Starting Point: 5% of revenue from subscriptions despite 40% of revenue from returning customers
Scale: Mid-eight-figure pet wellness brand
Approach: Four strategic changes to subscription presentation and recovery, implemented on Loop
Results NutriPaw measured over a 9-month period after implementation:
73.5% increase in subscription revenue (subscriptions grew to 28.6% of total revenue)
First-time orders on subscription moved from 4% to 18–20%
Results reflect NutriPaw's measured experience; outcomes vary by brand, vertical, product, and implementation.
The Starting Point
NutriPaw's leadership and Loop's leadership met at the BlueRibbon event in November 2023. A conversation there sparked NutriPaw's intent to invest more in its subscription business.
Despite being a mid-eight-figure pet wellness brand with 40% of revenue driven by returning customers, the subscription program was contributing only 5% to total revenue at the time. This gap pointed to a clear opportunity: the brand had built a loyal repeat-buyer base, but those repeat buyers weren't converting into subscribers.
The Challenge
With a large percentage of returning customers, NutriPaw identified two priorities:
Subscription conversion gap: 40% returning customers vs. only 5% subscription revenue
Lost subscription recovery: No systematic approach to win back cancelled subscribers
The Solution
Working with Loop's customer success team, NutriPaw implemented four key changes to their subscription setup:
NutriPaw made "Subscribe and Save" the default option on their product detail page (PDP) using Loop's widget, on the view that the first order is a high-leverage moment to convert customers into subscribers.
Implementation:
Made subscription the primary, pre-selected option
Positioned one-time purchase as a secondary choice
3. Welcome Gift Strategy: Increasing First-Order Conversions
To provide immediate value to new subscribers, 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 subscribers to complementary products
Created a positive first subscription experience
Added a sense of timeliness to the subscription decision
4. Reactivation Campaigns: Recovering Lost Subscribers
The team built targeted win-back campaigns using Loop's integration with Klaviyo. Internal tracking logged a 40% reactivation completion rate from these campaigns.
Implementation Details:
Pulled a list of all cancelled subscriptions
Sent targeted email sequences with special offers
Implemented Loop's Quick Action URLs for one-click reactivation
Created a low-friction re-subscription experience
This approach focused on subscribers who:
Were already familiar with NutriPaw's products
Had previously shown subscription intent
Required no new customer acquisition costs
Had specific, addressable reasons for cancelling
The Impact
Over the 9 months following implementation, NutriPaw's internal measurements showed:
73.5% increase in subscription revenue
28.6% of total revenue from subscriptions (up from 5%)
First-time orders on subscription moved from 4% to 18–20%
40% reactivation completion rate on win-back campaigns
25–30% quarter-over-quarter subscription growth.
Thinking about scaling your subscriptions? Let’s talk.
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