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“I and love and you” increased CVR by 4x through shortening the path to repurchase

About "I and love and you"

Based in Boulder, Colorado, “I and love and you” is sharing the food and treats our pets would make for themselves if, you know, they could! The brand creates a variety of meals and snacks in partnership with their own pets and a holistic veterinarian. All of their food is made with quality meat and vegetables that contain zero fillers, preservatives, or artificial junk. “I and love and you” can be found at retailers nationwide, or online at iandloveandyou.com, Amazon, Chewy, and more.

Challenge

After redesigning their website, “I and love and you” wanted to make their returning customers’ paths to repurchase fast and relevant. To do so, they needed the capability to segment their traffic, identify the shoppers who had previously bought products from them, and ensure those previous items were easily accessible for repurchase.

Solution

Using our Segmentation & Insights, “I and love and you” learned that returning customers often bought the same product, leading them to strategize on how to better promote their subscription service to that audience. Based on the data gathered by our platform, they decided to segment their audience into two groups: first-time shoppers and returning shoppers. Depending on whether an on-site visitor was new, or if they had shopped at “I and love and you” before, they would be shown a different home page experience to better fulfill their needs.

“The more we can personalize the experience, the more we can understand who the shopper is and what’s going to help them convert and find something they love. That’s why we invested in Nosto in the first place”, says Jeff Spears, SVP of Digital Commerce.

Specifically, “I and love and you” leveraged our Product Recommendations to display different items to these two different segments on their homepage.

For first-time shoppers, they showcased the brand’s best sellers within a hero placement in their megamenu. This enabled first-time customers, who might not be familiar with the brand’s products, to land on the website, open the megamenu, and immediately see one of “I and love and you”‘s best-selling items.

For returning customers—who are “I and love and you”‘s main target for their subscription service—the megamenu suggested previously purchased items, which used our replenishment recommendations feature to show their previously bought item, if it had been at least 14 days since their purchase. This aimed to nurture customers’ repurchasing behavior and increase customer lifetime value by creating a journey that encouraged them to start subscribing to their frequently bought items. Prompted to ‘buy again’, the returning visitor would be taken to a product page that immediately reminds them of the subscription service and the savings and convenience they’d benefit from by subscribing.

For things like upselling a subscription, we’re always looking to see how we can utilize Nosto to create that personalized journey for the shopper, and recommending something a customer might already like helps.

Jyssica Batiste, Director of Digital Commerce

Results

By implementing personalized Product Recommendations on their megamenu on both desktop and mobile, the seamless customer journey for repurchase yielded an incredible increase in conversion.

Catering to the returning customers increased conversion by almost 4x for both dog and cat food categories, highlighting that the faster the customer can find the product they need while shopping, the more likely they are to convert again.

Results figure

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