When better sleep and good impact drives sales | anew sleep
Challenge
Standing out in a crowded wellness category: anew sleep wanted an experience that made them stand out - one that created a connection with customers beyond the product.
Results
+16.5% sales lift across orders made with Contribe
+14.3% increase in AOV on Contribe orders
+37% customer engagement rate
So, how did donations at checkout drive the strong sales lift?
anew sleep's customers browse with a sleep problem they want to fix. High purchase intent wasn’t the issue. The gap was between customers who wanted to buy and those who actually completed their order.
By adding Contribe to their checkout, anew sleep gave customers a simple choice: complete your purchase and support a cause you care about - at no extra cost. With good causes branded uniquely to anew’s customer interests, over a third of all customers chose to engage.
The numbers are consistent across the data. Customers who engaged with Contribe converted at a higher rate, spent more per order, and came back more often.
“Before we started using Contribe, donations felt more like a nice-to-have than a growth driver. But the data changed our mind pretty quickly.”
When customers feel good, they buy more
The results over 12 months were clear. Contribe customers drove a +16.5% sales lift and a +14.3% increase in average order value - and the engagement didn't stop at checkout.
Looking at repurchase behaviour, customers who chose to donate with Contribe came back at nearly double the rate of those who didn't. So they weren’t just converting better, they were more loyal too.
With 37% average engagement, Contribe wasn’t a “nice to have” add-on at anew sleep. It was a core part of the checkout experience that their customers actively choose to interact with
The data tells the impact story
By making donations at checkout a natural part of the purchase journey, anew sleep turned up to half of their customer base into active participants - and saw it come back in sales, order value, and a strong conversion uplift.
Within the first months we could see that customers engaging with Contribe were completing their purchases at a significantly higher rate - and spending more when they did. The partnership showed us that giving customers a reason to feel good about their purchase isn't just the right thing to do - it's good for business too.
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