Chewy+ | Launch Membership program
Product Design | Zero-One Launch
Chewy+ Membership
As part of growing Chewy’s customer base and increase share of wallet, Chewy decided to test a paid membership program. This program plan was to first launch a Beta to understand customer interest and test the validity of our cost to understand if the membership would be worth to roll out to all customers. When I joined the Chewy+ team, we were three months out to launch with a membership experience still to refine.
Project Goals
Chewy+ Membership Goals
Increase Net Spend per active customer: how do we increase the share of wallet and move people’s spend to Chewy away from our competitors.
Encourage adoption of programs and categories: offer products, services and expertise to help members learn about all the programs Chewy has to offer aside from just food.
Drive value perception and brand affinity: improve Chewy’s perception through programs that drive emotive and differentiated programs and benefits.
Launch Phases
Lead up to Beta
Focused on launching a lovable MVP we could learn from. Designed a clear sign-up flow, benefit education, and tools for managing membership.
Created in this phase:
Chewy+ landing page
Free trial sign up experience
Membership dashboard
Emails
Post Beta
Used customer insights to refine the experience and prepare for all-access launch. Focused on making membership feel more inviting and memorable.
Created in this phase:
Member exclusive offer on medications sitewide experience
Updated landing page and membership page
Members only homepage experience
Scale for growth
Built on Beta insights to move from MVP to MLP—focusing on acquisition and aligning with best-in-class membership experiences.
Created in this phase:
Membership upsell experience
Renewals experience
Designs
Landing Page & Member Dashboard Beta and After
Beta Sign up Page and Member Dashboard
Post Beta Enhanced Sign up page and Member Dashboard
See the full membership page experience
Chewy Homepage Experience
Goals were to increase Chewy+ Member VIP experience and share the most vital information to our members. These insights were gleaned from our Diary Studies where members want to feel differentiated from regular Chewy customers and to see the value of their membership.
“Just enough crucial information and my pet’s photo!”
“Wow, this addresses my complaint. I wanted to see my rewards in a quick view!”
Beta Learnings & Today
Beta Launch
We launched beta in June 2024 with a goal to get 5k members by the end of the year. We ended up getting much more than 6k to test.
We learned that there were a lot of positive behavior changes from our members including:
Orders increased from 1.1 orders/week to 1.87 orders/week
52% of order values increased from $58.10 to $68.30
Members increased their Autoship adoption by 39%
Members have over 2 sessions per week which is more than regular chewy customer sessions of less than 1
Today’s Metrics
Chewy+ is now available to all Chewy.com customers. As we are still working on acquisition upselling in funnel (design currently in progress), we are still seeing positive growth and above average conversion rate to paid.
Free trial to paid conversion rate is 68%
We have 600+ members joining on a daily basis
Paid members 21,225
Feb ‘25 - March ‘25 we’ve increased Autoship subscriptions by 67%
“I am Eugene and my cat is Lucy, and she is finicky like most cats so I can’t auto ship. She changes her taste and eats slow or fast sometimes. I love everything about Chewy+. ”
“Chewy+ has saved me money on shipping while trying to find a new dry food for my cat. She’s been struggling with some health issues the last couple of months. Being able to order the single bag of dry food without worrying about the shipping cost has been a relief. ”
“Chewy+ is amazing! Free shipping AND being paid to buy the stuff I’d already buy for my pets is a no-brianer! I’m a huge fan!”
“Love the Chewy+ membership! In the first month of having, the savings I’ve earned paid for it. I order more often now, since free shipping for TErra, Patsy, Joey & Jack. Thank you!”