Wild, co-founded in 2020, is on a mission to eliminate single-use plastic from the bathroom. With a focus on natural and sustainable products, Wild offers refillable cases and biodegradable refills for deodorants, body wash, and other essentials. Recently acquired by Unilever, Wild aims to become a mainstream brand accessible online and in stores. Learn more about Wild here.
Success Metrics: Since launching on Shopify, Wild has achieved:
- 8% conversion rate – above industry average
- 40-50% of customers on subscription plans, increasing customer lifetime value
- 1.5% increase in conversion rate after implementing checkout extensibility
- £65 million in revenue for 2024 across four stores (UK, US, Australia, and Europe)
The challenge: Navigating the beauty industry's complexities
Wild faced the challenge of entering a competitive beauty market while promoting sustainable practices. The brand aimed to normalize online subscriptions for products typically purchased in-store, which required overcoming customer hesitance and establishing trust. Additionally, Wild needed a user-friendly platform that could support its growth and operational needs.
We knew we had to create a flexible and trustworthy shopping experience to encourage customers to switch to our sustainable products.
The solution: Leveraging Shopify for flexibility, scalability, and customer loyalty
Wild chose Shopify for its user-friendly interface and robust features from day one, which have been instrumental in supporting their subscription-based model and enhancing customer loyalty. Approximately 40-50% of Wild's customers opt for subscriptions, generating about £20 more in lifetime value (LTV) compared to one-time purchasers.
The flexibility offered to customers is a key aspect of Wild's strategy. With Shopify, users can easily manage their subscriptions, customize orders, and even pause or cancel at any time. This level of control fosters trust and encourages long-term commitment. To incentivize subscriptions, Wild offers a 20% discount, making it an attractive option for budget-conscious consumers.
Wild's transition to checkout extensibility simplified the purchasing process. Previously, there were separate checkouts for subscribers and non-subscribers, complicating navigation. Now, all customers experience a streamlined checkout through Shopify, which allows for effective upselling opportunities, increasing average order value (AOV).
Simplicity is crucial, as Wild's customer base includes both tech-savvy younger consumers and older individuals who may be less comfortable with online shopping. This intuitive shopping experience has contributed to a high conversion rate of 8%, well above the industry average.
Additionally, Wild utilizes Shopify's data integration capabilities to enhance marketing strategies. By analyzing customer data, they can create targeted advertising campaigns on platforms like Meta and TikTok, optimizing their advertising spend.
We’ve been able to disrupt as a business, because we haven’t had to focus on the technical side as much, because Shopify have done that for us.
Overall, Shopify empowered Wild to create a flexible, customer-centric shopping experience that prioritizes convenience, simplicity, and sustainability, establishing a strong foundation for growth and customer loyalty in the competitive beauty industry.
We launched with Shopify from day one, and its ease of use allowed us to focus on building our brand rather than getting bogged down in technical details.
The result: Enhanced customer experience and strong brand growth
Wild has successfully transformed its customer engagement and brand strategy through Shopify. The implementation of checkout extensibility simplified the purchasing process, resulting in a 1.5% increase in conversion rates. The brand's focus on customer flexibility, including the ability to manage subscriptions easily, has fostered trust and loyalty.
Our conversion rate of 8% is a testament to the effectiveness of Shopify's optimized checkout process.
Wild's growth has been impressive, with 65 million in revenue in 2024 across its four stores. The brand continues to prioritize sustainability while providing a seamless shopping experience that appeals to a wide range of customers.
By leveraging Shopify's technology and flexibility, Wild is well-positioned to disrupt the beauty industry and promote a plastic-free bathroom for all.