Online Retailers to Promote Subscription Boxes

BY Rachel Cagle
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"54% of online shoppers say they use a subscription service, according to a survey conducted by ratings and reviews platform Clutch, reports Retail Dive."

"Dollar Shave Club is the leading platform of subscription box members (29%), followed by Ipsy (21%), Blue Apron (17%) and BarkBox (17%), the survey finds. HelloFresh, subscribed to by 16% of respondents, was next, followed by Birchbox (14%) and Sephora Play (14%)."

"In its release, Clutch noted that the rise of subscription services can be attributed to the growth of e‑commerce, increased social media use and consumers feeling more comfortable paying for value over time."

"As subscription services continue to gain favor with consumers, many retailers have cashed in on the trend, and apparel is a particularly popular space. Subscription services have also cropped up in beauty, personal care and other areas."

"Though the demographic most likely to have a subscription service are millennials, a group with an estimated $200 billion in spending power, which could indicate the value in investing in the model."

Fashionistas are 64% more likely than others to make purchases that help them feel current (up with the times), according to AudienceSCAN, which is exactly what subscription boxes strive to do. Nearly half say that their favorite emails to get from businesses are new product announcements and, last year, more than half took action after receiving an email ad. Additionally, last year, these shoppers took action after receiving direct mail ads, seeing TV commercials, finding ads on daily deals sites such as Groupon and ads they either saw on their mobile smartphone apps or received via text.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on subscription box retailers and casual clothing stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.