Case Study · Subscription

Subscriber economics, finally visible every morning.

PetShop.co.uk is one of the UK's largest online pet specialists, with a fast-growing repeat-delivery subscription business. Its recurring-revenue numbers were buried in raw order data with no one to model them. CXDATA took the data function on and built it on Refyner – so the subscription base reports itself, daily.

At a glance

The engagement

Client
PetShop.co.uk – online pet specialist
Sector
Consumer subscription / repeat delivery
Delivered by
CXDATA – managed analytics partner
Built on
Refyner – prep, scheduling & models
Warehouse
The brand's own Snowflake
Cadence
Refreshed daily, no in-house engineer

The starting point

PetShop's subscription business was growing fast, but nobody could say how fast. Recurring revenue, churn and the active subscriber base lived inside raw Shopify and billing data, and the questions that mattered – how much MRR moved last month, which signup cohorts were retaining, how much revenue was leaking to failed payments – took days of manual work to answer, if they were answered at all.

The brand had no data function and no appetite to stand up an engineering team to build one. CXDATA came in to own subscription reporting end to end – and chose to build it on Refyner rather than wire together a prep tool, a separate scheduler and the engineering time to keep them alive.

What CXDATA built on Refyner

CXDATA connected Refyner to the Snowflake PetShop already owned. The subscription model packs populated on connect – no rebuild from scratch – and CXDATA's analysts had the brand's recurring-revenue models live and scheduled within the first weeks.

  • MRR / ARR movement – new, expansion, contraction and churned revenue, broken out automatically each month.
  • Active subscriber base – active-base snapshots tracked over time, by plan and product.
  • Churn & cohort retention – subscriber churn and retention curves by signup cohort.
  • Reactivation & win-back – reactivated subscribers and the recurring revenue they bring back.
  • Failed payments & dunning – involuntary churn and recovered revenue surfaced as their own model.
  • Scheduled in the same place – the whole dataflow refreshes every morning, with run logs and monitoring CXDATA manages for the brand.
DailyMRR & churn, before the team logs on
5 modelsrecurring-revenue packs, live in weeks
0in-house data engineers hired
What changed

Before and after.

 BeforeWith Refyner
MRR & churnManual, days of workModelled, refreshed daily
Subscription modelsNone in placeBuilt in on connect
Data functionNo team, no engineerCXDATA, on Refyner
Failed-payment leakageInvisibleTracked & recoverable
The outcome
Board-ready subscriber economics every morning – MRR movement, active base, cohort churn, reactivation and failed-payment recovery, refreshed daily on the brand's own Snowflake. Delivered end-to-end by CXDATA on Refyner, with no in-house data engineer hired.

The same data layer – run for you, or by you.

CXDATA delivers it for brands on Refyner. Connect your Snowflake and you can run the same MRR, churn and retention models yourself – this week.

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