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Oat Haus: Selling more with build-a-box

Oat Haus: Selling more with build-a-box

“Bundling through Awtomic has changed our eCommerce landscape. It improves our top-line by providing a seamless user experience to bundle products, which increases conversion & retention. And also supports our bottom line by drastically reducing the amount of customer service tickets to assist customers in bundling products & managing subscription bundles “ - Eric Katz, Oat Haus Co-Founder

Written by

Emily Yuhas

When Ali Bonar founded Oat Haus 4 years ago, she was on a mission to make clean eating fun. After not being able to find a great alternative to nut-based spreads, she developed Oat Haus’s line of delicious granola butters. 

When it comes to selling these delicious granola butters direct-to-consumer, selling in bundles just makes sense. Shipping costs can get prohibitive with a single jar, but Oat Haus’ customers were having trouble committing to just one flavor when ordering 3 or more jars. 

This made for customer support and fulfillment pain with special combination requests flooding the team’s inbox. Also, although subscriptions had been offered on their website for over 2 years, growth had been slow because of the inflexible experience when buying multiple items. 

“Bundling through Awtomic has changed our eCommerce landscape. It improves our top-line by providing a seamless user experience to bundle products, which increases conversion & retention. And also supports our bottom line by drastically reducing the amount of customer service tickets to assist customers in bundling products & managing subscription bundles “  - Eric Katz, Oat Haus Co-Founder 

Challenges with Recharge and Homegrown Bundles

Before migrating to Awtomic, Oat Haus was using Recharge combined with a homegrown version of bundles to sell variety packs and subscriptions. This created a few major problems for the team: 

Lower conversion to subscription:

Although they had launched subscriptions almost two and a half years ago, conversion to subscription was low compared to overall sales. The team knew that their customers were looking for customized bundles, but the combined custom purchase flow with the limited tools Recharge provided for managing them were not providing a good experience. 

High volume of customer support requests:

Homegrown bundles worked for the initial subscription purchase, but when customers did choose to subscribe, they often were tempted by new flavors or wanted to change their subsequent orders. This could only be done manually by the team through emails to customer support. <any data on volume?> 

Limited Options For Customers:

Due to technical limitations of Recharge in handling bundles, customers were forced to choose from a list of predetermined combinations of jars. This not only provided a clunky user experience (a large drop down list), but also in an effort to ease that experience & shorten the length of the dropdown, the team was forced to limit the amount of options available to customers.

Awtomic Build-a-box: Simplicity and power

Awtomic’s build-a-box feature was exactly what Oat Haus was looking for and made a complex concept something that is very easy to set up and start selling. Some benefits included: 

  • Fast setup and easy management of build-a-box configuration through the app’s admin interface 
  • Intuitive purchase flow for customers that drives higher conversion 
  • Powerful subscription management experience that gives customers control of their own selections without needing manual help 

“The overall transition to Awtomic was seamless both for us and our current subscribers... And the Bundle product setup and management is a breeze. We created our first products in a matter of minutes and can update the bundle options in seconds.”  - Eric Katz, Oat Haus Co-Founder 

The numbers

  • Over 60% more subscriptions being sold on Awtomic 
  • 15% subscription growth in first two months 
  • Build-a-box subscribers are 50% less likely to cancel their subscriptions
  • At least 22 customers editing subscriptions per day on the customer portal with multiple changes per session - saving hours of time every week for the team