Hello! This is my first post and, as always when
embarking on something new, I am excited
about the journey, only this time there isn’t necessarily an end in sight. I
know one thing though – I will remain true to myself and hopefully, in sharing my
honest opinions, I will bring you some useful information on interesting products and
services.
Today, I will start my “memoirs” on the subscription-based eCommerce business phenomenon or, as it is most commonly referred to in review blogs, subscription
boxes. Just a side note - in the investment and industry analysis space, the space is often referred to as 'subscription {e}Commerce' or simply 'sub com'.
Subscription boxes – beauty, fashion, home, baby & kids, arts & craft, food, Eco / health, lifestyle – to name some of the most popular categories out
there, might be the new trend or obsession that has taken the market over the last
couple of years. As many of you probably already know, most of the
subscriptions are monthly but some are delivered quarterly, and many of the
monthly ones give you the option to skip a month. The way it works is the
following – you pay a set amount of subscription fee per month (there are a
number of subscription plans where typically 3-, 6- and 12-month plans give you
a discount over a month-to-month plan) and get a number of curated goodies based on the type of box.
The subscription-based model could be described as a “modern
age” deal-of-the-month club, however I’d say it is much more than that. While the deal element is definitely present in most of the subscriptions (as you typically get more in value compared to what you have paid for
as a subscription fee), something else also characterizes today's sub com
model – and would probably distinguish the truly successful subscription companies
going forward. It is the fact that many of the subscription-based businesses market
to a highly targeted customer base that is interested in a specific niche and
willing to try new, small, independent quality brands or probe high-quality
luxury brands before they commit to buying them. Thus, these target customers
are not only interested in getting a good deal on the goodies they value, but
also on finding products and services that are new, cool, and of high quality;
products and services that they can then – hopefully for the subscription
companies and the marketing companies alike – go back and buy repeatedly.
Over the past year or so, I have been following this monthly
subscription box phenomenon with great interest that had led me to subscribing
to a few “boxes” myself. I will be exploring these one at a time. The latest
and, to date, the most exciting box I am subscribed to is PopSugar Must Have Box. All of the opinions expressed
here are my own and, what I might find exciting, may be plain boring
for others - even if so, hopefully it would still be informative.
Do you subscribe to any boxes? If so, what are your favorite ones? What do you think distinguishes those from your less favorite ones? With so many sub boxes offered on the market today, how did you choose the ones to subscribe to?
M.
Disclosure: There is a referral link in my post. I will get referral points if you
click and sign up for the PopSugar’s Must Have Box through my link.