Pack’d proves that eating healthy doesn’t have to mean early weekend morning trips to the farmer’s market. Customers love their premium smoothie kits and organic produce, and the ease of having them delivered right to their doorstep.
But when the UK-based frozen food brand was looking for powerful insights to better connect with their customers and sustainably scale their business, their agency partner, Get Better, knew how to take them to the next level.
What better way than an Octane AI quiz to make the experience even easier (and personalized) for their customers, while also getting some quality insights to power their growth strategy?
We’ve been working with Get Better, an email personalization and marketing agency, for a long time now, with Aoife Teague (Director of Partnerships at Octane AI) leading the relationship.
Over the years, Get Better has brought amazing brands like Pack’d our way, and we’ve built a true partnership that helps these businesses scale conversions and unlock long-term growth. Pack’d’s story is a prime example of how this partnership works effectively.
With a 15.26% quiz conversion rate and an all-time top-performing email flow under their belts, Pack’d is proving what’s possible when quiz data drives CRM.
The challenge: too much guesswork
Before Octane AI arrived on the scene, Pack’d had some idea of who their customers were—but what drew them to the brand? That was a little bit fuzzier.
Was it to promote gut health? Help hit protein goals? Avoid those never-ending produce runs needed to feed a smoothie habit?
All strong working theories, but without the data to back them up, Pack’d’s content strategy felt a bit archaic.
“Pre-Octane, we were using a blunt tool—sending the same content to every customer. There was a lot of waste,” shared Katie Hamblin, Marketing Director at Pack’d.
Pack’d’s strategy was in need of personalization, segmentation, and precision: the means to deliver the right content, to the right person, at the right time.
Get Better knew the missing piece was a lightweight, logic-powered quiz to capture zero-party data and rebuild the brand’s CRM strategy by syncing everything over to Klaviyo.
Segmentation was long overdue
When the goal is improving customer retention and lifetime value, a one-size-fits-all content strategy is a smoothie without protein — it’s serviceable, but it won’t hit the spot.
The team at Get Better knew that a customer base with such drastically different mindsets, motivations, and lifestyle factors needed a personalized, targeted experience to feel connected to the brand.
“Octane AI was the logical next step in everything else we were doing. It completed the retention puzzle,” said Rich Evans, Founder at Get Better.
The new customer quiz revealed that Pack’d has two main customer profiles:
- New-to-health food smoothie shoppers
- Whole food lovers who already prioritize wellness and cook from scratch
From educational and editorial content to product recommendations, this key distinction in their audience unlocks major opportunities for their content strategy.
Why Pack’d and Get Better chose Octane AI
Octane AI quizzes are optimized for retrieving meaningful, high-quality data while also delivering an elevated experience for customers. Here’s what we achieved for Pack’d:
Fast-to-complete format: The quiz was intentionally designed to take ~60 seconds while still collecting all the product preferences, dietary goals (gut health, protein, organic), and lifestyle info (e.g., ideal weekend activities).
Zero-party data collection at scale: Lifestyle and values-based responses (vegan, vegetarian, recipes of interest) now inform segmentation for recipe content and product launches.
Powerful logic and product bundling: The quiz naturally guides customers toward bundled product offerings, driving up average order value and encouraging commitment through convenience.
“It was a really straightforward onboarding process—and the Octane team stayed involved after launch, which is rare,” said Katie from Pack’d.
Our Pack’d Quiz Recipe
So, how did our product finder quiz deliver the zero-party data that allowed Get Better to work its magic?
Engagement is a given. Making sure the quiz is something that customers are not just willing but eager to respond to is a requirement for robust data. It should be highly visible on the homepage and other key touchpoints, and demonstrate value added for the potential customer.
The beauty of this quiz lies in its precision; it cuts through the noise, and immediately gets to work demonstrating value to the shopper while also dialing in on actionable, meaningful data points from the first question.
Let’s walk through it.
Differentiating which product the customer is shopping for not only sets Pack’d up for success with their product and bundle recommendations, but also provides insights into which customer segments are showing intent toward which product.
Based on the quiz takers’ answers, that’s where the survey diverges.
Once the stage is set, it’s time to get deep. Pack’d asks the big questions up front: Why are you considering this product? What matters most—protein, gut health, sustainability, etc.?
Then, it’s a matter of filling in the blanks:
- Who is the gut health-conscious consumer?
- What are the lifestyle habits of a new-to-organic recipe seeker?
These lifestyle signals (diet, habits, your ideal weekend, etc.) will sort the quiz taker into the right audience segment, allowing Pack’d to reach out with personalized messaging post-quiz and in the future.
