The Yankee Candle Company smells an opportunity for predictable revenue.
The candle icon is partnering with relationship commerce platform provider Ordergroove to offer a seamless subscription program. Yankee Candle’s new service delivers products – including home and car air fresheners and other items beyond candles – on a personalized schedule customers can change online anytime.
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Subscribers also qualify for a variety of incentives on subscription orders, including product discounts and a lower shipping threshold. Yankee Candle says it has seen 343% growth in recurring revenue since March 2020, the beginning of the COVID-19 pandemic. In addition, the company sees the new program as a tool to establish recurring relationships with customers that can generate predictable, profitable revenue during the disruption of the pandemic.
Working with Ordergroove, Yankee Candle has been able to gradually introduce products to its subscription program. The retailer also has the flexibility to modify product offerings and exclude seasonal items that aren’t available throughout the year.
In addition, Yankee Candle can configure product specific promotions and offer reduced shipping thresholds for subscription orders. Customers have complete control over their subscriptions, from what is included to where they ship and when. Also, customers can change the fragrance in their order online if they’d prefer to receive a different one for an upcoming subscription order.
The company also offers a curated subscription offering, Fragrance Flight, which enables customers to participate in a guided quiz that helps them select a box based on their fragrance preferences. Curated boxes are shipped several times a year.
And as of July, the subscription program integrates with Yankee Candle’s new loyalty program, Yankee Candle Rewards, making it seamless for customers to receive 2x points on subscription purchases.
“We are constantly seeking to deliver consumer experiences that evolve with their shopping behaviors,” said Justin Swenson, VP of digital experience, Newell Brands. “Our subscription program allows consumers to receive products they love on a predictable cadence. Our partnership with Ordergroove gives us the ability to build strong, long-lasting relationships with our customers.”
Based in South Deerfield, Mass., Yankee Candle is a wholly-owned subsidiary of CPG company Newell Brands, Inc. and is sold through mass and specialty retailers, online and in over 475 Yankee Candle retail stores.