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sticky.io Fosters Ingenuity and Drives Subscription Growth for SkinnyFit

Discover how the popular wellness brand creatively connects with their customers and scales their subscribe-and-save program using sticky.io’s flexible ecommerce subscription platform.

40%
YOY subscription growth
31%
average order value increase
88%
of updated cards successfully billed

Overview

SkinnyFit sells all-natural health products that help their customers improve their lives and achieve their wellness goals. The brand’s motto is: “You deserve only the best. When it comes to health, why settle for anything less?” With that same approach for striving for the best, they launched on sticky.io’s platform in 2016. Since then, sticky.io has helped SkinnyFit evolve their ecommerce experience, grow their subscribe-and-save program, manage increased orders during their busy seasons without disruption and reduce chargebacks — all while rapidly growing subscription revenue.

Challenge: Limited CRM Capabilities  

SkinnyFit launched on the sticky.io platform because, “a lot of the customization capabilities with other CRMs just weren’t there yet. Many of the solutions were stock, templated or didn’t have reliable functionality,” SkinnyFit co-founder Anwar Husain said.

It all boiled down to the need for control, flexibility and easy integrations. “We wanted to create a really cool ecommerce experience that wasn’t a stock template,” Husain explained. “We have our hands in every aspect of our business and we needed a platform that integrated with everyone we work with.”

Husain said they also needed an ecommerce platform that allowed them to create subscribe-and-save options that resonated with their customers and had robust analytics so they could launch, test and refine their offers while enhancing their overall subscription program.

“We have our hands in every aspect of our business and we needed a platform that integrated with everyone we work with.”

— Anwar Husain, Co-founder, SkinnyFit

Solution: Custom and Flexible Options

sticky.io’s API-driven platform and custom integrations give SkinnyFit the freedom to run their business exactly how they want. “You don’t get the same customization ability with Amazon as you do with sticky.io, especially when it comes to subscribe-and-save options,” Husain explained. “sticky.io enables us to provide better value to our customers in the most enticing way for them.”

“Partnering with sticky.io has given us the ability to quickly change and pivot based on what bests resonates with our customers. We’re able to understand our customers on a deeper level and provide more value.”

— Anwar Husain, Co-founder, SkinnyFit

Testing and Learning  

Launching with sticky.io allowed SkinnyFit to better test marketing campaigns and different subscribe-and-save offers to get a true sense of what their customers want. It also allowed them to see how customers respond to different ecommerce experiences. Husain said the flexibility to create different cross-sell options have worked well for SkinnyFit and he appreciates the ability to create and test with full customization.

Fraud Mitigation, Account Updater and Chargeback Reduction  

Fraud, declined transactions and chargebacks were three additional areas of focus for SkinnyFit. They started using sticky.io’s value added services in the beginning of 2018. Account Updater automatically updates customer payment details, increasing approval rates on recurring SkinnyFit transactions. In fact, 88% of updated cards from SkinnyFit customers were successfully billed in 2020. Anti-fraud solutions also helped SkinnyFit mitigate attacks and reduce chargebacks by 40% in the first half of 2018 compared to the last half of 2017.

Custom Integrations

One of sticky.io’s selling points for SkinnyFit was being able to integrate the subscription ecommerce platform with other tools in the SkinnyFit tech stack. For example, APIs and custom integrations fostered connections with email provider Mailchimp, sales tax compliance software, referral marketing programs and fulfillment partners — helping SkinnyFit streamline various facets of their business.  

Reliable Customer Support

Husain credits sticky.io’s reliable customer support team for helping SkinnyFit scale over the past several years. “Their willingness to solve anything that pops up has kept our relationship strong. I’ve reached out to them in the middle of the night and their customer service team has quickly responded,” he said.

“I would definitely recommend other ecommerce merchants to work with sticky.io. The best thing is there’s not a substantial barrier of entry to utilize the platform. It’s customizable enough to do whatever you need — whether that’s general ecommerce focused on one-time purchases, or you want to add robust subscribe-and-save options.”

— Anwar Husain, Co-founder, SkinnyFit

Results: Amplified Ambition

Partnering with sticky.io has ultimately enabled SkinnyFit to rapidly scale and run their business akin to powerhouse subscription brands such as Dollar Shave Club and Curology. SkinnyFit grew their number of subscribers by 40% between January 2020 and January 2021. The brand also saw a 31% increase in average order value and was able to reduce chargebacks by 40% after launching with sticky.io.

sticky.io also helps them manage up to 4 times the average order volume in their busy summer months without disruption. This capability to flexibly manage seasonal spikes positions SkinnyFit to continue building brand loyalty and extending customer lifetime value.

Husain credits the reliable partnership and sticky.io’s deep industry knowledge for helping SkinnyFit quickly develop into the impactful ecommerce and subscription business they always aspired to be. “The sticky.io team has been in the ecommerce space for such a long time that their experience has really helped merchants like ourselves grow significantly. We utilize them as a resource to overcome any new challenges we face.”

40%
YOY subscription growth
31%
average order value increase
88%
of updated cards successfully billed
40%
reduction in chargebacks

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