About

Culprit spent two years creating the perfect pair of underwear. They designed durable, flattering, comfortable undergarments, with colors that won’t run, fabric that won’t pill, and edgy patterns that are undeniably original. Customers can feel good about wearing their products too, since Culprit underwear are sustainably made, with eco-friendly processes and dyes.

Culprit Underwear gained subscribers with a customer portal

“​​We wanted a solution that allowed us to build for advanced-use cases. Recharge’s API capabilities allow us to give our customers flexibility to easily switch items after their first delivery.”

Tim Fox

Chief Operating Officer, Culprit Underwear

Challenge

Culprit offers an underwear subscription so customers save on price, and always have a fresh new pair. However, with other subscription programs, they were unable to allow customers to manage their own subscriptions on an advanced level. For example, if a customer started with one style of underwear, like boxer briefs, they were unable to change their selection after. They also couldn’t switch to receive the “featured pair of the month” of rotating products, and get a new, random pair of underwear in their delivery. Culprit wanted to give customers maximum flexibility to customize and enjoy their subscription experience. They were also looking for a smoother, more streamlined subscription service to simplify the backend for their business.

Culprit Underwear gained subscribers with a customer portal

Solution

In order to deliver advanced use cases, Culprit migrated to Recharge. They needed a partner who could scale with them, and support their growth with solid solutions to improve their subscription service. After a smooth transition, Culprit took advantage of the extensive benefits of Recharge’s API. Since they were focused on providing customers freedom and flexibility, Culprit designed a customer portal to empower subscription management and customization.

    In the portal, customers can easily select a different product, change sizes, or pause. The page allows customers to build their ideal subscription, and leave at any time—they made cancelling a quick and clear process, so customers don’t feel trapped. Additionally, to give customers the most optimal experience, Culprit was able to seamlessly integrate apps with Recharge’s platform.

Results

With the new customer portal, Culprit brought their brand values to subscription management. To reflect the comfort and quality of their product, they built a process for customers to enjoy full freedom and flexibility to customize their subscription. Previously, customers had to go through multiple steps to make changes. Reducing friction for customers increases customer life-time value (CLTV) — even if they pause, they’re more likely to stay subscribed to a flexible service.

    Recharge’s API was the foundational building block that let Culprit improve their subscriptions, and expand with app integrations. Culprit seamlessly connected Gorgias and Loyalty Lion to deliver their subscribers the best experience possible. For example, with Loyalty Lion, Culprit rolled out a rewards program to boost loyalty and engagement. By building out a flexible, simple, and accessible subscription program, Culprit brought in an impressive amount of new customers—they went from 1,800 to 5,000 new subscribers and are still growing.

“​​Everything on Recharge is more straightforward. Whether it’s changing a product, swapping a size, cancelling, or pausing, all the steps are intuitive and user friendly.”

Tim Fox

Chief Operating Officer, Culprit Underwear