INVO introduced subscriptions to increase customer retention which, compared to customer acquisition, was more important for Kanaste. First of all, INVO advised Kanaste to implement a membership/subscription plan. This plan would allow users to take advantage of benefits and include them in the Kanaste community to start the subscription.
The most performing solution proved to be a bonus program that additionally encourages customers to purchase as an active subscriber, getting magnificent discounts in return. By the occasion, it was a great opportunity to build a trust in the relationship between Kanaste and user, ensuring very clear, fair subscription cancellation process. At the same time, it comes without saying no brand wants to lose its users, so retention-supporting mechanism were introduced. Resigning subscriber was then asked to define the cause of their decision, answering the following questions:
- Are you sure you want to cancel your subscription? You will lose all your subscriber benefits.
- Why do you want to cancel your subscription?
- What are the chances that you’ll recommend Kanaste to a friend?
- Do you have any additional comments regarding your experience with Kanaste?
Once the user went through all these questions, is provided with disposable discount, to give one more chance to rethink their decision and ultimately stay with Kanaste.
While developing Kanaste’s website, and throughout the whole design process, INVO introduced some game-changing implementations. Elements such as the product quiz, are available at first glance, upon entering the website. The ordering process had been planned and designed to be as condensed as possible while, on the other hand, the subscription cancellation process has been elongated. Users need to fill out a lengthy questionnaire, which first off - helps Kanaste receive opinions, and understand their users' demands to cater exactly to the product and specificity clients request if they cannot find anything they need in the current product offer. Because the website went live just recently, we are in contact with Kanaste, eagerly awaiting feedback in regards to the website helping them complete their business goals. Stay tuned - we will be updating you on Kanaste’s growth shortly.