Grüns

Grüns is a wellness brand best known for its superfood gummy supplements designed to make daily nutrition simple and delicious. Their goal has always been to help customers land on the right wellness plan, then make it ridiculously easy to stick with it.

That matters because Grüns doesn’t have a “one-size-fits-all” purchase flow. 

“We have a complex purchase flow where we have different subscription options as well as different products across our universe,” shared Sam Gardenswartz, VP of Ecommerce. “We really view the post-purchase space as a place where we can really help customers find the perfect plan for them.”

That mindset shaped how Grüns uses Aftersell as a structured extension of the buying journey, built to increase order value while keeping the experience on-brand and frictionless.

Aftersell became a structured extension of the Grüns buying journey, with their team focusing on building a system designed to maximize relevance and continuously optimize performance.

This led them to use two of Aftersell’s products: Post-purchase upsell and checkout offers, and then eventually adding Aftersell’s sister app, Upcart for cart offers.

Through these, Grüns was able to

• Segment customers intelligently (subscription vs non-subscription, product lines, audiences like kids vs adults)
• Deliver highly specific offers without compromising the look and feel of the brand
• Support continuous iteration, because their product mix and testing roadmap are always evolving

“It’s been exciting to be able to test the improvements that the team is rolling out,” Sam said, pointing to new functionality like carousels in post-purchase offers and countdown-style urgency elements.

Here’s how Grüns executed their Aftersell strategy:

1) Build post-purchase funnels that cover the full customer base

Grüns’ strategy is simple in principle: maximize the number of relevant upsell opportunities across as much of their customer base as possible.

In practice, they execute that with detailed triggers designed to ensure that customers see an offer, whether they are:

• Subscription or non-subscription
• Buying for kids or adults
• Purchasing across different products and flavors

The point is to keep it controlled and clear, so every offer feels relevant and personalized. 

Granular funnel structure also gives the team clearer insight into which customer segments respond to offers, without everything getting lumped together.

“We’re not concerned about how the brand is presented with Aftersell because we get to use our copy, imagery, and colors. There are enough controls there that we can make sure it’s still a delightful experience.”

- Sam Gardenswartz, VP of Ecommerce at Grüns

2) Use post-purchase to upgrade subscription cadence

One of Grüns’ strongest post-purchase plays targets shoppers who purchase the first subscription tier. 

With this strategy, Grüns uses post-purchase to move customers from a shorter subscription cadence to a longer one, effectively locking in more supply and more longevity.

If a customer purchases a subscription, they can be prompted to upgrade to a quarterly plan (12 weeks) instead of the standard four-week cadence.

This approach reflects how Grüns thinks about post-purchase: not as an impulse add-on, but as a moment to help the customer commit to a plan that fits their routine. At the same time, giving the brand’s LTV a nice bump.

3) Lean into what works: “same product, better deal”

Another post-purchase play targets shoppers who purchase a standard pack without subscribing.

The offer is intentionally straightforward: the exact same pouch, offered post-purchase at 25% off. And it makes sense, considering many of these shoppers may be first-time buyers who aren’t ready to commit to a subscription yet.

It’s a classic “increase the basket without changing the decision” move, and it has been a major revenue driver.

4) Keep optimization running with A/B tests and funnel design

Grüns treats post-purchase like an iterative system:

• Running A/B tests (including copy and CTA variations) to understand which language and offer are the most impactful.
• Using a consistent structure of upsell followed by a downsell in many funnels, for when shoppers decline the upsell offer
• Experimenting as their product universe expands, shifting from a heavy subscription focus toward more cross-product testing over time

“The analytics on the post-purchase offer are very strong. We can A/B test and see uptake, and that’s exciting.”

- Sam Gardenswartz, VP of Ecommerce at Grüns 

5) Extending the strategy to cart

Once the post-purchase was performing, Grüns went ahead and tested upsell offers directly in the cart.

Working closely with Aftersell, Grüns built a customized cart experience, including

• Variant metafield logic to power dynamic pricing displays
• Subscription upgrade prompts directly within the cart drawer
• Cross-sell widgets between adult and kids product lines
• Custom order tagging to measure performance by segment

The same subscription upgrade motion is now reinforced earlier in the journey. And in case shoppers aren’t interested in subscribing yet, there’s a secondary upsell for their kids' offering.

Just like post-purchase, the cart is treated as an evolving system.

Grüns’ post-purchase strategy is delivering structural improvements to subscription economics.

A meaningful share of subscribers now upgrade from a 4-week plan to a quarterly subscription after completing their purchase. That shift alone has created a noticeable lift in revenue per subscription order.

More importantly, the impact extends beyond immediate revenue.

A 4-week subscription represents a single billing commitment, while a quarterly plan represents three billing commitments. By moving a portion of subscribers to a longer cadence early in their journey, Grüns can lock in more committed value upfront and materially improve projected lifetime value.

The Grüns team also stays in a continuous testing rhythm, adopting new Aftersell features as they roll out, running A/B tests, and refining funnel logic as the product universe expands.

“The team has been really great and helpful. The response times have been very, very strong. You don’t see real partnerships like this often.”

— Sam Gardenswartz, VP of Ecommerce at Grüns

The takeaway

You don’t need a massive catalog to run a high-performing upsell program; you just need the right journey and the right offers.

Or as Sam put it: the post-purchase moment is where Grüns can “help customers find the perfect plan for them,” and make the next decision feel just as easy as the first.