Veloforte is a UK-based nutrition brand offering energy bars, protein shakes, and gut-healthy bars. The brand has a strong repeat customer rate on their Shopify store.
In the early days, Veloforte's subscriptions came primarily from their most loyal customers. Through late 2022 and into Q1 2023, the brand's subscriber base grew substantially — a product-led growth pattern. Over 91% of Veloforte's 20,000+ product reviews are 5 stars, and their products are used by professional athletes.
Veloforte initially used Smartrr to manage their subscriptions. As their subscription program matured, the team started evaluating other platforms in the Shopify subscription category.
After migrating from Smartrr to Loop and implementing the initiatives below, Veloforte's team measured a 30% acceptance rate on a targeted discount offer presented to subscribers attempting to cancel after their first order.
Results reflect Veloforte's measured experience; outcomes vary by brand, vertical, product, and implementation.
Veloforte identified the following priorities for their next subscription platform:
“Fantastic onboarding experience. Platform super stable and the features are brilliant. Most importantly the support & dev team are reliable, agile and efficient. Brilliant experience.”
Veloforte evaluated alternatives in the Shopify subscription category and selected Loop. The features that informed the decision:
Bulk Actions automates repetitive subscription operations. The Veloforte team selected this as a primary criterion to save time on a lean DTC team
In Loop, price changes made in Shopify sync automatically into the subscription setup. Veloforte also valued Loop's inventory settings — particularly the ability to delay or skip subscriptions if Shopify inventory runs low against a product's best-before date.
Loop Flows supported the team's plans to personalize gifts and discounts to reduce first-to-second-order churn. Loop's Klaviyo integration also supported building subscriber segments inside Loop and triggering targeted campaigns inside Klaviyo.
The Veloforte team requested a reference call with another DTC brand of similar revenue scale on Loop. Loop's CSM team facilitated the introduction.
The Loop migration team created a personalized migration document for Veloforte and connected with them on Slack with daily updates through the migration process.
The first major task was recreating Veloforte's existing subscription widget. Loop's widget designer supports both standard and custom layouts; for Veloforte's design, the migration team used Loop's custom CSS feature.
Veloforte serves both UK and EU markets. Inside their customer portal, the team wanted to restrict UK product SKUs to UK customers and EU product SKUs to EU customers — separating the markets across one-time and recurring add-ons in the upselling section.
At the time of migration, this geography-based add-on restriction was not available in Loop and was added to Loop's product roadmap.
During the migration, Loop's migration team reviewed Veloforte's existing discount configuration. The team identified an issue in the previous setup where some eligible subscribers were not able to apply available discounts. After migration to Loop, Veloforte configured discount stacking rules to address this.
The Veloforte team and Loop's CSM team started multiple initiatives following migration.
Veloforte uses Loop's analytics to track subscription churn metrics, including cancellation rate between the 1st and 2nd subscription orders.
Following churn analytics review, Veloforte identified a target segment: subscribers cancelling after their 1st order with the reasons "Too expensive to continue" or "Want a different variety or product."
The team set up a targeted offer inside Loop's cancellation flow for this segment — an additional 10% off on top of the existing Subscribe & Save discount.
Veloforte's team measured a 30% acceptance rate on this offer — 3 out of 10 subscribers in the target segment accepted the offer as an alternative to cancelling.
Results reflect Veloforte's measured experience; outcomes vary by brand, vertical, product, and implementation.
Veloforte set up Loop's automated dunning feature within days of migrating, supporting tracking and recovery of revenue from failed card payments.
When Veloforte rolled out a new Shopify theme, Loop's customer success team supported setting up the subscription widget on the new theme.
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