CASE STUDY

Walker Welcome Packages

Conversion Optimization for First-Time Orders

Overview
A strategic program designed to turn newly approved wholesale customers into active purchasing customers.

Situation
Wholesale applications were being approved, but a significant percentage of new customers were not placing their first order.

Goal
Increase first-order conversions and shorten the time from approval to initial purchase.

Audience
Newly approved wholesale customers who expressed interest but had not taken action.

Role
Led concept development, creative direction, and implementation of the onboarding package and campaign.

Strategy

  • Reduce friction by giving new customers a clear next step

  • Use physical brand touchpoints to increase trust and excitement

  • Introduce an incentive that felt valuable and time-sensitive

  • Reinforce brand identity through curated materials

Actions

  • Created branded welcome kits including: catalog, sticker, pen, and a first-order coupon

  • Designed printed materials and messaging

  • Coordinated fulfillment workflow with operations

  • Monitored conversion rates and adjusted coupon structure as needed

Results

  • 50% increase in first-time orders

  • Dramatically improved onboarding experience

  • Reduced inactive-new-customer rate

Relevance to Enrollment
Shows ability to convert “admitted but not enrolled” prospects — the same mechanics used in yield campaigns.