From Disconnected Apps to 4.2x Higher LTV: Chubby Mealworms’ Loyalty Growth Story

Chubby Mealworms is a small, dedicated team based in West Yorkshire, UK, established in 2003. The company specialises in dried mealworms and suet-based treats for wild birds, as well as feed for reptiles and small pets. By managing supplier relationships directly, they maintain a consistent and sustainable supply chain, ensuring consistent product quality. Their products are 100% natural, high in protein, and free from additives, and are available in a range of sizes to suit different needs and budgets.

Like many established ecommerce brands, Shopify Plus merchant Chubby Mealworms was looking for a more streamlined customer engagement setup. They needed a platform that could combine loyalty rewards and reviews in one place while also giving them better control over customer segmentation, particularly for subscription-based customers. The goal was to simplify operations and create a smoother experience for both the team and their customers.

To address these challenges, Chubby Mealworms implemented a more unified loyalty and reviews setup that simplified customer engagement and strengthened loyalty. One of the biggest improvements was the ability to separate reward customers from subscription customers, giving the team greater flexibility when running campaigns and personalizing offers. This created a more organized and targeted approach without relying on multiple disconnected apps.

Bringing reviews, rewards, and wishlists into one platform gave the team a clearer picture of what customers wanted and made it easier to build trust and drive repeat purchases. Reviews boosted buyer confidence by giving customers a place to ask questions, share experiences, and make more informed purchasing decisions. Wishlist activity, meanwhile, revealed which products were attracting the most attention.

“Growave has a great integration with the Gorgias app, which makes customer queries a breeze. It’s also simple to use customer points when taking phone orders.”

Karly Thornton

E-commerce Marketing Manager at Chubby Mealworms

The Growave & Gorgias integration made handling customer queries easier for the team by allowing  staff to quickly check and manage customer rewards directly within their support workflow. It also simplified point redemption during phone orders, creating a smoother experience for both staff and customers.

(May 1, 2025 - May 1, 2026)

Loyalty redeemers significantly outperformed non-redeemers across all key metrics:

These results show that the new loyalty and reviews setup helped Chubby Mealworms build stronger long-term customer engagement. Customers who redeemed rewards returned more often, spent more per order, and generated significantly higher lifetime value compared to non-redeemers. With Growave, the team was also able to simplify customer engagement management, run more targeted campaigns, and create a smoother experience across both online and phone orders.