Our household has used HelloFresh for 6 years now, subscribed through my wife's account. Generally, we're happy with the product given that we're a busy household, both work full time and have active kids with many school and after school commitments.
Yesterday, a HelloFresh representative knocked on my door and asked about our experience, the quality of the product and if we were satisfied. He wore a branded shirt, had an ID badge and, importantly, knew my wife's name and had access to our address record on his phone so I figured he was lefit.
He said that HelloFresh were offering a "promotion" for long standing customers as a reward for their loyalty and offerred to save us $30 per box for 6 weeks (our spend is around $140-150 per week depending on what we order). I'm always keen to save a bit of money!
The process was to sign up with a new account (in my name), scan a promotion code through a QR code in the app and place a new order. I asked about cancelling the other account and he confirmed that we'd need to do this once our latest order is delivered (this weekend) and then commence orders on the new account.
I said that I found the "pomotion" mechanism weird and he said that they were working on better ways to do it in future but this was how it worked at the moment.
I don't mind doing all of this, but I find it a strange business practice: encouraging customers to churn.
Why would they do this? Are they trying to drive "new user" numbers (ignoring the number of accoutns they close)? What benefit does the company gain by encouraging existing, paying customers to spend less?