Fresh, premium pet food that won on quality once — then needed to win again every single month.
Wildmoor's food was genuinely better, and first orders converted well on the strength of that. The problem came at month two and three. The subscription barely bent — no easy pause, no way to resize portions, and silence between deliveries — so owners who hit a life change or a full freezer just cancelled outright. Acquisition was funding a leaking bucket, and lifetime value never caught up to the cost of winning the customer.
We redesigned the whole subscriber experience around control and reassurance. A guided onboarding builds a plan around the dog's weight, age and activity; a self-serve portal makes it effortless to pause, skip, swap recipes or change cadence without emailing support. We added feeding-milestone touchpoints and a re-engagement flow for at-risk accounts, all wired into their fulfillment stack.
When staying became easier than leaving, owners stopped churning at month two. Flexible portions and a plan tuned to each dog kept every box relevant, and the milestone touchpoints gave people a reason to stay engaged between deliveries. Lifetime value grew 30% and the average subscription ran several cycles longer.
