4 ms·

Apparently, 1MM people use it weekly.

blizkreeg 9y ago
Are these roughly the same 1MM people who used them the prior week? I haven't looked through their filings but wonder what the repeat customer %/churn is.
- sokoloff 9y ago
  I'd be skeptical of their reported churn figures because of the asymmetry in the web experience. I wonder if I'm counted as an active customer in those figures. We haven't gotten a delivery from them in about 10 months, but since they don't offer an online cancelation accessible from the web UI (presumably to juice their retention numbers), I click on a paid ad of theirs every few weeks to cancel my upcoming shipments. They manage to make signing up online easy, but can't get the (simpler) cancelation process to work online? Color me skeptical.
  - dave5104 9y ago
    They list an email that you need to send a message to, which auto-replies with a link to their website where you can cancel. I unfortunately don't have the link handy to share, but it's easier than needing to go through the rigamarole of you canceling upcoming shipments. The cancellation set up they have is clearly geared towards people who won't want to bother doing that--and then forget to cancel a shipment.
    - sokoloff 9y ago
      It's this: https://www.blueapron.com/cancel_subscription https://www.blueapron.com/cancel_subscription Because of the principle of the matter (it should be about as easy to cancel as to sign up), I'd rather keep whacking them for a paid ad clickthrough a couple times a month, even if it puts me at some risk of forgetting for 6 straight weeks. (I haven't yet.)
      - dkonofalski 9y ago
        That seems incredibly foolish. Paid ads cost them less than a penny per click and all it would take is for you to forget 1 time and they'd make all that money back immediately and still turn a profit. The best thing to do is just cancel. It makes their numbers go down and it involves nothing else on your end.
        sokoloff 9y ago
        I would be shocked if the cost-per-click on the term "plated" or "blue apron" was under a penny. I was under the impression that it was more than a dollar in all likelihood. (I agree; if it's a penny, then I'm pissing upwind.) Anyone have insight into the likely CPC?
        freehunter 9y ago
        Considering the name of my hobby blog that I own the .com for with ~1k visitors per month is more than 25c on Adwords, if Blue Apron is less than a dollar I would eat my laptop.
        dkonofalski 9y ago
        Even if it's not, though, each delivery costs, at the very least, $60. You'd have to go through your process 60 times (at a dollar per click) to even make a dent. On top of that, considering they send free boxes to people all the time, it's not like they're losing money on that.

Are these roughly the same 1MM people who used them the prior week? I haven't looked through their filings but wonder what the repeat customer %/churn is.

sokoloff 9y ago
I'd be skeptical of their reported churn figures because of the asymmetry in the web experience. I wonder if I'm counted as an active customer in those figures. We haven't gotten a delivery from them in about 10 months, but since they don't offer an online cancelation accessible from the web UI (presumably to juice their retention numbers), I click on a paid ad of theirs every few weeks to cancel my upcoming shipments. They manage to make signing up online easy, but can't get the (simpler) cancelation process to work online? Color me skeptical.
- dave5104 9y ago
  They list an email that you need to send a message to, which auto-replies with a link to their website where you can cancel. I unfortunately don't have the link handy to share, but it's easier than needing to go through the rigamarole of you canceling upcoming shipments. The cancellation set up they have is clearly geared towards people who won't want to bother doing that--and then forget to cancel a shipment.
  - sokoloff 9y ago
    It's this: https://www.blueapron.com/cancel_subscription https://www.blueapron.com/cancel_subscription Because of the principle of the matter (it should be about as easy to cancel as to sign up), I'd rather keep whacking them for a paid ad clickthrough a couple times a month, even if it puts me at some risk of forgetting for 6 straight weeks. (I haven't yet.)
    - dkonofalski 9y ago
      That seems incredibly foolish. Paid ads cost them less than a penny per click and all it would take is for you to forget 1 time and they'd make all that money back immediately and still turn a profit. The best thing to do is just cancel. It makes their numbers go down and it involves nothing else on your end.
      - sokoloff 9y ago
        I would be shocked if the cost-per-click on the term "plated" or "blue apron" was under a penny. I was under the impression that it was more than a dollar in all likelihood. (I agree; if it's a penny, then I'm pissing upwind.) Anyone have insight into the likely CPC?
        freehunter 9y ago
        Considering the name of my hobby blog that I own the .com for with ~1k visitors per month is more than 25c on Adwords, if Blue Apron is less than a dollar I would eat my laptop.
        dkonofalski 9y ago
        Even if it's not, though, each delivery costs, at the very least, $60. You'd have to go through your process 60 times (at a dollar per click) to even make a dent. On top of that, considering they send free boxes to people all the time, it's not like they're losing money on that.