Ava Estell Launches a Paid Membership Program to Improve Retention and Cash Flow: Members Spend 71% More!
Client
Ava Estell
Industry
Skincare
About Ava Estell
In the realm of wellness brands, Ava Estell has carved out a distinctive niche, championing natural products tailored with melanin in mind. Over a span of three years, the brand went viral, surpassing 8-figures in annual sales.
The Challenge
In the summer of 2023, Ava Estell executives were looking to raise more capital to fuel further business growth, they knew investors would be looking closely at two metrics: recurring revenue and cash flow. The team led by Shivook, an agency with expertise in conversation rate optimization, was on a quest to find the right subscription solution for the business.
They evaluated traditional product subscriptions but one part was missing: building a long-lasting relationship with Ava Estell’s loyal and engaged community of shoppers. Instead of building a transactional relationship between a shopper and a product, the team wanted to build a relationship between its shopper and the Ava Estell brand.
Solution
After learning more about the membership subscription solution from Subscribfy and figuring out that Ava Estell is a perfect use case for this model, leaders at Shivook and the brand have decided to build Ava+, the paid membership program.
Ava+'s appeal lies in its simplicity and customer-centricity. Members pay 19£ a month which converts into 19£ in store credit that can be spent sitewide. Every time they shop, they enjoy a 10% discount that can be combined with other sales and promotions. Ava+ shoppers have the flexibility to pause or cancel their membership at any time, making the decision to join the membership frictionless.
Impact
Over the course of eight months, 15,000+ shoppers joined the Ava+ program. Their LTV is 71% higher when compared to regular shoppers on Ava Estell. 56% of the customers who opted into membership were first-time customers.
Ava Estell and Subscribfy teams worked together on optimizing the UX and the membership offer, which resulted in the 6.5 increase in the monthly cash flow brought by Subscribfy’s program, achieved in only seven months.
Ava Estell's membership program not only facilitated the achievement of their objectives to enhance customer Lifetime Value (LTV) and recurring cash flow but also fostered a vibrant community of more than 15,000 VIP shoppers, who receive exclusive treatment from the brand.