Since its launch in 2019, Trip Drinks has gained widespread popularity, known for its category-defining design, natural ingredients, and wellness benefits. As functional beverages continue to rise in demand, Trip has positioned itself as a stylish, wellness-focused brand that appeals to health-conscious consumers seeking alternatives to alcohol. Whether as a midday refreshment or a means of unwinding after work, Trip Drinks provides a modern, flavorful way to relax.
Trip Drinks offers a small but growing range of consumable products, making it well-suited for subscription-based purchasing. While a basic subscription option was available, it was limited to single-product selections and lacked optimisation.
The objective was to increase Average Order Value and drive higher subscription rates through an innovative user flow that incorporated cross-selling and upselling.
Additionally, the solution needed to support dynamic pricing incentives and discounts while enabling precise measurement of user engagement through funnel tracking tags.
A key challenge was to develop a solution that seamlessly integrated with Trip Drinks' existing infrastructure, warehouse operations, and pricing strategies.
With a continually expanding product range, it was essential to build a robust, flexible, and user-friendly functionality. The system needed to ensure a clear and intuitive user experience, reducing bounce rates, minimizing subscription churn, and eliminating any confusion in messaging.
A final consideration was the development of a "build-a-box" functionality and customisation to support Trip Drinks' expansion into new global markets.
With Recharge selected as the core technology to power the build-a-box feature, the solution was designed to maximize its available functionalities. Collaborating closely with Trip Drinks’ brand and growth teams, prototype wireframes were created for each product and user flow.
By following a process based on consistent communication, detailed scenario planning, and rapid iterations, multiple subscription flows were developed. These flows were tailored to be adaptable within Recharge while ensuring a customised and optimised e-commerce front-end experience that the Trip team could manage efficiently.
While Recharge natively supports product bundles, Trip’s configuration would require a custom setup. The build-a-box functionality and its user flows were implemented using a combination of Recharge, metaobjects, metafields, custom code, and Vercel server. Vercel played a crucial role in running the backend of the Shopify bundle builder, ensuring smooth and reliable performance. By fetching the correct product and checkout details from the Shopify API, Vercel facilitated seamless integration with the website's checkout process.
Trip Drinks leveraged Recharge to enable powerful and highly manageable subscription flows. Recharge provided the flexibility to tailor subscription experiences, recognizing that not all customers have the same needs or should be treated identically. With Recharge, it became possible to offer diverse product setups and implement dynamic discount cadence incentives that would have been challenging to execute otherwise. The subscription platform’s robust functionality allowed for advanced subscription management, including customisable billing cycles, product swaps, and flexible pause or cancellation options.
Additionally, Recharge's integration with Shopify facilitated seamless automation of recurring payments, inventory synchronization, and personalised customer experiences. By utilizsing Recharge’s analytics and customer segmentation tools, Trip Drinks was able to refine marketing strategies, optimise pricing structures, and improve subscriber retention.
The adaptability of Recharge ensured that Trip Drinks could provide a frictionless, user-friendly subscription model that aligned with their business goals while enhancing customer satisfaction and engagement.
Since launching, the bundle flow has directly contributed an additional recurring monthly revenue of ~£20,000.00 in gross sales.
Conversion sits at an impressive 3.43% and Average Order Value rose by 119% compared to non- bundle flows.
Customers have taken enthusiastically to Trip Drinks’ subscription-centric stance and polished experience:
We have also been delivering on a Optimisation Roadmap supporting conversion across the site as well as improving user experience, product discovery and digital brand alignment.
The brand has defined a new category of calm with a lot of the success driven from the pastle can colours and minimal yet bold design. This was the basis of the strategy when designing site improvements. This work included a overhaul of the site navigation to aid visual product discovery and improve UX with a big focus on mobile as you would expect in DTC e-commerce. We also took this approach to product discovery on the listing pages, implementing a manageable visual filter system, harnessing the power of the brand identity.
Beyond these crucial optimisations and redesigns, strategic targeted landing pages are consistently delivered supporting the vast amount of traffic coming from paid media and supporting decrease the cost of customer acquisition.
