S'moo is a women's health brand focused on balancing hormones, while in turn, improving mood, energy, skin, hair health and more!
With an AOV of ~ $55, S'moo’s top products like Ovary Good have helped women everywhere achieve optimal hormonal balance and feel their best selves again, from the inside-out.
Before migrating to Loop (trusted as one of Recharge's top alternatives), S'moo was dealing with a very high churn rate ~12%.
This was a source of high revenue loss.
Reducing churn for S'moo meant setting up a smart cancellation flow that would reduce churn rates. This was the process:
S'moo set up an exit survey at the time of cancellation with these 6 different reasons- Not satisfied with the product quality, No longer need the product, Already have enough stock, Too expensive to continue, Want a different product or variety.
Against each reason they also set up an alternative to cancellation: Swapping or skipping or delaying the subscription.
S’moo went one step ahead and embedded a GIF in the subscription benefits screen. This way whenever someone tried to cancel the subscription, they were shown this GIF.
They reminded subscribers of their existing subscription benefits. They have access to lowest pricing forever.
If they decided to cancel the subscription, they might lose on this benefit.
If the subscribers still decided to continue with the next steps in cancellation, an exit survey popped up asking them the reason for cancellation:
If someone selected that they wanted a different product or variety as the reason behind their cancellation, then the customer was offered the option to swap the product instead of cancelling.
S’moo was able to reduce its churn rate from 11% to 7% from mid-October to mid-November.
Using the swap option, S’moo was able prevent 3% of their total cancellations.
Reducing cancellations is easy when you have deep insights into customer activity.
Understanding the major cancellation reasons and offering alternatives against them results in reduced churn and saved revenue.
.jpg)
