Grove Collaborative, a home delivery company specializing in sustainable household products, has evolved its business model from a membership-only structure to a flexible e-commerce platform. This shift has made its promotional freebies more accessible to a broader range of consumers. The company uses free product sets to incentivize initial purchases and increase average order value. For new customers, Grove offers several distinct gift sets containing free products when a minimum purchase requirement is met. These offers are designed to introduce consumers to the brand’s product lines at a low cost. The specific offers and eligibility requirements have shown variation, but the core strategy of bundling high-value freebies with a low entry purchase remains central to Grove’s customer acquisition efforts.
New Customer Promotional Offers
Grove Collaborative provides new customers with substantial free product sets when they make their first purchase. The minimum purchase requirement to qualify for these free gift sets is typically $20 or more. The free items are automatically added to the shopping cart once the qualifying purchase is made. Customers are permitted to delete any suggested products they do not wish to purchase and add their own choices to meet the minimum purchase amount. In addition to the physical products, these introductory offers often include a free 60-day VIP trial and free shipping.
The company has expanded the variety of free gift sets available to new customers. Instead of a single option, there are currently four distinct gift sets to choose from, allowing customers to select the freebies that best suit their needs. Each of these sets is available with a first order of $20 or more and includes free shipping.
Mrs. Meyer’s Gift Set
One of the recurring promotional offers highlighted by deal bloggers is the Mrs. Meyer’s 5-piece set. New customers who make a purchase from Grove Collaborative receive a free set that typically includes: * Grove Co. Walnut Scrubber Sponge (Set of 2) * Mrs. Meyer’s Multi-Surface Cleaner * Mrs. Meyer’s Hand Soap * Mrs. Meyer’s Dish Soap
Everyday Luxuries Set
Another variation of the introductory offer includes the "Everyday Luxuries Set." This set provides approximately $30 worth of free products with a first order of $20. The contents of this set usually include: * Free Mrs. Meyer’s hand soap * Free Mrs. Meyer’s dish soap * Free Mrs. Meyer’s soy candle * Free Grove Collaborative walnut scrubber sponges
Expanded Gift Set Options
More recent reports indicate that Grove Collaborative has expanded the variety of free gift sets available to new customers. The available sets include:
Set 1: * Grove Co. Walnut Scrubber Sponge * Grove Co. Tree-Free Toilet Paper – 100% Bamboo * Mrs. Meyer’s Hand Soap * Mrs. Meyer’s Dish Soap * Grove Co. Bubble Up Dish Soap Dispenser & Brush Set * Grove Co. Tree-Free Facial Tissue – 100% Bamboo
Set 2: * Grove Co. Walnut Scrubber Sponge * Grove Co. Reusable Cleaning Glass Spray Bottle – Slide & Snap * Grove Co. Reusable Glass Gel Hand Soap Dispenser | Square Base * Grove Co. Hydrating Hand Soap Refill – 13oz * Grove Co. Multi-Purpose Cleaner Concentrate
Set 3: * Grove Co. Wool Dryer Balls * Grove Co. Walnut Scrubber Sponge * Grove Co. Matte Cleaning Caddy
(Note: The provided source material lists items for three sets but indicates a total of four options. The fourth set is not fully detailed in the available text.)
Free Gifts for Existing Customers and Loyalty Programs
Grove Collaborative continues to use freebies to incentivize spending even after the initial purchase. Customers are offered free items once they reach certain spending thresholds, such as $29. This strategy aims to increase the average order value, which reportedly rose to approximately $67 from $63 the previous year.
Grove VIP Program
The Grove VIP program is an exclusive membership program that provides members with exclusive access to exclusive deals and exclusive discounts on products, plus free shipping for orders over $50. With the VIP program, members also receive additional member-only benefits, such as free returns and exchanges, free product samples, access to exclusive pre-sale events, and invitations to exclusive shopping events. Members also gain access to the Grove’s private VIP lounge, where they can enjoy exclusive cocktail receptions, product demos, and exclusive discounts from select Grove partners. Additionally, VIP members receive a special code to use on The Grove’s website that allows them to get up to 50% off select items.
Points-Based Rewards
Customers can earn points for every purchase which can be redeemed for popular free-gift items. For example, by accumulating 500 points, a customer can get a free 6-piece set of Grove cleaning supplies. Other free gifts available through point redemption include Grove Hand Soap, bottle brush sets, and laundry care sets.
Product Focus and Sustainability Emphasis
Grove Collaborative is expanding its product focus beyond cleaning supplies to include all household products. The company is placing greater emphasis on the sustainable nature of its items, such as labeling products as "95% plastic free" or "100% plastic free." This focus on sustainability is reflected in the product offerings included in their free gift sets, which often feature items like Grove Co. Tree-Free Toilet Paper (100% Bamboo) and Grove Co. Tree-Free Facial Tissue (100% Bamboo).
Membership and Subscription Flexibility
Grove Collaborative has transitioned from a membership-only model to a flexible e-commerce platform. The company no longer requires customers to become members to make purchases, a change implemented to reintroduce the brand to consumers who may have disliked the previous shopping experience. While membership is no longer mandatory for placing orders, customers can choose to order on demand with no subscription or save more money and time with a flexible subscription.
With a flexible subscription, customers can customize their order frequency, choose their favorite products, and change the shipment date of their order. The company utilizes automatic reordering for convenience, but customers retain full control over their subscriptions and can manage settings to prevent unwanted deliveries. When a customer becomes a member, they will receive free shipping on orders over $29 and a free gift on the first order.
Redemption Process and Cart Management
The process for redeeming freebies involves specific steps regarding cart management. When a new customer visits the Grove Collaborative website, the free gift set items are typically pre-loaded into the shopping cart. Customers are permitted to delete any suggested products they do not wish to purchase and add their own choices to meet the minimum purchase amount. The free items are automatically added to the cart once the qualifying purchase is made. Customers can select their preferred scents for the cleaners and soaps.
Trial Sizes and Product Sampling
Grove Collaborative offers trial sizes, which provide a great way for customers to sample products before making a full purchase. These trial sizes allow consumers to experience the brand’s sustainable household products at a lower cost, reducing the risk associated with trying new items. The availability of trial sizes aligns with the company’s strategy of introducing its product lines to new consumers.
Marketing Strategies and Customer Acquisition
Grove Collaborative is targeting former customers with new marketing strategies, including paid search and social media advertising, to inform them of the changes to its business model and product focus. The strategy of bundling high-value freebies with a low entry purchase requirement remains a central component of Grove's customer acquisition efforts. By offering substantial free product sets with a low minimum purchase, Grove aims to attract consumers who are interested in sustainable household products but may be hesitant to commit to a full-sized purchase without first trying the products.
Conclusion
Grove Collaborative provides U.S. consumers with multiple pathways to access free products and promotional offers. New customers can choose from several distinct free gift sets, including the Mrs. Meyer’s set and the Everyday Luxuries set, with a first purchase of $20 or more. These offers typically include free shipping and a 60-day VIP trial. Existing customers can earn free gifts through a points-based rewards system and by reaching spending thresholds, such as $29. The company’s flexible subscription model allows customers to order on demand without a monthly commitment, while the VIP program offers exclusive discounts, free shipping on orders over $50, and additional member benefits. Grove’s product focus has expanded to include a wide range of sustainable household items, and the company emphasizes its "95% plastic free" or "100% plastic free" labeling. The redemption process is straightforward, with free items pre-loaded into the cart and options to customize scents and manage product selections.