# The Anti-Churn Playbook for Consumables

Churn is the silent killer of subscription businesses. You must tackle both Active Churn (the user actively chooses to leave) and Passive Churn (the payment fails automatically).

## 1. Defeating Active Churn (Product Fatigue)
The #1 reason people cancel consumables (vitamins, coffee, pet food) is "I have too much product."
* **The "Skip" Strategy:** Your customer portal must make "Skip Next Delivery" or "Delay 30 Days" more visible than the "Cancel" button. Never make cancelling a one-click process.
* **The "Swap" Strategy:** If they are tired of Vanilla protein, let them easily swap to Chocolate via an SMS prompt three days before their order processes.
* **The RIJOY Win-Back Offer:** If they hit the cancel button, trigger a dynamic pop-up offer: *"We hate to see you go! Stay subscribed today and we’ll add 1,000 RIJOY points to your account, redeemable for a free mug on your next order."*

## 2. Defeating Passive Churn (Dunning Management)
If a credit card declines, do not immediately cancel the subscription. Implement a robust **Dunning Flow**:
* **Day -15 (Pre-Dunning):** If a card is expiring this month, send an email: *"Action Required: Update your payment method to avoid missing your next delivery."*
* **Day 1 (Decline):** Retry the card silently.
* **Day 3 (Decline):** Send a gentle SMS/Email: *"Oops! Your payment method failed. Update it here."* (Do not use the word 'declined', which can feel accusatory).
* **Day 5 & Day 7:** Retry again. Offer a small RIJOY points bonus if they update their card within 24 hours.

## 3. The 3-Day Pre-Charge Notification
Never surprise a subscriber with a charge. Always send an email/SMS 3 days before their recurring order processes. This reduces chargebacks and builds massive brand trust. Use this email to upsell one-time products: *"Your coffee ships in 3 days. Want to add a box of filters for $5?"*