As a subscription-only brand, Reformed faced a familiar challenge: customers were subscribing to receive the free welcome kit, then cancelling before their first refill. Churn was peaking within the first 30 days, often before customers had even built a consistent routine with the product.

We knew that to truly shift the curve, we had to redesign the entire post-purchase journey, emotionally, educationally, and behaviorally ,starting from day zero.

From the very first touchpoint after purchase, we shifted the focus from “thanks for your order” to “here’s what’s ahead.” We introduced early messaging that helped set expectations, build excitement, and lay the foundation for long-term product use. Rather than treating retention as something that starts at the point of cancellation, we focused on proactively nurturing customers from day zero, turning first-time subscribers into long-term loyalists.

To increase mid-term retention, we introduced well-timed loyalty moments designed to reward consistency and reduce churn during key drop-off periods.

By aligning these moments with the customer lifecycle, we increased engagement, extended average subscription length, and created a sense of momentum that encouraged subscribers to stick with the product.

We implemented a customer journey that adapted based on what was purchased and what customers were hoping to achieve, whether that was better skin, joint health, performance, or healthy aging.

Through ongoing communication, we helped Reformed subscribers:
- Build product routines
- Understand when to expect results
- Stay on track, even when life (or travel) gets in the way

This strategic approach reduced the likelihood of customers feeling like they weren’t seeing results or had too much leftover product, two of the most common early churn triggers in wellness subscriptions.

While most brands treat subscription cancellations as the end of the road, we saw it as an opportunity to listen, educate, and save the relationship.

‍Reformed’s original cancellation experience was straightforward but lacked depth. With a growing subscriber base, a more intelligent system was needed, one that could respond to why customers were leaving and offer targeted solutions in real time.

Cancellations were being driven by common reasons: too much product, price sensitivity, or customers not seeing results fast enough. But behind every reason was a story, and an opportunity to intervene meaningfully.

We rebuilt Reformed’s cancellation journey inside Skio, transforming a basic off-ramp into a dynamic save flow.

Here’s what changed:
- Introduced engaging video content that speaks to customers’ concerns at the moment of cancellation
- Built in flexible options for customers based on their situation, helping them adjust, not abandon, their subscription
- Collected more granular cancellation insights by using sub-reasons to understand what really drives churn
- Delivered value-focused education and timely incentives to guide users toward alternatives to cancellation

The experience felt more like a conversation than a transaction, and that made all the difference.