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Building Customer Retention Through Chocolate Subscription Boxes and Loyalty
Hu is a fast-growing US-based snacking company offering high-quality, low-processed foods with an emphasis on getting back to a more "human" way of eating. With a focus on ecommerce, Hu came to Barrel to design and develop a new digital flagship experience. We launched their new Shopify Plus site with the goal of selling products while educating and expanding Hu's consumer base.
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The Hu site combines storytelling around their beloved, allergy-friendly products with flexible purchase options like bundling and subscriptions, using recipes to inspire customers.
We transformed Hu’s product detail page to increase conversions, boost subscription sign-ups, and highlight ingredient transparency with a new photo direction that showcases what’s inside their delicious chocolates.
We helped Hu increase their AOV with pre-made and custom bundles, featuring an interactive Build a Bundle experience that guides customers to curate the perfect box of chocolates.
To foster loyalty with new and existing customers, we built a custom Hu Crew landing page that highlights program benefits, earning opportunities, and sign-up steps. We validated the different designs through A/B testing via Helio to ensure its effectiveness before launch.
We redesigned Hu's marketing and automated emails on Klaviyo to continue their ingredient-first product education, tell the founder's story, and encourage conversion through subscription.
We created a dedicated experience for Hu's influencers that makes it easy for visitors to copy their unique discount code, explore their favorite products, and see why they love Hu through a featured quote.
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