In this fast-paced world that we live in, it is no surprise that people want products delivered to them in an agile and effective way. Luckily, this can be accomplished by the emergence of subscription companies, that are growing at a rapid rate.
“In the month of April 2017, subscription company websites had about 37 million visitors. Since 2014, that number has grown by over 800%.” Forbes reports.
The subscription business has taken off in the retail industry, changing the way consumers receive goods and services. Forbes dedicated an article just for subscription businesses, and the insights found to prove just how much this industry is growing.
What Is A Subscription Business?
For starters, understanding what a subscription business is, is crucial to understanding why they are growing. In simplest terms, subscription businesses send consumers packages based off of items that have been picked specifically for that customer. The average subscription business delivers products once a month. Consumers are able to subscribe to this service and have a hands-on approach to what they receive.
This business has taken off in the last couple of years mainly because technology has grown so much, making it easier for companies to reach an audience and deliver products effectively.
There are many popular subscription services out there. You may be familiar with Blue Apron, which delivers ready to cook meals to customers. Dollar Shave Club is also a popular service that caters to men’s shaving needs, delivering shaving products to the doorsteps.
Subscription Services Are Growing
Forbes referred to as subscription businesses as being faster growing than most retailers, thanks to technology and mobile capabilities. Not only does technology help grow this business, but it proves what kind of customer base is out there, and what they are looking for.
Retailers can look to this kind of customer in order to adapt goods and services to meet their needs. This customer is one that is adaptable, up to date and looking for a personalized experience.
“It’s not enough anymore just to give consumers what they’re looking for if they know what they want they can get it with a click anytime. To get a consumer excited, you have to offer something they’re not expecting and subscriptions are an ideal instrument for surprise.” Forbes reports.
In order to achieve the utmost level of personalization, companies can’t be afraid to ask their customers what they want. A subscription business is only as successful as how much they know about their customer, in order to cultivate products and services that will meet their needs.
If your services are out of date and not targeting the right customer, it will fall short. Retailers can rely on data and analytics in order to get to the hearts and desires of their customers. Following a subscription model can be beneficial. After all, customers can cancel a subscription as fast as they can sign up for one. This is a challenge that retailers face in the growing age of customer engagement.
The secret to combating this challenge is selling a product that people actually want. Look inward, do your research and you will find what you are looking for.
“Google search is the biggest source of customers for subscription companies and social media is second. Social media is a more important source of customers for subscription businesses than it is for other types of retailers.” Forbes reports.
So, are subscription businesses, in fact, the new face of retail? According to many experts, the answer is yes. This industry is growing at a rapid rate, as new industries are being tapped into, like the beauty and fashion industry. We are faced with a market that only has the potential to grow.
ABOUT TRANSFORMATIONAL CMO
This October, the 8th Transformational CMO Assembly in Denver is a unique event that challenges our attendees to learn how to anticipate what’s next for the highly complex marketing environment that has emerged throughout the year through a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board over the course of 2 days.
Spaces are reserved for the best in the business. If you’re a CMO looking to stay one step ahead of the digital world, reserve your seat today >
What makes our assembly so exclusive is our exclusive content. And what better way than getting exclusive content than by downloading our brochure created with you in mind?