To drive new business, the household products marketplace Grove Collaborative is no longer requiring people to become members or subscribe to place an order. Here's what you need to know:
- Customers reported that the Grove website was too restrictive as they had to register to shop and their orders were placed on subscription by default.
- Moving forward, shoppers can check out as a one-time order and choose how often shipments arrive, receiving an initial 20% off and 5% off future orders.
- The change came as Grove reported a 19.4% decrease in year-over-year sales.
- The company sold to more than 5 million customers, but as many as 4 million have been inactive in the past year, so it is a big opportunity to reintroduce Grove to them with their new shopping experience.
- To let former shoppers know about their changes, they are considering experimenting with new marketing strategies including Google paid search, social ads, and influencer marketing.
DTC Brands Optimizing Their Shopping Experiences
Grove is one of many DTC brands looking to drive business by improving their shopping experience.
Charm Growth Score™: 54.8
Grove Collaborative delivers home essentials, including household cleaning, personal care, beauty, and pet products, for a more eco-friendly and sustainable lifestyle.
Charm Growth Score™: 82.3
Sonos, the ultimate wireless home sound system, revamped its website to emphasize education and help drive DTC sales.
Charm Growth Score™: 75.9
Leather goods company, Andar optimized its website to prioritize thier product drops without slowing down.
Charm Growth Score™: 82.9
The massage treatment brand Therabody introduced payment technologies like FSA-enabled checkout.
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