Oats Overnight — are spoon-free oats. They create healthy oatmeal packs in 20+ delicious flavors for “breakfast beyond the bowl.” Their ethos set forth by their founder, Brian Tate is: “We’re just a bunch of people trying to make really good oatmeal.” They manufacture their product themselves and iterate constantly on new flavors based on customer feedback. They are truly DTC with an emphasis on the customer. Their subscribers even get access to participate in product development. They receive a new product monthly from the test kitchen to sample and provide feedback—prior to launch.
Since their inception at Brian’s kitchen table, Oats Overnight has grown exponentially over 5 years with a thriving DTC site and a significant footprint in nationwide retail and Amazon. Their flavor profile is insane – fruity cereal, banana bread, mocha dream, peppermint mocha, lemon poppy seed, blueberry cobbler, chocolate peanut butter, the list goes on and on. Needless to say, they have tons of data to analyze with a healthy appetite for even more growth.
Oats Overnight is one of Peel’s longest running customers. They met us (through a cold email! - ha) before we had cohort analysis, and with their input and feedback we first started building out our suite of cohort analysis, marketing metrics, and custom data cleaning features. They were the first ones to pilot our retention metrics; LTV analysis among many of our hallmark features today.
Analysis they needed:
The team at Oats Overnight was spending hours manually downloading their data, cleaning it, and building out different metrics reports in spreadsheets, which went stale right after completion. They wanted dashboards that automatically populated with the stats they needed on the subsets of customers they were truly curious about. With Peel, they have analysis across a wide breadth of the spectrum, but they especially wanted to understand customer repeat purchase behavior, for customers by flavors, size, and subscription type, non subscribers and subscribers.
They needed to keep a pulse on customer purchasing behavior, especially the behavior of customers who bought from their Classic flavors vs. the Dairy Free flavors and their pack sizes – 8-pack, 16-pack, 24-pack. Additionally the dataset needed to be filtered out for wholesale orders, so it truly reflected DTC customer behavior.
Cleaning and filtering out data is a custom request that Peel offers to all subscribers – filtering wholesale orders, $0 orders, or orders with a specific tag or sales channel are popular requests so that teams are looking at exactly at a polished dataset that doesn’t contain anomalies. This leads to more confidence in understanding their customers’ value to their brand.
The Oats Overnight team, with Peel’s help, used the Custom Segments feature to group the dimensions they wanted to analyze together – grouping products into either “Dairy Free” or “Classic.”
They also did this with identifying pack sizes, which have a similar identifier in their SKU’s. Using Peel’s Custom Segment tool, they can group any SKU that contains a value and have the answers they want easily – things like: what is the Repurchase Rate between people who buy a 16-pack and an 8-pack?
Since then, the Oats Overnight team has used Peel as their default cohort analysis tool for both their overall business and for their subscription business – using Peel’s integration with Recharge (where we populate 40 metrics all about the subscription business).
Among many things, they are able to quickly understand the behavior between one-time purchasers and subscribers and the retention behavior of people subscribed to a specific product. They can even understand the behavior of customers who subscribed on the first order and at different times of the year – as that impacts customer purchasing patterns.
The list of questions answered and actions taken by the Oats Overnight team is possible with the help of Peel’s analysis. Their brand has grown tremendously and expanded into Wegmans, Whole Foods and Fresh Market, and tripled its active direct to consumer subscribers since 2021.
Having automated analysis on all their customers at their fingertips has given them clarity into how their customers purchase and repurchase. Oats Overnight is a great example of how data insights can turn into real action that makes a real difference for DTC and CPG brands alike.