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How MeUndies, an underwear brand, is killing at retention?
Here's the $75m retention teardown (written by @kdlafrance on @bluestoutdev)
THREAD ...
Here's the $75m retention teardown (written by @kdlafrance on @bluestoutdev)
THREAD ...
Some context setting first
- MeUndies was started in 2011 as a subscription service
- offers a la carte items like lounge pants, socks and more
- 10m + pairs of underwear sold and at least $75m annual revenue projected (2019)
- MeUndies was started in 2011 as a subscription service
- offers a la carte items like lounge pants, socks and more
- 10m + pairs of underwear sold and at least $75m annual revenue projected (2019)
1. Exceptional product experiences
MeUndies products are super high quality. What's unique is the brand's ability to evolve with current trends.
For eg: leading upto the 8th & final season of GOT, MeUndies released their Dragon print.
MeUndies products are super high quality. What's unique is the brand's ability to evolve with current trends.
For eg: leading upto the 8th & final season of GOT, MeUndies released their Dragon print.
People can buy underwears from Amazon. But if they are coming to MeUndies, they are looking for more. MeUndies satisfies this need with bright, fun packaging.
Great product + exciting delivery experience.
Great product + exciting delivery experience.
2. Commitment to community
MeUndies built a community not only around their products, but their mission.
MeUndies insta has 345k followers with the hashtag #meundies being used 22k times.
Result?
Organic, free marketing from happy customers.
MeUndies built a community not only around their products, but their mission.
MeUndies insta has 345k followers with the hashtag #meundies being used 22k times.
Result?
Organic, free marketing from happy customers.
Just to get a sense of how much customer-centric the brand is, each new underwear pattern they release is also released as a phone wallpaper.
MeUndies is an example of commerce that doesn't feel transactional but relational.
MeUndies is an example of commerce that doesn't feel transactional but relational.
3. Dedication to vision & values
MeUndies's mission - to inspire confidence & individuality through fun and comfortable underwear and resonate with millions of people.
The larger vision is what ultimately makes MeUndies way more than a company selling fun underpants online.
MeUndies's mission - to inspire confidence & individuality through fun and comfortable underwear and resonate with millions of people.
The larger vision is what ultimately makes MeUndies way more than a company selling fun underpants online.
You don't need to live up to a beauty standard to fit into the style (see victoria's secret).
You don't need to have chiseled abs to be comfortable in your briefs (see Calvin Klein)
MeUndies promises to see you exactly how you are.
You don't need to have chiseled abs to be comfortable in your briefs (see Calvin Klein)
MeUndies promises to see you exactly how you are.
4. Subscription flexibility
MeUndies customers can quickly sign in, change sizes/colors, add/delete items & even skip or cancel memberships.
It's about keeping the subscription active, even if that means allowing to pause and skip.
MeUndies customers can quickly sign in, change sizes/colors, add/delete items & even skip or cancel memberships.
It's about keeping the subscription active, even if that means allowing to pause and skip.
5. Email engagement
The welcome email:
great imagery, everything that a customer needs to know about the recent order and subscription.
The dunning email (failed payment recovery):
Lighthearted, directs the customer where they need to go, positive brand experience
The welcome email:
great imagery, everything that a customer needs to know about the recent order and subscription.
The dunning email (failed payment recovery):
Lighthearted, directs the customer where they need to go, positive brand experience
The customer feedback email:
To collect authentic customer feedback to inform future product launches, campaigns and engagement strategies.
To collect authentic customer feedback to inform future product launches, campaigns and engagement strategies.
6. The exclusivity factor
MeUndies turned the subscription into a membership program.
With the membership model, customers get exclusive benefits.
Reasons to become a MeUndies member:
a. To save money - $18 underwear in $14
b. To feel special - access to exclusive prints
MeUndies turned the subscription into a membership program.
With the membership model, customers get exclusive benefits.
Reasons to become a MeUndies member:
a. To save money - $18 underwear in $14
b. To feel special - access to exclusive prints
c. To be seen - on MeUndies social feed
d. To be heard - MeUndies encourages members to provide feedback. They not only hear but enact change based on those opinions.
d. To be heard - MeUndies encourages members to provide feedback. They not only hear but enact change based on those opinions.
