip capabilities
• Reduced perceived commitment barriers

Highlight Core Value:

• Connected subscriptions to better pet care
• Emphasized convenience of regular deliveries
• Focused on pet health maintenance benefits

Looking for widget inspiration? Explore our Widget Template Gallery to see how leading merchants acquire more subscribers.

3. Welcome Gift Strategy: Increasing First-Order Conversions

To provide immediate value, NutriPaw offered a free welcome gift—one week's worth of dental sticks (worth £9.99)—for every new subscriber.

Strategic Benefits:

• Provided immediate tangible value
• Introduced customers to complementary products
• Created a positive first subscription experience
• Added urgency to the subscription decision

4. Reactivation Campaigns: Recovering Lost Subscribers

NutriPaw implemented targeted win-back campaigns using Loop's integration with Klaviyo, achieving a 40% reactivation completion rate.

Implementation Details:

• Pulled a list of all canceled subscriptions
• Sent targeted email sequences with special offers
• Implemented Quick Action URLs for one-click reactivation
• Created a frictionless re-subscription experience

This approach was particularly cost-effective, focusing on customers who:

• Were already familiar with their products
• Had previously shown subscription intent
• Required no new customer acquisition costs
• Had specific, addressable reasons for canceling

The Impact

Through these four strategic moves, NutriPaw transformed their subscription offering, achieving:

• 73.5% increase in subscription revenue over 9 months
• 28.6% of total revenue now from subscriptions
• Increase from 4% to 18-20% in first-time orders on subscription
• 40% success rate on subscription reactivations
• 25-30% growth quarter-over-quarter

Their journey demonstrates that with the right strategy, tools, and execution, significant subscription growth is achievable—even in a market where one-time purchases are the norm.

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Thinking about scaling your subscriptions? Let’s talk.