CHECKOUT | Tena

TENA is part of ESSITY (ESSITY A:STO), the Swedish multinational company. TENA is the number #1 brand for incontinence products globally, where recurring orders is key. Increasing and maintaining a large subscriber base is essential to TENA's D2C strategy.

Challenge

TENA needed to convert one-time buyers into subscribers directly within the checkout flow. Their native platform couldn't surface subscription options contextually, personalize promotions based on customer data, or create a mobile-first experience optimized for their audience. Without these capabilities, customer LTV remained constrained.

How they solved with Ollie Shop

Cashback visibility and redemption:

Accumulated rewards only drive retention if customers remember to use them. Ollie Shop already surfaces available cashback balances prominently and allows one-click application by default, removing the cognitive load of tracking and redeeming credits manually.

Subscription upsells at multiple touchpoints

Converting one-time buyers into subscribers requires surfacing the right offer at the right moment—without overwhelming the flow. Ollie Shop enables conditional subscription prompts across modals, cart line items, and the checkout sidebar, letting TENA test which placement drives conversion without adding friction.

Personalized coupon experience

When users see a coupon field, many leave the checkout to hunt for codes—and often don't return. By surfacing available coupons directly in the flow, integrated with an external CDP, TENA keeps customers engaged while still delivering personalized offers per segment and campaign.

Gift selection as purchase incentive

Free gifts drive conversion, but clunky redemption flows erode the benefit. A dedicated gift component lets customers see eligibility and choose their reward seamlessly within the checkout, reinforcing value at the moment of decision.

Operational control via Ollie Admin

Marketing teams need to move fast. Ollie's admin interface allows non-technical users to create, adjust, and schedule coupon rules and promotions directly—reducing dependency on dev cycles and enabling real-time campaign responsiveness.

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