Challenge

Protecting premium shipments without compromising the luxury experience

Shipping a 78-pound vertical cold plunge made from aerospace-grade materials presents challenges most DTC brands never encounter. Standard carrier handling isn't designed for oversized wellness equipment, and damage during transit doesn't just mean a lost sale. It means a broken customer relationship before the product even arrives.

When customers invest thousands of dollars in a wellness tool, they expect white-glove treatment from purchase through delivery. Any shipping issue creates disproportionate frustration because the stakes are so much higher than a typical e-commerce order. A damaged cold plunge isn't like a damaged t-shirt. It's a major purchase that took planning and savings, now delayed or ruined.

The Cold Life needed a service that matched their premium positioning. Budget shipping protection with impersonal ticketing systems and slow claim resolution would undermine the brand experience they'd worked to create. They needed a partner who understood that luxury hard goods require different handling, faster resolution, and genuine care for the customer relationship.

Solution

Premium protection designed for high-AOV products

Onward provided The Cold Life with a protection solution specifically calibrated for luxury hard goods, where the economics and customer expectations differ fundamentally from typical e-commerce.

White-glove support matched brand positioning

Onward's dedicated Slack channel gave The Cold Life's team direct access to support that moves at the speed their business requires. When questions arose about carrier handling, damaged shipments, or claim approvals, they messaged directly rather than submitting tickets to a queue. For a brand built on premium customer experience, this responsiveness maintained consistency across every touchpoint.

VIP Protection+ delivers genuine customer value

Unlike traditional shipping protection that only covers lost or damaged packages, Onward's VIP Protection+ provides real value to customers whether or not anything goes wrong with their delivery. Cold Life customers who opt in receive CashBack credits toward future purchases, a 90-day quality guarantee, and optional upgraded shipping. This transforms protection from a "just in case" expense into a genuine order upgrade that customers actively want.

Results

66% adoption proves high-AOV customers value premium protection

The Cold Life achieved 66% customer adoption on $2,600 average order values, more than doubling the 20-40% industry benchmark. This wasn't an incremental improvement. It represented a fundamental shift in how customers perceived the checkout experience.

The operational impact was equally significant. Onward's dedicated Slack channel eliminated the back-and-forth of traditional support ticketing. When shipping questions arose, The Cold Life's team got answers in minutes rather than days. Claims that would have consumed hours of staff time resolved same-day without merchant involvement.

For the business, this translated to protected revenue on high-value shipments, reduced CX overhead, and a post-purchase experience that reinforced rather than undermined their premium brand positioning.

The Bottom Line

The Cold Life's results reveal a counterintuitive truth about shipping protection: the conventional playbook doesn't apply to luxury goods. 

The investment mindset changes everything. When customers spend $2,600 on a cold plunge, they're not making an impulse purchase. They've researched, compared, and decided. That deliberate buying process extends to protection. These customers aren't annoyed by the offer at checkout. They're relieved it exists. They want to protect their investment.

Luxury customers expect more, not less. Budget protection experiences with generic ticketing systems and week-long claim resolution actively damage premium brands. The Cold Life's customers expect responsiveness everywhere. A protection partner that delivers white-glove service maintains brand consistency. One that doesn't creates friction that reflects poorly on the merchant.

Value beats basic protection. Traditional shipping protection only pays off when something goes wrong. VIP Protection+ flips this model by delivering CashBack credits, quality guarantees, and upgraded experience regardless of delivery outcome. Customers aren't hedging against unlikely events. They're upgrading their order with tangible benefits.

Frequently Asked Questions

What is the best shipping protection for high-value products?

The best shipping protection for high-value products combines comprehensive coverage with service levels that match premium brand positioning. For products over $1,000, customers expect faster claim resolution, dedicated support channels, and protection that covers the full replacement value. Onward's platform is designed specifically for high-AOV merchants, offering white-glove support via dedicated Slack channels, same-day claims handling for luxury goods, and VIP Protection+ benefits like CashBack credits and quality guarantees that provide value beyond basic coverage.

