Wyman's is a family-owned manufacturer of blueberry and other fruit products in the United States, with a more than 150-year history. When the COVID-19 pandemic shifted consumer shopping behavior, Wyman's recognized the opportunity to build a direct-to-consumer channel — and turned to First Pier to help them build it from scratch. What started as a single DTC website has grown into a multimillion-dollar revenue stream and the fastest-growing segment of their business.
As Wymans’ has branched out into direct-to-consumer projects, increasing order value and customer lifetime value have been dual goals.
Focusing on the add-to-cart experience, we were able to improve both metrics in one fell swoop through our partnership with Rebuy. Using the platform’s “convert to subscription” in-cart functionality paired with intelligent upsells at several touch points across the buying journey we were able to significantly increase Wyman’s bottom line without major coding.
Bringing in the functionality of Rebuy’s smart cart engine and upsell widgets, we were able to affect significant positive change, swiftly, and with relatively low investment.
We went from essentially $0 in sales to multimillion-dollar sales very rapidly, and we're continuing to grow. We wouldn't have been able to achieve any of that without First Pier.
Patrick Carroll, VP of Innovation — Jasper Wyman & Son
Subscriptions are won in the cart, not in the campaign.
A customer who has just decided to buy is the only person who has already answered the hard question. Everything upstream — the ad, the email, the landing page — was spent getting them to that moment, and most stores then treat the cart as a formality to be moved through as fast as possible.
Wyman's did the opposite. The convert-to-subscription prompt sits exactly where the decision is warmest, alongside upsells placed at the points in the journey where another item reads as convenience rather than interruption.
63% of orders now arrive as subscriptions, average order value is up 34%, and gross sales up 6.8%. The middle number is the one that compounds — each of those orders is a customer acquired once and billed repeatedly, which is the difference between a store and a business.
The other lesson is about cost. This was configuration on top of Rebuy rather than custom development: no major build, delivered quickly. The highest-leverage ecommerce work is often not the most technical. It is knowing precisely where in the journey to ask.
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