The Challenge
A £5m turnover global wellness brand approached 181st Street for a strategic growth audit to support their next phase of scale.
The brand already had a loyal community and a best-selling hero SKU, but was over-reliant on one product, experiencing high subscription churn, and lacked a structured approach to pricing, cross-selling, and marketing content.
Our objective was to audit performance and use the findings to build a behavioural and commercial strategy that would improve profitability, increase customer lifetime value, and reduce reliance on a single hero product.
Our Approach
We delivered a full growth audit and strategic roadmap, combining pricing psychology, behavioural funnel design, and brand architecture recommendations.
Our key recommendations included:
Pricing Strategy: Raise all prices except for the hero SKU, keeping it within System 1 impulse-purchase thresholds for the brand’s target demographics.
Subscription Reframing: Reduce the hero SKU size to align with replenishment cycles and paydays, reducing product build-up and subscription cancellations.
Navigation Redesign: Restructure the website menu around customer outcomes – such as Better Sleep and Immunity Boost — to improve product discovery and enable natural cross-sells and upsells.
Content Strategy: Build social and email content pillars around product outcomes, provenance and ingredient benefits, and leverage the founder’s personal brand, combining storytelling, education, and solution-led messaging to reinforce loyalty and engagement.
The brand implemented our recommendations in-house over summer 2025.
Results
Within three months of implementation, the brand achieved measurable growth across all key indicators:
Total sales up 20%
Total orders up 25%
Conversion rate up 19%
Traffic up 8%
Returning customer rate up 92%, proving that the LTV strategy is working
Sales from Facebook up 0.6% and from Instagram up 456%, demonstrating the success of the new social content framework
Why It Works
By aligning product strategy, pricing, and messaging with behavioural science, the brand increased both customer acquisition efficiency and retention. Their restructured pricing and subscription model reduced churn while boosting profit margins, and the new outcome-based navigation improved cross-sell potential and lifetime value.
The integration of the founder’s personal brand across social and email channels created stronger emotional connection and consistency – driving both reach and repeat purchase behaviour.
Impact
This project shows how strategic clarity alone – when grounded in behavioural and commercial insight – can deliver measurable ROI. Even without external implementation, the brand’s internal team achieved a 20% sales increase and a 92% improvement in returning customer rate, validating the strategy’s effectiveness and scalability.