The Challenge
A probiotic supplement brand experienced a noticeable sales decline, primarily due to a lack of focus on Subscribe & Save and short-term profit optimisation. Without a steady influx of repeat customers, revenue became overly reliant on one-time purchases, leading to inconsistent performance and stagnating growth.
Our Approach
To address this, we implemented a long-term strategy designed to increase S&S adoption and improve customer retention:
- Increased Ad Investment for customer acquisition – we boosted ad spend strategically to attract new customers and feed them into the S&S funnel.
- Ad Campaign Restructure – instead of focusing purely on volume, we optimised campaigns around conversion rates to improve efficiency and lower cost-per-acquisition, despite some keywords being more expensive and driving higher ACoS
- Aggressive Discounting Strategy – to encourage customers to opt for subscriptions rather than one-time purchases, we introduced subscribe & save coupons and targeted deal campaigns.
- Display Remarketing – we leveraged display ads to re-engage previous buyers and convert them into long-term subscribers.
- Customer lifetime value analysis – by analysing the true long-term value of a subscriber, we refined our bidding and budget allocation to prioritise high-value customers
The Results
Our targeted approach successfully reversed the downward trend, with both subscriber count and revenue showing year-over-year growth (up from a 20% decline). By shifting focus toward retention and recurring revenue, the brand has built a more sustainable foundation for long-term profitability. Year-on-year revenue and profitability increased from -10% to +5% as a result, and continues to grow sustainably.
