In 2019, Gabi Lewis and Greg Sewitz realized something about the cereal industry.
Americans eat an average of 100 bowls of cereal per year but the majority of these cereals are filled with unhealthy sugar and grain.
Gabi and Greg thought to themselves: Why can’t people have their cereal and eat it too?
Thus, Magic Spoon was born: A guilt-free breakfast cereal that contains 12-14g of protein per serving with little to no carbs.
Magic Spoon wanted to create a delightful customer experience that allowed shoppers to discover and try as many flavors and products as possible as well as show them the benefits of subscribing to their favorites.
They had three goals in mind...
Before Rebuy, Magic Spoon had a typical cart page that wasn't optimized to boost AOV or conversion. This made encouraging customers to try subscriptions a clunky experience. Options were either defaulting orders to subscription or highlighting subscriber benefits in limited ways.
Above is a look at Magic Spoon's original cart which lacked personalization, popups, subscription benefit information, and the ability to reward customers.
Using this kind of basic cart is a lot like eating cereal without milk.
Sure you can do it but... is that bowl really living up to its true potential? Why not douse that cereal in some delicious dairy (or lactose-free alternative) and create a truly magical experience?
Like that metaphorical splash of milk, Rebuy brought its kit of conversion-boosting features and AI-powered personalization options to help Magic Spoon knock their goals right out of the Bowl Park (sic).
Strategy
The first step for Magic Spoon was using Rebuy's Smart Cart.
This gave the brand the ability to customize the shopping experience and add AI-powered personalization to their checkout. What's more, Yoon-Ji highlighted the significance of Rebuy's UI and brand-facing platform being so intuitively designed that it didn't require a lot of time invested in setting it up.
She also recognized that in the event someone new took on the responsibility of optimizing Magic Spoon's cart, the handoff with Rebuy would be smooth because of its user-friendly design. Yoon-Ji also emphasized how enjoyable it was to work with a founding team where everyone was so communicative and collaborative, especially when it came to feature requests.
Magic Spoon leaned on several one-click widgets to easily add features to their cart which enabled them to optimize the experience and drive conversions. Here's a breakdown of the Smart Cart widgets they used to tackle their challenges:
In-Cart Recommendations
Switch-to-Subscription
So let's take a look at what the customer experience now looks like with Rebuy's Smart Cart.
Two things jump out with this cart. First, the in-cart product recommendations allow customers to discover new products (different flavors, cereal bars, bundles, etc.).
The team at Magic Spoon theorized that an increase in AOV would be a leading indicator that customers were trying new flavors. Rebuy's Smart Cart made this product discovery more accessible and engaging for customers.
Secondly, the Switch-to-Subscription option at the top of the cart, showcases the 25% discount subscribers save when they switch from a one-time purchase to ordering the product on subscription.
This in-cart Switch-to-Subscription option, alongside a pop-up version triggered by adding a subscription-eligible product to the cart, resulted in significant increases in subscriber acquisition.
Before we share the results of their subscription opt-in, let’s look at how Magic Spoon leveraged their Smart Cart progress bar to bring nostalgia and delight to their customers.
You can see the Gift With Purchase in action in the screenshot above, with the branded progress bar telling the customer how many dollars they are away from a free Magic Spoon and then instantly adding the free product to the cart when they've reached a pre-set amount.
Before using Gift With Purchase, the brand was trying to merchandise The Magic Spoon in two different ways:
Revitalizing Magic Spoon's cart with Rebuy has been a tremendous success. In the last 90 days, average order value is up 14.75%, indicating that customers are trying out new products like the team at Magic Spoon hoped they would. What's more, 18,000+ products were switched to subscription using the Switch-to-Subscription widget in the Smart Cart.
Zeroing in on Rebuy specific metrics, 12.86% of Magic Spoon's total sales can be attributed to Rebuy.
With Magic Spoon and Rebuy working together to enhance the shopper experience, it's really a lot like having delicious and nutritious cereal and eating it too ✨🥣 ♾️
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Visit Magic Spoon to see Rebuy in action.