Case study: benefit-natural-475-reduction-in-subscription-cancellation - Zyber

Benyfit Natural, a leading provider of raw dog food in the UK, embarked on a strategic journey with
Recharge Subscriptions to optimise user experience and conversion rates. 

Recognising the limitations of their custom subscription platform, Benyfit Natural made a decisive move to
transition to Recharge, aiming to overcome scalability challenges and enhance user subscription
management.

The Challenge.

As Benyfit Natural experienced growth, their customer service team encountered a surge in calls

from users seeking assistance with modifying their subscriptions. This increased demand strained

support resources, exacerbated by the limited functionality of their previous custom platform

which prevented users from making changes independently. 


Consequently, customers and staff faced frustration, leading to a high bounce rate and challenges in
meeting recurring revenue targets. However, the transition to Recharge Subscriptions alleviated these
issues by simplifying subscription management and enhancing the overall user experience. 

Leveraging Recharge's advanced features and integration capabilities, Benyfit Natural effectively tackled
various user intents, guiding potential customers from initial interest to subscription commitment while
unlocking new opportunities for growth and innovation.

Navigational Intent: Simplifying Subscription Management

Benyfit Natural prioritised navigational intent by streamlining the subscription management process, recognising the importance of simplicity and ease of use. 

Following the migration from a custom subscription platform to Recharge Subscriptions, subscribers experienced a remarkable reduction in friction when managing their subscriptions by introducing the password-less login feature. This enables users to bypass the need for a password once they log in, making it easy to manage their subscriptions.

With the implementation of the Affinity Customer Portal, subscribers could effortlessly swap or add products to suit their preferences and pause or skip their
subscriptions, leading to a seamless user experience and heightened customer satisfaction and retention.

Informational Intent: Empowering Informed Decisions

Benyfit Natural provided various educational resources and tools to cater to users in the research phase. 

The subscription landing page and dog food calculator tool equip users with the knowledge to make informed purchasing decisions. This focus on
informational intent empowered users and contributed to a deeper understanding of the product offerings, fostering trust and credibility

Transactional Intent: Personalised Engagement and Retention

Through seamless integration with Klaviyo, Benyfit Natural enhanced transactional intent by delivering personalised and engaging communications to its subscribers. 

By sending targeted campaigns and automating flow, Benyfit Natural effectively promoted additional products and special offers to existing subscribers. This personalised approach not only reduced churn but also stimulated add-on revenue, contributing to the overall growth of the business.

Commercial Intent: Incentivising Subscriptions

Benyfit Natural offers customers attractive discounts and rewards, such as a 20% discount on their first subscription order and ongoing savings on subsequent orders. This incentivisation strategy has effectively fostered long-term commitment and loyalty among the customer base. 

As a result, Benyfit Natural has witnessed a 24.3% increase in subscription sign-ups and recurring revenue within the first month of going live.