How KettleRock got customers to restock before they shopped elsewhere
Overview
KettleRock Nutrition sells protein, pre-workout and supplements online. Customers run out every few weeks, and whichever shop they think of first gets the reorder. Reminder emails were easy to swipe away, and a cheaper shop was one search away.
Yotru sent each customer a postcard around the time their last order would run out: restock with 10% off your next order, a code, free shipping and a unique QR that opened their previous order ready to repeat. We handled design, print and mail, and sent every scan back to the team.
The challenge
Supplements are a repeat purchase, but loyalty is thin: when a tub runs out, customers buy from whichever shop they see first. KettleRock needed to be that shop at the right moment, without discounting to everyone all the time.
The solution
- Estimated when each customer's last order would run out, from the product and the pack size.
- Designed a card with the customer's first name, a thank-you for ordering before and the code RESTOCK10.
- Linked a unique QR to the customer's previous order, ready to repeat in two taps.
- Mailed every card to arrive a few days before the run-out date.
The result
- 600 cards mailed to repeat customers.
- 18% of recipients scanned their unique QR code.
- 32 reorders placed with the card's code within four weeks.
- Scans showed who was ready to reorder, so the next email went to them only.
“Our customers run out on a schedule. The card shows up right before they do, with their own name on it, and that is enough to keep the reorder with us.”
On the doormat before the tub runs out
Each card was timed to the customer's last order, so it arrived just before they needed to restock, with their first name and 10% off the next order.
It reached them before the search for a cheaper shop did.
One scan to the same order
The unique QR opened the customer's previous order with the code applied, so reordering took two taps.
KettleRock approved the design once. Yotru printed and mailed every card on its own date, and sent the scans back to the team.
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Zaki Usman
Co-Founder
