Growing E-Commerce Sales through Subscriptions
This e-commerce player was well established in the market, but struggling to grow their D2C sales (where margin was best) alongside their Amazon offering. Wanting to grow both channels, without cannibalising either offer, I worked with the brand to implement a compelling subscription offer that prioritised the customer shopping experience, incentivised the first order, and respected variation in customer preferences.
Powerful First Order Incentive:
To kickstart my client's subscription growth, we introduced a compelling first-order incentive. We understood that the first interaction with a customer is crucial, and providing a strong incentive encourages them to take the leap into subscription services. Our strategy involved offering an exclusive discount who opted for a subscription with their initial purchase. This not only increased the conversion rate for first-time buyers but also set the stage for long-term customer loyalty.
Free Shipping on Every Order:
Recognizing the impact of shipping costs on customer decisions, we implemented a strategy that resonates with modern consumer expectations – free shipping on every order. This was not limited to the first purchase but extended to every subsequent subscription delivery. The assurance of free shipping not only reduced potential barriers to entry but also added a layer of convenience that resonated with our target audience, contributing to a positive customer experience.
Flexible Subscription Terms:
Understanding that one size does not fit all, we introduced flexible subscription terms to accommodate a variety of customer preferences. Whether customers preferred monthly, bi-monthly, or quarterly deliveries, our client's subscription model allowed for customization. Additionally, subscribers had the flexibility to adjust their order frequency, skip deliveries, or modify their product selection. This adaptability empowered customers, fostering a sense of control over their subscription experience and reducing the likelihood of cancellations.
The Results:
Sustained month-on-month growth above 30%
Reduced churn
Improved Brand Image