As an investor, I often come across early and growth-stage investment decks for D2C brands, and they never cease to provide valuable insights. Recently, I reviewed the performance deck of a company that had raised a heavy growth round. Their success story revolved around the incredible power of their subscription business model.
Inspired by this, I wanted to share some key aspects of subscription-based businesses that can fuel your growth and maximise customer retention.
Types Of Subscription Business: Find Your Fit
Subscription models extend beyond consumable products. Think about your Netflix account, which you pay for through a subscription plan. Even water purifier memberships like DrinkPrime fall under this category. Here are the most common types of subscription businesses I come across:
- Consumable Products: These are routine items like coffee, protein bars, or pre-workout powder that people consume regularly. Subscriptions provide convenience and ensure a steady supply. However, it’s important to differentiate between routine and occasional items.
- Scheduled Replenishment: If your product requires scheduled replenishment, such as filters for a showerhead or a humidifier, a subscription model can simplify the process for customers and guarantee timely replacements.
- Membership Subscriptions: Offer exclusive perks to subscribers, such as discounted prices, free shipping, early access to new products, mystery items with every order, or subscriber-only SKUs. Even apparel brands can leverage the subscription model to drive revenues.
The Offer: Value Proposition For Subscribers
To entice customers into subscribing, you need to provide compelling incentives. This can be achieved through:
- Discounts: Offer a standard discount, typically ranging from 10% to 20%, on the one-time purchase price. Several successful subscription brands, like Nua, Sleep Owl Coffee, Let’s Shave and The Whole Truth Foods provide attractive discounts to their subscribers.
- Perks and Benefits: Go beyond discounts and offer additional perks to enhance the subscriber experience. Consider benefits like free shipping, an always-on discount, early access to new products, exclusive content, faster customer support or access to limited edition variants or sales.
Remember, convenience alone may not be enough to convince customers to choose your subscription. Differentiate yourself by providing benefits that are not easily accessible through Amazon or your competitors.
Subscriber Retention: The Key To Sustained Growth
Keeping your subscribers happy is paramount to your success. Let’s explore some effective strategies:
- Conduct Surveys: Regularly seek feedback from your subscribers to understand their needs and expectations. Utilise email, text or social media surveys to gather valuable insights. Their feedback will help you extend customer lifetime value (LTV) and cater to their preferences.
- Leverage a Robust Subscription Platform: A reliable subscription platform is crucial for seamless management. Stay Ai’s platform, for instance, offers churn prevention features, growth marketer-friendly tools, and valuable insights to enhance your subscriber retention strategies. Find a separate tool for subscription insights as it has separate metrics to track.
- Innovative Content: To maintain top-of-mind awareness and strengthen your brand, consistently provide captivating content. Be the brand that your subscribers were initially excited about. Build a lifestyle around your products and engage with your audience through innovative and personalised content.
By implementing these strategies, one brand was able to achieve an impressive 5X growth in its subscriber base within a year, generating 5X LTV against the cost of acquiring a customer (CAC). This showcases the immense potential of subscriber retention in driving your business forward.
I hope these insights and actionable strategies will help you harness the true power of subscription models and propel your business to new heights.