ReCharging a Subscription Model
Many Americans have begun to shift away from their consumption of milk in search of more sustainable, environmentally responsible options.
Enter Sweden-based Oatly. The 25-year-old company processes fiber-rich, sustainable oats into nutritious oat milk without taxing the planet’s resources. The company wanted to create a direct-to-consumer subscription model for its US customers.
The project? Creating a checkout and customer portal that offered a holistic, user-friendly experience without sacrificing quality or merchant requirements.
Oatly partnered with Netalico, a hands-on, merchant-focused ecommerce development agency that collaborates with merchants to build, optimize, maintain, and grow their online stores.
The challenges
The teams collaborated to take a three-pronged approach that addressed each of the project’s challenges:
- ReCharge leveraged its expertise in the subscription ecosystem to address a lack of public awareness by implementing a dedicated Oatly Subscriptions Page
- Netalico overhauled Oatly’s customer portal to offer maximum flexibility so customers could manage their subscriptions and orders
- The portal included multiple subscription options, an off/on toggle to subscription pages, and clear FAQs that empowered customers to easily manage their subscriptions
Oatly’s value proposition — offering customers convenience, value, and accessibility — has led to a 188% increase in monthly recurring revenue since launching its updates.
“We’re excited about the work that Netalico and ReCharge accomplished together on us.oatly.com. The ReCharge app is a straightforward platform to work with, and it has been a great subscription solution for our e-commerce website. We wanted to provide our customers with an intuitive and unique account management experience, and the results truly show that this project has been a major success.”
CHEYENNE THAYER, E-COMMERCE MANAGER, OATLY US
