From seasonal interest to subscription orders

The business had a distinctive seasonal product, but paid promotion was largely limited to boosted social posts. Customers could buy a single box or pay for a year, while an ongoing seasonal subscription was missing. Finding the next customer and keeping an existing one both needed attention.

Fulfillment added another obstacle. Later shipments in an annual subscription were not reaching ClickShip, leaving the team to handle them separately. Billing, packing and dispatch needed to follow the real seasonal schedule, rather than simply count three months from each purchase.

We treated acquisition and repeat buying as one project: reach people looking for a subscription, make the offer easy to understand and work through the operational steps behind every seasonal box.

Google campaigns focused on the seasonal subscription and the reasons someone would buy it. Product and FAQ work addressed the questions behind that decision, including what arrives, when it ships and how the subscription works. The message stayed distinct from the corporate and custom gifting offered by The Maritime Box.

Meta campaigns went live, with early orders reported during the campaign review. Performance discussions then looked at the return from paid campaigns alongside boosted posts and other social activity. The focus was what the spend brought back to the business, rather than how much content had been published.

A recurring seasonal option was added alongside one-time boxes and prepaid annual subscriptions. Customers could choose to keep receiving the box instead of signing up again each season. Billing and dispatch rules were reviewed against the published seasonal dates, with the remaining configuration planned around that promise.

We worked with the subscription and shipping providers on an approach that creates a separate order for each shipment. The team also learned how to review upcoming subscription demand. The intended payoff was straightforward: make each box easier to find, prepare and send, while keeping the customer's subscription intact. Final rollout depended on testing the billing and shipping dates together.

Google and Meta advertising moved the store beyond occasional boosted posts, with early Meta orders reported during campaign review. Customers gained a recurring seasonal option alongside one-off and annual purchases. The next stage of fulfillment work supports that repeat business, so new demand can become orders the team can manage season after season.