Blue Cross Blue Shield (BCBS)-Blue Apron is now part of Blue365, a platform with millions of active users that offers premier health and wellness discounts to eligible BCBS members.The new and expanded brand partnerships include: Partnerships are a key part of Blue Apron’s acquisition strategy as they reduce the cost of acquisition and attract like-minded consumers. “These two new partners complement the incredible relationships we already have and help us meet our goals of growing our partner portfolio to attract customers, while offering new experiences to our current ones.” For example, companies like Blue Cross Blue Shield are leading the way in providing customer benefits that help instill proactive wellness behavior, while organizations like Planet Fitness have like-minded customers who may be interested in joint offers,” said Dani Simpson, Blue Apron’s Chief Marketing Officer. “As part of Wellness360, we aim to work with partners that help foster a healthy lifestyle. The initiative is focused on five key pillars-physical, brain, relationship, mental and financial health-and has accounted for approximately 20% of Blue Apron’s new customer registrants since it was launched in 2021. Wellness360 is Blue Apron’s campaign centered on highlighting the different ways cooking can benefit holistic wellness. Blue Apron plans to continue to scale these efforts through 2022 as it diversifies its ecosystem of e-commerce and other channels for both subscription and non-subscription offerings. Quarter to date, Blue Apron is registering its highest Average Order Value ever with Average Revenue per Customer sustaining above $320, while the company grows its customer base. The company continues to expect to grow customers sequentially in Q2, while maintaining quality of engagement. The expansion of Blue Apron’s partnership ecosystem is a key component of its growth strategy and plans to strengthen its customer base. The company is adding two new strategic partnerships with Blue Cross Blue Shield and Planet Fitness, and renewing its program with Calm. Blue Cross Blue Shield and Planet Fitness Join Calm in Blue Apron’s Work to Promote a Healthy Lifestyleīlue Apron (NYSE: APRN) is strengthening its ecosystem of best-in-class partners as part of its Wellness360 initiatives.
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