🎯 Challenge

When Boxed Water is Better launched flavored water for the first time, demand far outpaced supply. A year later, the team planned a relaunch, but this time, they needed a more sustainable, trust-focused approach. That’s where I came in.

🧠 Strategy

As Senior Retention Strategist at Common Thread Collective, I partnered closely with Boxed Water to create a phased launch strategy designed to rebuild trust, reward loyalty, and manage demand more effectively.

My primary goals were:

• Sustainability: Avoid overwhelming inventory and fulfillment.
• Exclusivity: Make key customers feel like VIPs.
• Trust: Reintroduce flavors with confidence after the earlier misstep.

I identified and prioritized the brand’s top ideal customer segments:

• Engaged wholesale clients who had purchased flavors in the past
• Engaged DTC customers with a history of flavored product interest
• Subscription customers with at least one renewal
• High-LTV customers ($500+ or 3+ orders)
• High-spend customers with an LTV of over $500 or 3 plus orders

⚙️ Execution