Méli Matcha: reorder rate up roughly a third in six weeks
- 1
Starting point: reorder rate in the high teens
Méli Matcha shipped a few thousand orders a month with a reorder rate in the high teens — typical for premium matcha, but below the 25–30% the team wanted. Packaging carried a static QR pointing at the homepage; scans converted in the low single digits and added no reorder velocity at all.
- 2
The change: one dynamic QR per SKU
We replaced the single static QR with 14 dynamic QRs — one per SKU. Each pointed to a Link Hub carrying a one-tap reorder button (pre-filling the cart with that exact flavour and size), a brewing instructions video, and a wholesale form for café buyers.
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Print run, not relaunch
The change went in on the next packaging print run — no relaunch, no email blast. The QR sits in roughly the same spot on every tin; only the encoded URL changed. Total design time was about half a day, and print cost was unchanged.
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What moved in six weeks
Reorder rate climbed from the high teens into the mid-twenties — roughly a third higher. Scan-to-checkout conversion went from low single digits to over a fifth. Wholesale leads arriving from packaging-QR scans rose roughly tenfold off a very small base. The top-performing SKU was ceremonial-grade 30g, the brand's signature.
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What we attribute the lift to
Three things, in priority order: (1) the reorder button removes the friction of finding the right product on the site, (2) per-SKU analytics let Méli double down on the flavours that actually scan, (3) the wholesale form sitting on the same page as the reorder button captured café buyers who were sampling a tin themselves.
Frequently asked questions
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