Remedy Science’s VP of DTC turned one question into a subscription growth playbook
Marina Zitser
THE CHALLENGE
Marina Zitser, VP of DTC & Retention at Remedy Science, was staring at a gap she couldn't explain. Her order retention numbers and subscriber retention numbers were telling two different stories, and she had no fast way to find out why.
The conventional path would have been painful: export audit logs, pull CSVs from multiple platforms, build pivot tables, and manually stitch together data from Skio, Klaviyo, and Shopify. Days of work, if the team could get to it at all.
Without clear answers, the risk was real. Her team might spend time fixing problems that weren't problems, while the actual revenue leaks went undetected.
THE SOLUTION
Skio's team introduced Marina to Flaunt's AI data analyst, the ultimate analytics tool for subscription brands. Flaunt connects subscription apps like Skio with Klaviyo and Shopify data in a single interface and lets operators ask questions in plain English, with no SQL or manual exports required.
Marina installed the free Shopify app and asked her first question. Within minutes, Flaunt delivered a complete breakdown of the retention gap, categorized by root cause. It turned out that most of the 70% vs 52% gap was expected behavior: subscribers on 2–3 month billing cycles simply weren't due for their second order yet. The portion that actually represented real churn was far smaller and far more actionable.
That clarity alone saved weeks of misdirected effort. But Marina didn't stop there. Her first answer sparked 10+ chat sessions, new recurring reports, and a full audit of her subscription program.
THE RESULTS
Across 70+ messages, Marina uncovered 15+ insights that translated directly into action across revenue, churn, and lifecycle optimization:
Revenue & LTV Optimization
- Identified a discount strategy change that was quietly eroding subscriber LTV. Marina prepared an executive summary to revert the change and implement a more profitable offer structure.
- Confirmed a 57% LTV advantage for subscribers over one-time purchasers, validating investment in a new OTP-to-subscription conversion flow.
Early Churn & Retention Fixes
- Discovered that 48% of subscribers churned before Order 2, prompting new retention touchpoints at key intervals, plus gift callouts to reduce early drop-off.
- Found that only a small percentage of indefinitely paused subscribers ever reactivated. She disabled indefinite pauses and implemented a 60–90 day maximum to prevent soft churn.
- Learned that “skip” outperformed “pause” by 50% for rebilling, leading to a Skio configuration update and the addition of pre-cancel flows.
Operational & Lifecycle Improvements
- Flagged a 90% drop in billing reminder reach in November — a critical operational issue that was immediately escalated and resolved.
- Determined that repeat customers wait an average of 162 days to subscribe. Nudge timing was adjusted to a 30–90 day window, capturing buyers closer to peak intent.
"Within days of connecting Flaunt, I had more clarity on our subscriber base than months of manual reporting ever gave me. I quickly saw how offers and discounts were impacting new subscriber growth and uncovered how cancellations, pauses, and delays were affecting churn. In the first week, we restructured winbacks and eliminated indefinite pauses that were inflating our numbers. For a fast-moving ecommerce team, that level of actionable insight without custom dashboards is a game changer."
