Once Upon a Farm uses Peel to unlock key subscriber behavior data

About:

‍Once Upon a Farm — creates nutritious, delicious food for babies and kids, while saving parents time and energy. From baby's first bites to school snacking, Once Upon a Farm supports little ones (and their parents) with nutrient-packed fruits, veggies, and superfoods at every stage.

Once Upon a Farm offers pouches and organic meals in variety packs (veggie-forward meals & organic oats) and in customizable subscription plans. For the subscription plan, you can pick your box size (16 or 24 count), select your recipes (meals or cold-pressed blends), and choose a delivery frequency (1–5 weeks) to get started. You can update your preferences before each recurring delivery. 

Just think of all the data they must have to analyze with all those options and variations in subscriptions. 

‍In June 2021, Once Upon a Farm acquired Raised Real — a baby food company specializing in organic frozen meals. They needed to analyze their subscriptions more closely as they acquired this new business and expanded their line of products. 

Meeting Peel: 

They came to Peel when they acquired Raised Real and wanted to take a deeper look at their subscription and subscriber data. 

Analysis they needed:

Like many brands, they had specific questions they were looking to answer; but then immediately our retention based solution opened up a whole new set of ideas to explore.

They originally wanted to be able to look at the unique subscription lines – active subscribers by pouch or meal – and to understand how customers interact with each subscription line. With the power of Peel’s platform, they were able to go well beyond this to uncover the nuances of  how subscribers “behave” and thus impact their returning purchasing rate to the brand. 

“Peel Analytics has become a powerful tool within our tech stack, enabling us to more easily segment our data and uncover actionable insights to help drive our subscription business.”

- Jennifer Leen Berglund, Director of Ecommerce & Digital Marketing

The Once Upon a Farm team is constantly using Peel to get answers to the questions they have about their customers' purchasing patterns. They make dashboards that answer all sorts of their questions, so they can easily keep an eye on the changes in customer purchasing behavior.

Peel’s out-of-the-box analysis for their customizable subscription box :wink: saves them heaps of time that would otherwise be spent running the analysis manually via data downloads & cleaning & pivot tables galore. Once Upon a Farm uses Peel to understand their customer purchasing patterns, so they can make strategic marketing decisions that impact every customer.

The team at Once Upon a Farm notes that Peel has enabled them to spend time more strategically analyzing the business versus mining and cleansing data within Excel spreadsheets.