Challenge: Plated faced a challenge in retaining customers and increasing average order value (AOV) in its direct-to-consumer (DTC) model.

Strategy: Valerie deep dove into analytics, using the company's KPI goals as the driver of strategy. She focused on data points such as cancellation reasons, customer service data, and discounts used (margin and net sales) to inform her approach. Valerie aimed to build a robust multichannel onboarding series that would touch all channels (email, SMS, push, onsite, in-box) and drive retention and AOV growth.

Implementation: Leveraging the insights from her data analysis, Valerie implemented a comprehensive multichannel onboarding series at Plated. This series was designed to educate customers and address their needs based on their behavior and interactions with the brand. The series included personalized communications tailored to each customer segment, ensuring relevance and engagement.

Results: Valerie's efforts resulted in a significant 10% increase in stick rate month-over-month (MoM) and a concurrent increase in AOV. The multichannel onboarding series proved to be highly effective in retaining customers and increasing their spending, showcasing Valerie's ability to drive tangible business results through data-driven strategies.

Challenge: Plated, a leading meal kit delivery service, faced challenges in retaining customers and increasing average order value (AOV). Valerie, Director of Lifecycle Marketing, identified the need to revamp the onboarding experience to address these issues.

Strategy: Valerie deep-dived into analytics, using company KPI goals as the driver of her strategy. She analyzed data points such as cancellation reasons, customer service interactions, and discounts used (margin and net sales). This analysis informed the creation of a robust education onboarding series that touched all channels (email, SMS, push notifications, onsite messaging, and in-box communications).

Implementation: Valerie implemented a multichannel onboarding series that aimed to educate new customers about the benefits of Plated and encourage them to continue their subscription. The series included personalized emails highlighting recipe customization options, SMS reminders for upcoming deliveries, push notifications for exclusive offers, onsite messages with cooking tips, and in-box communications with user-generated content and customer reviews.

Results: The efforts led to a significant increase in stick rate, with a 10% month-over-month (MoM) improvement. Additionally, there was a noticeable increase in AOV as customers became more engaged with the brand and discovered new recipes and products. Overall, Valerie's multichannel onboarding series proved to be a successful strategy in retaining customers and increasing AOV for Plated.