Case Study: Imperfect Foods reduces CAC by 15% and increases customer reactivations 53% with Snowflake

Lowering CAC and Increasing Product Usage

Imperfect Foods, a San Francisco-based online grocer and Certified B Corporation that rescues imperfect produce and delivers customizable, affordable groceries, faced a challenge: with hundreds of thousands of customers and many disparate data sources, the company lacked a centralized customer view to identify high-value traits and drive more sign-ups and product usage.

By consolidating data into Snowflake, automating ingestion with Fivetran, and activating audiences with Hightouch, Imperfect Foods built continuous pipelines and customer models (via dbt) to sync segments to Iterable and ad platforms. The change automated marketing workflows, reduced CAC by 15%, lifted customer reactivations by 53% quarter-over-quarter, and enabled faster experimentation on audience segments and campaigns.

Imperfect Foods

Adam Smith

Analytics Manager