To attract those new, untapped customers, The Fringe was created. This subscription-based membership would give subscribers first access to new items, 20% off all products, free shipping, and a $10 monthly store credit. The focus on recurring subscriptions encouraged new customers to subscribe and keep coming back month after month.
To make this work, Freshly Picked realized that a subscription-based program this complex needed a powerful platform that not only supported recurring charges but could also work seamlessly with other eCommerce technologies through an API. ReCharge was that platform.
The Fringe was launched with the help of ReCharge, along with Swell for loyalty rewards, and has seen exponential growth since. They leaned on the Fabletics subscription model as inspiration – subscribers aren’t necessarily getting products every month. Instead, customers are given a $10 store credit, a 20% discount each month and have the ability to opt-out of the monthly orders. Members of The Fringe also receive early access to new Freshly Picked products before anyone else.
Swell allowed merchants to offer multiple paid VIP tiers, keep a stored balance of points or credits, power coupons and rewards, deploy referral programs, enable dynamic benefits for VIP members at checkout, and include all relevant data into email campaigns and automated flows through robust integrations. Additionally, Swell provided the strategic guidance on loyalty and retention methods and the account management required to drive meaningful ROI for these type of membership programs.
ReCharge ensured that all the moving parts crucial to the success of a program like this were functioning correctly, in addition to accurately tracking revenue and subscriptions. So far, it’s working out very nicely. The Fringe currently has more than 10,000 members, half of which are first-time customers. What’s more: They have an ecommerce industry-leading churn rate of just 3%.