Based in London, UK, Wild Deodorant is a direct-to-consumer provider of sustainable, natural deodorant. With a deodorant case designed to be refilled, subscriptions became their go-to vehicle for growth.
The products are aluminum-free and compostable, designed to match their mission: sell a quality product that doesn’t impact the environment.
In partnership with ReCharge, Eastside Co has been helping subscription-first ecommerce businesses scale for over 4 years. Developing Shopify stores and integrating the ReCharge platform allows ambitious brands to realise the power of subscription-based services and products.
The first step towards success was overhauling Wild’s non-transactional site to start bringing in revenue on Shopify. With experience building beautiful subscription sites that convert, Eastside Co went to work leveraging their expertise and strong relationship with ReCharge.
The early wins delivered on Shopify were exciting but not quite enough to achieve consistent growth. Therefore, Wild’s next step after launching the site was focusing on the Customer Portal. Preventing churn is just as important as acquisition for subscription brands, so the greatest opportunity for revenue growth came in the form of revenue protection.
Customer Portals become powerful when subscribers are empowered to manage their own subscription. In Wild’s case, they needed to allow customers to swap their current subscription for a different scent in case they got bored of their current choice.
Once the foundational layers for revenue growth and churn reduction were completed, Wild would turn their focus to internationalisation. Selling in multiple countries means duplicating storefronts and working with multiple currencies, not an easy technological lift.
Opting to focus on a subscription-first service through ReCharge meant overhauling quite a few pieces of the customer experience. Wild was able to ensure everything ran smoothly from the moment a customer landed on their renovated website all the way through checkout and post-purchase subscription management.
The relaunched website is a UI/UX masterpiece, mixing colourful and attractive imagery with intentional functionality. The navigation leads prospective customers straight to the subscription program where they customise each step to receive their own, unique product.
The Customer Portal clearly offers the ability to swap products so customers are more likely to stay subscribed, therefore growing lifetime value and reducing churn. With all the changes, the results speak for themselves: in less than one year, subscription processing alone has grown to over 80,000 armpits a month.
The phenomenal success of the site and subscription service meant other countries were given the green light. There can be technical complexities to navigate in order to achieve success in multiple countries, but through collaboration with ReCharge and Eastside Co, Wild has launched a German store and has plans for more countries as their business continues to scale.
Listen to Wild Deo's Co-Founder Charlie talk about his experience growing the business - he appeared on episode 10 of our ecommerce podcast to talk through the challenges of growing a new brand from scratch.