Throughout the pandemic we’ve seen a rise in the demand for subscriptions—up 41 percent, according to research from Ordergroove—as an effective way to build customer relationships and provide value. Following are ways in which subscription programs can improve the customer experience, according to a piece in Multichannel Merchant.
Personalize the Shopping Experience
Use customers’ purchase history to match the right products to the right shopper. This data can also be used to manage communications and time them appropriately with artificial intelligence technology.
Prove Value Through Cost Savings
Providing discounts for subscribers helps to build brand relationships. Offering greater savings the more a customer buys or introducing reward and loyalty programs that include opportunities for discounts are effective tools.
Streamline the Purchase Process
Focus on providing a customer experience that’s as seamless as possible. Allow customers to easily update account information to build trust and provide a sense of control, and give users the opportunity to subscribe at checkout. Having the ability to change and update subscriptions will help mitigate “flavor fatigue,” or the sense of boredom customers might feel from purchasing the same products again and again.
For more ways to enhance subscription programs, read further in Multichannel Merchant.