NutriPaw reports subscription revenue grew from 5% to 28.6% over 9 months

In conversation with

TL;DR

• 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:
  
  • 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:

1. Default Subscription Option: Core Acquisition Strategy

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
• Captured customer intent at the point of decision

2. Widget Optimization: Addressing Purchase Hesitation

After multiple iterations, the team 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 Loop's Widget Template Gallery.

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:

• 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.