Retention on Ice: A DTC Wellness Win

This DTC brand delivers pre-portioned, ready-to-blend beverage kits packed with organic fruits, vegetables, and seeds—flash-frozen at peak freshness. Customers can customize their subscription with functional add-ons like collagen, SuperGreens, and protein options (vegan or whey), making wellness as convenient as it is nutritious.

But as with many subscription brands, the first box was just the beginning. The real challenge? Keeping customers engaged and consistent after the sale.

The Challenge: Great Product, Limited Post-Purchase Engagement

Despite a strong offering and flexible subscription model, the company found itself facing an all-too-common problem: early churn. A closer look revealed several key gaps:

• Customers started strong, then dropped off within the first few weeks

• There was little visibility into how often products were being used

• The team lacked a way to support wellness goals beyond the shipment

Without contextual communication or a clear feedback loop, customers were missing out on guidance and motivation, two essentials for sustaining healthy habits.

The Solution: Personalized Nudges That Drive Daily Action

To solve this, the brand partnered with BluStream to create a dynamic post-purchase experience, powered by Product Ownership AI.

Using behavior-based engagement, BluStream delivered timely, personalized messages like:

• Friendly reminders to drink their daily beverage

• Encouragement to pair products with a workout

• Proactive tips to build better routines

These smart nudges met customers at just the right moment—reinforcing usage, promoting consistency, and transforming product delivery into an interactive, supportive journey.

The Results: Stronger Habits, Healthier Metrics

Within just 90 days of launching with BluStream, the DTC frozen beverage brand saw a significant boost across key subscription metrics. Customer retention increased by 45%, while between 77% and 97% of users reported consistently using their products and pairing them with exercise. One in six customers increased their beverage intake, and average order value rose by 21%. These results reflect more than improved performance, they show how personalized, well-timed engagement helped customers build lasting habits and deeper brand loyalty.