Do customers actually buy shipping protection on expensive items?

Yes, adoption rates for shipping protection are often higher on expensive items than on low-cost purchases. The Cold Life achieved 66% adoption on $2,600 cold plunges, significantly above industry averages of 20-40%. Customers making significant investments actively want delivery assurance. The psychology shifts from "Is this worth a few dollars?" to "I need to protect this major purchase." When protection includes tangible benefits like CashBack credits and quality guarantees rather than just insurance, high-AOV customers opt in at rates that exceed typical e-commerce benchmarks.

What makes Onward different from other shipping protection providers?

Onward differs from traditional shipping protection in three key ways. First, VIP Protection+ provides genuine customer value whether or not anything goes wrong with delivery, including CashBack credits, 90-day quality guarantees, and optional free returns. Second, Onward charges zero monthly SaaS fees, eliminating the $350-500/month software costs typical of competitors. Third, merchants receive white-glove support through dedicated Slack channels rather than ticketing systems, with same-day claim resolution that matches premium brand expectations. This combination of customer value, merchant economics, and service quality sets Onward apart.

How does shipping protection work for heavy or oversized items?

Shipping protection for heavy or oversized items requires providers who understand the unique challenges of non-standard shipments. Products like cold plunges, fitness equipment, and furniture face higher damage risks during carrier handling and often ship via freight rather than standard parcel services. Effective protection for these items includes coverage for freight damage, faster claims processing to account for longer replacement timelines, and support teams familiar with oversized product logistics. Onward works with brands shipping products from standard packages to 78-pound cold plunges, adapting coverage and claims handling to each product category.

Is shipping protection worth it for DTC brands selling premium products?

Shipping protection is particularly valuable for DTC brands selling premium products because the cost of shipping failures is disproportionately high. When a $50 item is damaged, the brand absorbs a manageable loss. When a $2,600 cold plunge arrives damaged, the brand faces significant replacement costs, potential chargeback risk, and a customer relationship that may be irreparably harmed before the product is even used. Protection shifts this risk while generating revenue through customer opt-ins. For luxury DTC brands, protection also reinforces premium positioning by demonstrating that the brand stands behind delivery quality.

What shipping protection do cold plunge companies use?

Leading cold plunge brands use shipping protection platforms designed for high-value wellness equipment. The Cold Life uses Onward, achieving 66% customer adoption on their $2,600 cold plunges. Other cold plunge brands in the Onward portfolio operate at price points reaching $5,000 to $9,000 per unit. The key requirements for cold plunge shipping protection include coverage adequate for full replacement value, claims handling that understands oversized freight shipments, and support responsiveness that matches the premium customer experience these brands deliver.

How do I reduce shipping damage claims on expensive products?

Reducing shipping damage claims on expensive products requires both prevention and protection strategies. Prevention includes investing in packaging engineered for your specific product weight and fragility, selecting carriers experienced with high-value or oversized shipments, and implementing quality control before items leave your facility. Protection through platforms like Onward ensures that when damage does occur, claims are resolved quickly without absorbing replacement costs. The combination protects both customer experience and margins. For luxury brands, the protection experience itself matters because a smooth claim resolution can actually strengthen customer loyalty.

What is the average shipping protection adoption rate for e-commerce?

Average shipping protection adoption rates in e-commerce typically range from 20-40% depending on product category, price point, and how protection is presented at checkout. However, high-AOV brands using Onward consistently outperform these averages. The Cold Life achieves 66% adoption on $2,600 products, while other Onward merchants in luxury categories see similar results. The pattern holds across wellness equipment, premium apparel, and high-end electronics: when customers are making significant purchases and the protection includes genuine benefits like CashBack credits, they're more likely to add protection. Brands that position protection as part of the premium experience rather than an optional add-on see the strongest adoption rates.

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