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Sep 18, 2009 | 5 minute read
written by Linda Bustos
Subscription options for consumables is not necessarily a new concept, but certainly an underused tactic of online retailers.
It's far more common to see e-tailers offering tiered pricing (discounts on quantity) to increase basket size. But customers don't always want to order a case lot of something -- who has room for a year's worth of coffee in the cupboard? Others don't have the cash-on-hand to pre-purchase items.
Subscriptions are a great way to:
I first noticed Amazon using subscriptions on select consumables a while ago. The program is called Subscribe & Save, and Amazon has a directory of items that qualify.
I just don't understand why every product on Amazon is a wedding or baby registry candidate...
Drugstore.com and Walgreen's allow customers to select their own delivery schedule.
Walgreen's and Drugstore.com allow auto-refill on prescription drugs, but not on all the other product they carry that would also make for great subscriptions like baby formula, diapers, vitamins, razor blades, pet food, shampoo and so on.
Offering Incentives
Amazon gives 15% discount on all Subscribe & Save items. Nutrica offers a free box of vitamins -- even if you cancel your subscription, just for giving it a shot. Doctors Foster and Smith offer the 10th shipment free in its Catered Pet program.
Communicating Value
HGH1000.com combines tiered pricing with subscription and provides a chart that shows the price savings on automatic re-orders vs. one-off shipments for each tier. Strikeout prices are effective, as are big, bold or red discount prices, "you save X% or $X" etc.
Purity Products uses % savings and "Best Value!" messaging:
You can choose your delivery interval from the cart, and you find a surprise free gift:
Helping Customers Choose Frequency
Nutrica sells vitamins and supplements, so it's easy to let customers estimate their expected daily use and select the right monthly program.
Psoriacream gives recommendations based on the severity of one's psoriasis problem.
Customer review content that addresses product life would be helpful for first-time buyers. For example, how long does a shampoo bottle last long-haired women who wash their hair 3-4 times a week vs. short haired men who wash every day vs. a couple who shares a bottle? How long does 2 lbs of coffee beans last someone who drinks 2 cups a day?
A tool could also be programmed to ask the customer a few questions about their lifestyle and then recommend a frequency. This would depend on the product, whether it's worth it to program such a tool or not.
Another idea is to use "customers who bought X chose Y delivery time" similar to reviews -- one could see that out of 25 customers who subscribed to refill razors, 18 selected 1 month refills, for example.
Some products like mascara should be replaced every few months for hygienic reasons - even if there's product left in the tube. What an opportunity for pricey makeup stores to gain repeat business -- many customers are not aware of that or need to be reminded.
Subscribe is a Call-To-Action
Some retailers have programs, but don't show it on the product page. That's a head-scratcher for me...
Others, like Green Mountain Coffee, are just very subtle about it. The "Recurring Delivery" option is near-invisible, and once you add the item to cart, there is no further announcement that you can subscribe to the product.
Since subscriptions bring more money than single purchases, why are they not treated as valuable calls to action?
Alternative Payments
Cenestra Health uses PayPal subscriptions for recurring orders, which may ease the fears of customers who don't want you to charge their credit card on a regular basis.
Usability Issues
Tabletools.com allows you to order a variety of flavors of a product in whatever quantity you want, as described below. However, it's asking a lot from its customers to enter the details in the middle of checkout. Shoppers must remember the names of the flavors after they've navigated from the product page unless they open up a new tab to check out - otherwise they'll need to call the order in.