Omni Used Journeys to Increase Subscription Revenue 66% with Skio

The Omni Pet Story

Omni Pet makes allergy-friendly dog food and supplements designed by veterinarians for long-term health. 

Founded in 2020 by Dr. Guy Sandelowsky and Shiv Sivakumar, the London-based company serves over 50,000 UK customers, most of them subscribers, with novel protein formulations from yeasts, algae, and pulses. Their mission: help allergy-prone pets live healthier lives while being kinder to the planet. 

After securing record Dragons' Den investment in 2025, they've served over 5 million meals and grown 400% year-over-year.

Manual Pricing Updates Hit a Wall

Omni's product catalog isn't simple. Joints & Mobility Supplements come in three weight tiers, Revitalising Roast wet food has multiple pack sizes, and each formula has its own pricing structure. 

So when ingredient costs shifted or suppliers adjusted rates, the team faced a brutal reality: updating prices across thousands of active subscriptions meant touching each one manually, burning hours on backend work.

One of their key growth strategies made that headache even worse. 

Omni offers steep first-order discounts—the kind that convert skeptical dog owners into subscribers—then adjusts pricing for renewal orders once customers are convinced of the products' efficacy. Smart acquisition tactic, but exhausting execution. One team member spent entire afternoons updating subscription prices while manual processes introduced risk everywhere. Miss one SKU, upset a customer, lose revenue. Trust erodes fast when billing doesn't match expectations.

Journeys Handled the Heavy Lifting

Skio Journeys solved Omni's pricing chaos through post-checkout automation, and the setup is surgical. Each Journey triggers the moment a checkout completes, checks what's in the subscription—supplement tub, wet food pack, specific weight tier—then automatically updates product pricing for every future order. Zero manual touches.

Omni configured multiple Journeys to handle their complex catalog: one for supplement tiers, another for wet food varieties. Each Journey applies the correct pricing logic based on product type, front-loading discounts to drive conversions. First order? Massive discount. Renewal orders? Price adjusts automatically to standard subscription rates. Thousands of subscriptions process through these flows simultaneously with no bottlenecks, no missed updates, no human error.

The team member who once spent afternoons repricing subscriptions now watches Journeys handle it instantly, redeploying those hours to product development, marketing tests, and retention campaigns—work that actually grows the business. Pricing accuracy became bulletproof: every subscription gets the right price at the right time, customers see transparent billing that matches expectations, and trust stays intact.

Revenue Up 66%, Operations on Autopilot

Thousands of subscriptions are now managed automatically through Journeys with zero manual intervention after setup.

And the impact extends far beyond time saved. 

Omni confidently scaled their subscription offering knowing that pricing would update automatically as their catalog expanded, which meant they could test aggressive acquisition offers without worrying about backend chaos. Customer trust remained intact because pricing updates happened seamlessly and transparently. Time wasted firefighting pricing issues is now focused on product development, marketing, and subscriber retention. 

Journeys didn't just automate a task—it turned subscription pricing from operational burden into competitive advantage.