Nobody wakes up wanting "3 bottles."
The idea: Naming supply tiers by who it's for ('Just me / Two of us / The whole house') raises 2+ bottle orders compared with bottle-count labels, because it answers 'is this right for me?'
Only the outlined part is new. Everything grey is the same as A.
What’s different
Tiers named by who's taking it
'Just me / Two of us / The whole house' instead of '1 / 2 / 4 bottles'. Shoppers self-select by household.
Every tier ships monthly
Household sizes are about how many people take it, not stocking up, so the cadence stays monthly.
Price per bottle still drops
$34 → $31 → $28 per bottle before the 20% subscriber discount, so bigger households save more.
Household labels vs bottle-count labels on the same tiers. Measure share of 2+ bottle orders and AOV.
Personalisation · Decoy option · Unit-price framing
A hypothesis. Not tested yet.
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