CX Chronicles - Rejuvenate VIP in Motion
From experiments to design updates, a look at what we’ve built so far — and what’s coming next.
Hello everyone,
Welcome to the 16th edition of CX Chronicles!
This month’s edition is all about Rejuvenate VIP, one of the key projects that will continue shaping this quarter. It’s a big, layered initiative focused on evolving how we approach the value of membership, loyalty, rewards, and retention across the customer journey.
It’s also one of our most cross-functional efforts yet, with experiments already in motion, early signals coming in, and big thinking underway for what’s next.
☕️ So grab a coffee (or tea?), take your time, and enjoy the read.
What you’ll find in this edition:
TL;DR
The cross-functional team behind Rejuvenate VIP
[A/B Test] Pause Membership
[A/B Test] VIP shipping cost
[A/B Test] Using Store Credit to nudge customers to stay active
[Discovery] Rethinking the “6th Set Free” together with Loyalty
[A/B Test] Dashboard & Navigation
[Update] Savings in Shopping Bag
[Apps] VIP Experience on iOS & Android
[Collab] How CRM supports the VIP effort
[Strategy] What’s next for VIP Rejuvenate?
[Reflection] What the team learned along the way
Enjoy,
– Diana
[🎤 Ana U. here]
Rejuvenate VIP is a true cross-functional effort, with collaborators from CX, Tech, Engagement, and CRM all working closely together. Here's who’s behind this project:
Strategy & Product
Andrei F. (Group PM): Checkout wizard with fast instincts and a sixth sense for user pain points.
Adrian B. (Group PM): Calm in chaos, always ready with a sharp “but why?” He’ll challenge your thinking and back your best ideas all the way.
Ana U. (PA): Thread-tie-er from insights to alignment. The keeper of calendars, note-taker-in-chief, and the one making sure we all deliver (on time, somehow).
UX Design
Diana T. (UX Designer): Turns research into flows and complexity into clarity, always advocating for the user and the business.
Engagement & Data
Adrien D. & Lola V.: The masterminds behind the numbers.
Gaëlle & Marie-Prune: Grounding us in strategy and helping us uncover the hidden layers of loyalty and VIP. Thorough and always ready with a perfectly crafted slide.
Communication
Cristina I. (CRM): The comms whisperer who makes users feel like VIPs.
Front-End Dev
Cara: Pop-up engineer managing all things that pop (and a true master of the beautiful chaos he both creates and tames).
Iuliana: Thoughtful builder, curious explorer.
Back-End & QA
Andreea C. (BE): The living version of Getting Things Done.
Vlad R. (QA): The question master, always (unfortunately) right.
Mobile Apps Experience
Delta Team: Bridging web to app with finesse, making sure customers who use the apps get the full VIP treatment (plus a little extra sparkle on top).
P.S. Rejuvenate has been shaped by many hands. If we missed anyone, your impact hasn’t gone unnoticed. 💛
🚀 Projects in Motion
[🎤 Iuliana here]
What: An A/B test to remove the Pause option from the Account page, while keeping it in the Unsubscribe flow.
Goal: Reduce passive churn.
Status: Live and measuring: dashboard here →
Quick notes:
This was quick to implement, thanks to our experiment setup.
Launch timing required careful coordination to avoid audience overlap.
Early data signals
Still early, but we’re seeing:
Less use of Pause (as expected)
More skips
Autocharge slightly up, AOV higher
A slight increase in churn
We’re keeping an eye on performance as more data rolls in.
[🎤 Adrian & Iuliana here]
What: We’re testing free shipping that unlocks based on average order value (AOV). Goal: Encourage higher spend per order.
Status: Live and gathering data.
Quick notes:
What looks like a simple progress bar turned into a logic maze: VIP vs. non-VIP, digital vs. physical products, and a cart that changes constantly. Sometimes we wonder, what came first, the cart or the shipping methods?
One of the trickiest parts? Defining what counts toward the threshold: store credit? Priority Care?
Also, we say “Free Shipping” a lot. A big thank-you to everyone who helped us track down and update mentions across FAQs, footers, info buttons, and beyond. It was tedious but necessary 🙏
[🎤Andreea, Cara & Vlad here]
What: A strategic initiative to reduce Skip/Pause rates by offering store credit as a nudge to stay active. When customers want to skip the month or pause, we’re now testing the impact of offering $10 Store Credit as an alternative.
Status: Released on July 1st
It was a race to make it in time for this test, catching the Skip the Month window (1st–5th) was critical. Missing it would’ve meant waiting another full month to measure impact. The team moved fast and delivered. Big kudos to everyone who made it happen on time! 👏
Quick notes & behind-the-scenes:
What seemed like a simple logic trigger turned into a deep dive into tech debt, legacy code, and edge cases galore.
Tech debt is like gravity: it pulls you back, even if you switch teams. I was haunted by old code I wrote in 2019. Cara 2031, if you see this message, know that I tried to do better this time around.
- Cara (FE)
Started simple… then kept expanding. With every new test case, complexity grew—but in the end, it’s solid and well covered.
- Vlad (QA)
The challenge wasn’t just working around tech debt, it was learning to move forward without adding more. It’s important to solve the current problem and write clean code that makes future development easier. Solve for today, improve tomorrow.
- Andreea (BE)
Big thanks to everyone who stayed patient through testing and implementation. We’re now tracking how this credit incentive impacts user behavior over time.
[🎤Andrei F. here]
The “6th Set Free” is one of our most appreciated VIP perks. But with the introduction of our Loyalty Program, we now have two parallel systems rewarding customers. This makes it harder for customers to understand how the benefits work together.
