How YOCTO Recovered 13% of Cancelled Subscriptions Through a Stock Crisis for be:amazing

When be:amazing hit a wave of stockouts and SKU discontinuations affecting hundreds of active subscribers, churn was the default outcome. So we built a segmented swap, education, and retail strategy to turn that disruption into a retention opportunity.

Client Insights

be:amazing is a vegan plant-based protein and wellness brand founded by three friends on the belief that wellness should be both effective and enjoyable. The brand’s name traces back to co-founder Mike’s cancer treatment, and that story of resilience shapes its mission: building great-tasting, science-backed wellness products for everyone.

With a broad flavour range and a highly engaged subscriber base, be:amazing’s growth had made stock and SKU management an increasingly important part of protecting the customer experience.

The Challenge

be:amazing faced a compounding product availability issue. Several top-selling flavours went out of stock for long periods, leaving active subscribers with held orders and no communication.

At the same time, the brand discontinued 35 SKUs across multiple categories, directly impacting a high number of active subscriptions. With no structured outreach, swap campaign, or alternative channel strategy in place, churn was the default outcome.

Our Process

1. Segmented swap campaign

We split impacted subscribers into three groups – direct replacement available, no replacement, and low-intent – with tailored incentives for each. The campaign used 1-click swap mechanics via Loop, paired with a 4-touch email and SMS sequence covering transparency, incentive, urgency, and a dynamic retargeting banner.

2. Flavour education campaign

To rebuild interest beyond just the discontinued flavours, we ran a content series re-introducing the full product range to impacted and lapsed customers, through flavour spotlights, recipe content, UGC, and survey-driven campaigns, building excitement for products these customers had not yet tried.

3. Target retail push

YOCTO positioned Target as a convenient alternative purchase channel during DTC stock shortages, sending four weekly retail emails per month to maintain brand engagement and purchase frequency while direct-to-consumer stock stabilised.

The Results

• 13% of cancelled subscriptions reactivated, recovered through targeted outreach and swap campaigns
• 26% of impacted customers made a new purchase, driven by the flavour education and promotional approach
• Recovery rate improved from 8.9% to 13% on subscribers who would otherwise have churned with no intervention
• +18.4% email and +10.5% SMS revenue growth during the campaign period

Where To From Here?

YOCTO is now working with be:amazing on a broader product review and optimization strategy across several products, improving not just performance, but the products themselves and the overall customer experience across campaigns, surveys, flows, and retention initiatives.

Key initiatives include new flavour launches, old flavour reactivation, a preorder strategy, and another round of product swaps to support customers through further discontinuations.

This sits alongside a product optimization program that leverages customer feedback, reviews, surveys, and behavioural data to identify improvement opportunities, plus an updated nurturing strategy focused on acquisition and conversion, including a more structured nurture funnel for new subscribers and prospects.