The Solution

It goes without saying that Gardencup’s subscription software is core to their entire business. Which meant Toki having a great relationship with their subscription platform would be non-negotiable. Fortunately, the Toki + Recharge integration is abundant allowing brands to reward their customers for 1) joining a subscription or 2) staying on a subscription with store credit, cashback, free gifts, and more. We call these “streaks” and unlike most loyalty programs out there, they complement subscription rather than compete with it.

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After strategic discussions, we decided to build their loyalty program to hinge upon time spent on subscription such that:

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• Tier 1: Newcupper Member (after your first order, 3% cashback)
• Tier 2: Gardenclub Member (after 5th order, 6% cashback)
• Tier 3: Gardenclub Elite Member (after 10th order, 6% cashback + bonuses)
• Tier 4: Lifetime Member (10+ orders, 9% cashback for life!)

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This would allow their customers to feel appropriately rewarded for staying as loyal members.  The longer they’ve been fans, the better their perks.

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We made sure that all redemption could be done within the Recharge portal through our Toki module so Gardencup customers would not have to go anywhere else when managing their subscription and redeeming their cashback benefits. The Gardencup team had not seen this offered by other loyalty platforms in the ecosystem and was concerned that they would need to activate a dev agency to make this happen. Fortunately, this was not the case. On top of this, we included a Refer a friend module and a Challenges module so when a loyalty member would come to check their subscription, they would see other action items they could take as well!

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Creative Challenges

Speaking of action items! The Gardencup team also launched some awesome challenges with Toki that totally stand out from their prior program. 

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#EatMoreProduce Challenge: The longer you stay on a subscription, the more produce point bonuses you get!

• 3 consecutive months subscribed –  $10 cash bonus
• 6 consecutive months subscribed –  $20 cash bonus
• 9 consecutive months subscribed –  $30 cash bonus

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#Gardenparty Challenge: The more friends you refer to Gardencup, the more produce point bonuses you get!

• Refer 3 friends to subscribe –  $10 cash bonus
• Refer 6 friends to subscribe –  $20 cash bonus
• Refer 9 friends to subscribe –  $30 cash bonus

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#Asaladaday Challenge: Post a story a day with your gardencup in hand for 30 days straight –  $30 cash bonus

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Take the Quiz: Tell us all your thoughts on salads and what you want to see us do next for bonus product points! –  $10 cash bonus

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We love that they designed challenges that fit their brand. The Gardencup team chose to use our onsite Challenges components pre-purchase and post-purchase to activate their customers at the right place, at the right time to maximize results!

The Results

Gardencup immediately saw, and continues to see, flourishing success with the Toki platform. As a seamless integration with their customer account, they are able to consistently generate about 10% of their topline revenue from loyalty + referrals. This was a 220% increase from their former platform and due to a significant increase in redemption rates (72% on average).

One of the most important parts of success with Toki is automated communication with your loyalty members. With Toki, we connect your email and SMS in order to engage post purchase. We highly suggest also promoting the Apple Wallet card in your customer journey so you can follow up with your customers via push notification as well.

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