Product subscriptions have gained a new relevance during the pandemic, a time when in-store shopping has faced concerns around health and safety. However, when we move beyond the pandemic will this behaviour stick?
There are two types of product subscriptions:
- Box Subscriptions
Replenishment is the restocking of essentials such as household supplies and personal care products aimed at offering convenience. For example, Amazon Subscribe & Save.
Box subscription is the product subscription that allows users to try new products with a new variety curated and shipped at a regular interval. For example, HelloFresh.
Product subscriptions have seen an increase in usage since the beginning of the pandemic, with Replenishment services rising by 56%, while box subscriptions rose 62%.
Our research found the primary driver for consumers to sign up to product subscriptions was the convenience of home delivery at 44%, up from 14% prior to the pandemic. Similarly, 32% signed-up because it is a safer way to shop, 28% for the free shipping and 22% so they’d know exactly when the product would arrive.
To learn more of what our research uncovered and understand what this means for subscription models, read our report available below.
[Webinar 19/11] Behavioural science: Creating competitive advantage during changing consumer behaviour
Join our webinar Thursday the 19th of November, where Colin Strong, Global Head of Behavioural Science at Ipsos, will give an overview of the discipline, it’s relevance to understanding today’s consumer behaviours and give examples of the way we apply this for a range of client challenges.