LTV Lab: We Bought from DOSE
We spent 30+ days with Dose Juice, from quiz-driven ordering and first taste to follow-up campaigns. Here’s our full journey, the strategic wins, and the gaps every food & beverage brand must close to boost retention.
Brand Overview
Dose Juice is a Canadian direct-to-consumer brand focused on cold-pressed juices and ginger shots. Their audience includes health-conscious buyers chasing convenience and ingredient transparency. Dose claims powerful wellness benefits through blends tailored to customers’ needs, with a strong focus on subscription as the “smart choice” for ongoing benefits.
Customer Journey Breakdown
Website Experience:
Shopping is simple, with clear sorting, product imagery, and a prominent quiz (“Find Your Perfect Dose”) to guide buyers. You pick delivery dates, build your custom box, and the website helps you navigate pack sizes. The welcome offer is generous: 12 free ginger shots with a code. Quiz flow helps match users to product preferences, but the quiz is low on the site and easy to miss. Building packs is fun if you know the flavors, but overwhelming for new buyers (could benefit from dynamic, auto-filled bundles based on quiz results).
Email & SMS Marketing:
Order confirmation and shipping communications arrive quickly, along with a helpful window for refrigerated delivery. A language preference email follows, but subsequent communications slow dramatically: 13 days go by after delivery with no engagement. Then, three rapid-fire review requests come in, but with no incentive or easy submission process. Only after 30 days do promotional campaigns begin. Offers vary (subscription discount, juice sales, free shipping, Uber Eats), but emails often arrive in both French and English, despite collecting preferences. Product education and habit-building are missing; nothing reminds customers why, how, or when to consume their juice. Subscription benefits are rarely explained, even in post-purchase messaging.
Unboxing & Product Experience:
Packaging is basic—a branded cardboard box, insulation, and ice packs. The juices stay cold and fresh, but packing slips are easily damaged by condensation. There are no inserts, guides, or instructions, and no info on how to dispose of ice packs eco-consciously. All product info is on bottles; ginger shots taste strong and deliver promised benefits, but nothing in the box encourages habit-building, usage, or reordering.
Strengths (What Worked Well):
Quiz guides shopping and collects useful data tapping into buyer intent.
Welcome offer is simple to redeem with clear instructions.
Shipping is predictable; order arrived when promised and products were fresh.
Product delivers great results—ginger shots help with bloating, juices taste good, and variety fits many preferences.
Content, creative, or strategy examples to emulate:
On-site quiz data collection and guided shopping.
Clear welcome offer integration with checkout and follow-up instructions.
Using delivery windows for refrigerated goods—all fresh on arrival.
Weaknesses (Opportunities Missed):
No post-purchase habit-building, education, or check-ins. Customers forget products exist after initial excitement fades.
Rapid-fire review requests feel pushy; lack of incentive or easy engagement.
Campaigns suddenly switch from none to daily, making retention feel unplanned.
Emails are generic, minimally branded, and sometimes in both languages (leaving customers confused).
Subscription, loyalty, and social channels aren’t promoted or integrated post-purchase.
Critical info (ice pack disposal, product shelf life, usage suggestions) is missing in packaging and emails.
Quiz data isn’t used for segmentation or dynamic product recommendations after purchase.
Key Lifecycle Marketing Lessons for Other Brands
Retention is built on education, reminders, and habit formation: regular touchpoints, daily tips, and relatable nudges keep products from sitting unused.
Integrate your quiz: use customer data to personalize bundles, email flows, and promotional offers for maximum engagement.
Promote your loyalty and subscription programs across all touchpoints. Incentivize reviews and make engagement easy.
Keep branding consistent across email, site, and social. Leverage your creative assets and UGC for omni-channel retention.
Use operational messaging (delivery, storage, shelf life, disposal) to prevent mistakes and build trust.
Dose Juice delivers great products and a solid first experience, but real retention value is left untapped without lifecycle marketing, habit-building, and education—all of which create customers who buy again and again.
