From pilot to scale
In our initial pilot, we distributed 450 welcome kits across two stores at $25 per kit. The results were clear: a significant reduction in customer churn after both 7 and 30 days.
Encouraged by that success, we expanded to 3,000 kits across 15 stores — while optimizing the design and materials to bring the cost down to just $10 per kit. This phase maximized impact while remaining cost-efficient, letting us gather broader insights and refine the experience from real feedback.
A premium unboxing that builds excitement
A physical representation of the digital experience — a premium look and feel that builds excitement. The kit concept, “Tech Care,” framed the service as much more than just a warranty.
Membership card
During research, we found that while many users signed up, a significant number delayed or never completed connecting their accounts.
So we introduced a physical membership card. A tangible card makes the program feel more memorable, emotionally engaging, and harder to ignore — encouraging quicker activation and reducing cancellations. We placed it prominently in the kit, paired with messaging that reinforced the value of belonging to an exclusive group. The moment users picked up the card, two simple steps guided them to activate their account.
Tech Care folder — a $400 benefits pack
To elevate the unboxing, we introduced a second layer: a $400-value benefits pack. It included four physical coupons encouraging in-store visits and a unique calendar connecting seasonal events to relevant services. One coupon could even be gifted to a family member, helping expand reach.
While these benefits also lived in the app, holding them made the value feel real. The calendar added a thoughtful touch, reinforcing the service's usefulness year-round.
Protection booklet
The final layer was a booklet covering all home electronic devices — a challenge, given the service supports over 1,000 products.
We solved it by designing a journey through different rooms in the home, using custom illustrations to highlight key devices in each space. This made the coverage feel personal and easy to understand, closing with a clear call to action linking users to the digital platform.
3,000 kits, 16 stores, real results
We rolled out 3,000 kits across 16 stores (CA, NY, NJ). I traveled to NY and NJ to train store experts and observe kit interactions, then ran a Dscout diary study with 20 secret shoppers across control and test groups on both coasts.
The quantitative analysis showed a positive impact on 30-day churn in medium/high performing stores. Here's what new customers said:
I felt like the kit had more details than the customer service representative. The details I was looking for are in the kit.
There was much more detail in the kit. It met my expectations — the questions I was wondering, like what devices I could use, were in the kit.
Definitely premium, if not extremely premium. Well packaged, easy to follow, high-quality print. Good stuff!
I didn't know that more than 1,000 devices are covered, including remote controls — or that I could get 20% off accessories at participating uBreakiFix stores.
