As consumers demand more convenient shopping experiences, the natural pet recipe brand’s subscription offering accounts for more than 20% of total sales
Ordergroove, the leader in Relationship Commerce, announced that Lily’s Kitchen, the U.K.’s No. 1 brand in premium natural pet food, has successfully implemented an Ordergroove subscription experience. Seeking to provide a seamless shopping experience for consumers, Lily’s Kitchen partnered with Ordergroove to deliver an innovative subscription offering that prioritizes convenience.
“We celebrate the pet-parent relationship in all its forms”
Since launching the Ordergroove subscription experience in April 2020, Lily’s Kitchen has achieved rapid success. By June of the same year, the brand attributed more than 10% of its total sales to its subscription experience. At the end of 2021, this figure had doubled and now accounts for 20% of monthly sales.
The bespoke subscription offering, implemented by certified B Corp Lily’s Kitchen, ensures customers receive a regular supply of their pets’ favorite recipes while also offering incentives such as cost savings and delivery. What’s more, subscribers have full control over their recurring orders, including the ability to edit, pause or cancel at any time. Subscribers can also change order frequency or switch between similar products with ease – ensuring customers receive enough wet and dry recipes and treats each month to keep their four-legged friends happy and healthy.
“We celebrate the pet-parent relationship in all its forms,” said Michelle Corp, eCommerce Director, Lily’s Kitchen. “By adding a subscription experience, we were able to make it much more convenient for pet parents to stock up on their pets’ favorite recipes – and free them up to spend more quality time with their cats and dogs. We knew subscriptions were going to be popular, but their rapid growth was greater than we anticipated. It’s a mutual success story for our valued pet parents, Lily’s Kitchen, and Ordergroove.”
When selecting a subscription solution, Lily’s Kitchen prioritized ease of use and flexibility for its customers. The brand also desired a subscription technology that would seamlessly integrate with its existing eCommerce platform and that had a high level of automation.
“The decision by Lily’s Kitchen to launch a subscription offering aligns perfectly with the brand’s mission to deliver wholesome pet recipes and be a force for good,” said Greg Alvo, CEO, Ordergroove.
“The results Lily’s Kitchen has achieved with subscriptions are phenomenal and are a testament to the importance of fostering relationships, rewarding loyalty and listening to consumers’ call for convenient shopping experiences.”