The cherry on top? The Pack’d product quiz also pays attention to the details that can make all the difference. For example, we don’t just buy food because it aligns with our lifestyle and values—it has to taste good!
Flavor preferences, allergies, dietary restrictions, previous product knowledge, and recipes of interest are all accounted for.
To ensure the final product recommendation really entices the shopper and inspires that immediate conversion, the quiz even asks if a ready-made or hand-selected bundle is more their speed.
Right before results are displayed, shoppers have the option to opt in to the email list.
When brands gatekeep quiz results, shoppers are more tempted to enter their information with the intention of unsubscribing later. But if shoppers are actively choosing to sign up for an email list, they’ll be much more receptive and genuinely interested in the content.
To keep engagement up, the quiz’s email list sign-up offers a small incentive to prospective shoppers who opt in.
Once users finish the quiz, they receive their curated product recommendations, teeing up an immediate conversion and feeding the user into a post-quiz email flow.
Even if the conversion isn’t immediate, Pack’d is armed with a wealth of new data points to make a targeted pitch and bring these shoppers back in that email flow.
Email, segmentation, and creative strategy powered by quiz data
Customer quizzes are just an in for a much bigger play. Nearly half of all Pack’d quiz takers opted into their email list, and that’s where the zero-party quiz data really makes a difference.
Octane AI data feeds directly into Klaviyo flows and custom segments. From there, the Get Better team develops customized email flows customized to each buyer. For example, only vegan customers seeking lunch prep recipes — yes, that’s how specific we can get.
“When we send a recipe email—like for nasi goreng—we don’t send it to everyone. We target people who said they care about rice alternatives. The engagement is so much higher.”
— Rich, Get Better
The advantage of zero-party data is that you’re using what a shopper shares about themselves first-hand to curate a more meaningful experience. With these newfound insights, Pack’d is able to respond to the customer with content that is relevant and precise.
“This data showed us not just who we are talking to—but also who we’re not. A lot of assumptions we had were wrong. We learned our customers aren’t lounging on weekends—they’re outdoors, active, and living a ‘Pack’d Life.’ That changed our messaging direction entirely,” shared Katie.
When agency and tech partnerships actually work — it’s magic
We love to tell the Pack’d success story not just because the results are great (they are), but because it shows what’s possible when strong relationships, aligned goals, and mutual trust come together.
Get Better are the email marketing mavens for scaling DTC brands, and we’ve got a growing list of shared clients who benefit from having both sides of the puzzle — strategy and tech — working in sync.
"Get Better brought a strategic lens that made Pack’d’s quiz go beyond product recs—it became the center of their CRM strategy. Agencies like Get Better know how to turn data into strategy. It’s the kind of collaboration that makes Octane AI shine." shared Octane AI’s director of partnerships, Aoife.
Why agencies love working with us:
- We’re agency-first — Partnerships are how we grow.
- Revenue share – Earn recurring commission on every client you refer
- We sell with you – Bring us in, and we’ll help close the deal
- Dedicated support – Fast answers, onboarding help, and extended client trials
- Co-marketing – Get featured in our webinars, events, and case studies
“We genuinely love working with Octane AI. It’s rare to find a tool that’s this powerful on both the front end and the backend—and even rarer to get this level of support from the team behind it,” said Rich at Get Better.
Thinking of joining our partner program? Let’s talk.
Results from the Pack’d Quiz
Let’s circle back to what started this journey: Pack’d wanted to improve their CRM and email content strategy to drive customer retention and growth.
After working with Octane AI to launch their product quiz, Pack’d and Get Better were able to leverage zero-party quiz data to unlock some seriously impactful opportunities for personalization, segmentation, and clear strategic direction:
- Pack’d hyper-personalized and attentive product recommendations inspired an immediate purchase for 15.26% of their quiz takers.
- Nearly 49% of quiz takers opted into their post-quiz email flow, which has become their most successful email flow based on revenue per recipient.
- The campaign boasts a 62% open rate, and an 8.5% click rate.
- More than welcome mails and abandoned checkout reminders, the survey post-flow was the most influential for high AOV conversions—an additional 17% of quiz takers came back to place an order as a result of the quiz results email.
“It’s helped everyone—our team, our agency, even our media partners—get sharper and more customer-first,” said Katie.
Pack’d’s story is a testament to the power of collaboration and partnership, demonstrating how an integrated approach between tech and strategy, quiz and email, can redefine how a brand connects with its customers and empowers growth.
Want to work with Get Better to see similar results with email personalization? Learn more here.
If you want to personalize your ecommerce store with a quiz, get started with Octane AI right away or schedule a time. We want to learn more about your brand’s needs, so let’s chat.
P.S. We suggest trying out Pack’d’s case for yourself to experience it fully. You can do that here.
