Rose Forever Introduces a VIP Membership Experience with Subscribfy, increases LTV by 66% in the first year
Client
Rose Forever
Industry
Rose & Flower Delivery
About Rose Forever
Rose Forever is a DTC brand that specializes in selling preserved roses presented in elegantly designed boxes. These roses make for a remarkable and lasting gift, embodying a luxurious and timeless Parisian style.
The Challenge
The purchase of floral arrangements tends to happen around occasions, like birthdays or holidays. This results in a seasonal sales pattern for Rose Forever, notably spiking around Valentine’s Day and Mother’s Day. However, gift shoppers rarely return after their initial purchase, creating inconsistent revenue streams.
The two problems the team was looking to solve were:
1. How to generate a more consistent source of revenue?
2. How to engage gift shoppers who are historically one-purchase customers, so they come back for more?
Solution
To tackle this challenge, Rose Forever partnered with Subscribfy to launch Rose+, a subscription-based membership. The primary aim was to entice shoppers and foster deeper customer relationships beyond one-off purchases. Such engagement would stabilize year-round revenue and address historically low customer retention in preserved flower sales.
Rose+ is a monthly membership that costs $29. Members get a generous 60% discount on all items along with free shipping. Additionally, members enjoy exclusive early access to new products and sales. Shoppers can see the member pricing displayed throughout the Rose Forever website and opt-in to join Rose+ in their cart.
Impact
Because preserved roses is a premium category, pricing is often a point of friction for shoppers, and cart abandonment rates are high. Since Rose+ members enjoy 60% off during their first purchase, the CVR has gone up 10% since the launch of the program.
Many members accumulate store credit for their future purchases. This behavior prevents churn – if a shopper has store credit with Rose Forever, they’ll consider shopping Rose Forever before the competitors. It also provides Rose Forever with a stable stream of cash flow.
Rose+ members exhibit a significant increase in spending – 66% more than the average spending after 12 months, with LTV going from $187 to $311. This rise in spending more than justifies the significant discount offered.
The strategic timing of the membership launch during holidays yielded long-term results, with 30% of current revenue attributable to customers who joined during Mother’s Day. Consistent communication educating shoppers about Rose+ has contributed to this success. Rose Forever team leveraged Subscribfy’s integration with Klaviyo to send personalized emails about their membership status, upcoming charges, and member benefits.
Rose Forever distinguishes itself from many competitors in the preserved roses space by offering a membership program. This unique program has proven to be a significant factor in retaining and engaging customers beyond the initial purchase and Rose Forever’s secret weapon.