While Loyalty and VIP each bring value, their coexistence creates confusion, especially around what’s earned, when, and how. The “6th Set Free” perk also has limitations. For example, sets purchased with offers don’t count toward the reward, which leads to frustration among our most engaged customers.
Status: We’re currently in the exploration phase, working with the Engagement team to assess how we might evolve the experience. The goal is to simplify the rewards structure, improve clarity, and maintain the exclusive feel that VIP members expect.
We’re also reviewing how we communicate this perk, since it appears across emails, dashboards, and several parts of the site.
[🎤Ana here]
What: We’ve shared a few previews during Company Meetings. It’s important to clarify that this is more than just a UI refresh. This update aims to improve how VIPs interact with the platform and access what matters most.
What we're testing:
A redesigned navigation structure and a dedicated VIP Dashboard, which are intended to:
Consolidate the VIP experience in one central place
Help VIP customers see their available perks and why it’s worth it
Improve access to key pages like Personal Info, Orders, and Notifications
Increase engagement and improve subscription behaviors
Early signs are promising:
Access to important pages such as Personal Info, Notifications, and Store Credit has increased by 5% to 45%, showing stronger visibility and improved usability
Retention metrics are showing early improvement, with fewer users skipping, pausing, or churning. Conversion rates remain steady, suggesting the new experience supports healthier long-term behavior
What’s next:
We’re still working out conclusions as we investigate a few open questions, like how this experience impacts loyalty program visibility and engagement. More to come soon!
What: Over the past few months, we’ve rolled out updates across Cart, Account, and Shopping Bag to help VIP customers better understand the value of their membership. Some of these changes are still under A/B Testing, while others are live on the website.
Goal: Make savings clear and easy to grasp.
After introducing these improvements, we received feedback from customers who felt the math didn’t add up, especially in the Shopping Bag. One key issue: the way discounts were applied wasn’t clearly reflected in how prices were displayed.
What was confusing: VIP customers get $10 off every set, applied to the regular price before any other promotion kicks in. However, customers only saw the VIP price (already discounted), making it unclear how savings stacked.
We updated the cart to:
Show the regular (base) price crossed out
Clearly label the $10 VIP discount per item
Help customers see how their perks stack with promotional offers
This small but important change can make a big difference in how customers perceive the value they’re getting. Clear pricing in the Shopping Bag helps build trust and supports confident decisions.
[🎤 Dana L. here]
In the app, the Account section plays a more central role than on the website. It’s always accessible through the bottom navigation. Last year, we restructured the content to make high-intent actions like reordering, buy again, and wishlist access easier to find.
In 2025, as part of the Rejuvenate VIP initiative, we took it a step further by placing VIP perks front and center within the Account section.
Early results from Android app testing show:
Slightly lower access to the VIP Perks page, which is expected since perks are now visible upfront (not a negative aspect)
Pause and cancel rates are down, suggesting stronger retention
A small increase in skip rates, along with an increase in purchases and revenue
These signals are promising. We’re currently working on understanding how these patterns influence the 12-month LTV of VIP and overall subscription behavior.
All of these improvements are closely connected to how we communicate with our customers, because we need to:
Adapt transactional communications to support new flows
Align messaging with current incentives and feature launches
So far, we've updated copy and redesigned around 50 emails, adding banners and variants to reflect what users now see on the site. The goal is consistency across emails, SMS, and push notifications.
Here’s what we’ve tackled:
$39.95 vs $49.95 Autocharge A/B test: autocharge emails, banners for prospects, VIP onboarding flow
VIP perks: Banners in batch campaigns, onboarding, and transactional emails
VIP savings: New monthly campaign, mentions in Payment Vacation and Autocharge emails
Promotional Store Credit: Two new emails created
Split Shipments: Work in progress — revamping existing order templates and creating new ones
🎉 Winner of the Most Wanted Makeover: Autocharge success email takes the prize!
This makeover grabbed customers' attention and delivered great news: the updated Autocharge success email is performing better across the board.
[🎤 Andrei F. here]
Our VIP customers are some of the most engaged and profitable segments of our business. However, their on-site experience has remained mostly unchanged for over seven years. Competitive research confirms that our membership program is one of the strongest in the market, but we are not communicating its value as clearly as we should.
The Rejuvenate VIP initiative was created to address that gap. The goal is to make the program feel more relevant, easier to understand, and more closely tied to what drives retention and long-term value.
Where we are now:
Clarified the core benefits of the VIP membership
Made the value proposition more visible across the site and app
Introduced early retention incentives to support longer-term participation
What’s ahead:
Simplify and improve how we communicate the program and its perks
Explore ways to align or combine elements of the VIP and Loyalty programs
Reassess membership mechanics to make sure they deliver maximum impact and customer satisfaction
💬 From the Team: What We Learned
We asked a few team members:
“What’s something you learned during the Rejuvenate project that you’ll apply elsewhere?”
Here’s what they shared:
You never know what comes next or what you might find in the code, so focusing on what I can solve today is the best way to navigate the tides.
Iuliana Baleanu
I learned that small wins matter, and it helps to know exactly what you want to achieve and what the requirements are. Staying focused on your tasks without getting distracted is really important.
Andreea Cojocaru
Only through a patient approach and careful documentation of each test scenario was it possible to steadily and efficiently move the process forward until the project was completed in good conditions.
Vlad Ristoiu
That’s a wrap on this month’s deep dive into Rejuvenate VIP. It’s exciting to see so many teams come together to rethink what VIP means and how we deliver value across the experience. Although there is so much to do ahead, it’s important to remember that our work is already making a real impact.
If you made it this far, thank you. If you just skimmed the highlights, I see you too. Either way, I hope you leave with a better sense of where we’re headed and how we’re working to build a stronger, clearer, more rewarding experience for our customers.
See you in the next edition,
Diana T.