Enhancing Customer Loyalty Through Subscription Models

Subscription-model customer loyalty programmes are relatively new but have already shown their power in the world of e-commerce. Sending products to customers regularly is not only a way to build loyalty but also to embrace convenience, which translates directly into a more pleasurable experience. In this article, we’ll look at the benefits of subscription models in more detail. We invite you to read on.

The Rise of Subscription Models among Customer Loyalty Programmes

Membership models have been popular in e-commerce for quite a while, and the emerging subscription models are just their upgraded versions. Their principle is simple: if a customer orders products that can be used up, they might instead turn to a subscription in which they will receive a new batch of products regularly.

Naturally, due to the characteristics of the products that are viable for subscription models, this customer retention strategy works only in specific industries—where the need for the products is constant and the customers need to re-supply. Therefore, we can highlight several branches of e-commerce that thrive the most using this strategy:

Beauty

Skincare products, hair dyes, and make-up are all bought, used up, and then bought again. With the high number of different products that customers (mostly women) need to have, making the same purchases over and over again becomes a massive inconvenience, hence the popularity of subscription-based customer loyalty programmes in this industry.

Many companies here embrace personalised subscription services—ones with products tailored specifically to the customer. For instance, Madison Reed, eSalon, and L'Oréal all have models in place that involve sending clients their personalised hair dyes at regular intervals. At the same time, Function of Beauty has a similar option for hair care products.

Coffee

Another industry that reaps the benefits of subscription models is… the coffee industry. Many stores and importers offer regular coffee bean delivery services to their customers, thanks to which the latter don’t have to worry about ever running out of their favourite beverage.

Some examples of such models include Trade Coffee and Bean Box, both of which offer personalised coffee subscription services based on a quiz the customer takes before placing an order.

How Subscription Models Boost Customer Loyalty in E-Commerce? The Key Benefits

You’ve established a seamless returns policy and provided affordable and reliable delivery. However, if you still want to take your game to the next level, now is the perfect time to introduce new customer engagement strategies, such as subscription-based loyalty programmes. Why should you opt for them?

Convenience

The main benefit of subscription models is that they are convenient for your clients, making their experience more positive. The client does not have to purchase the goods every time they run out of them—they know they’ll have them delivered to their doorstep.

Consistency

Subscription models are consistent, both for the client (who always gets the same goods) and for you (providing you with a regular, steady income stream). They are perfect if you want to increase the stability of your business.

Regular Delivery

Regular deliveries also create stability, especially in the eyes of the customer. Their experience is dependable and always similar; hence, their satisfaction rises.

Personalisation

As mentioned in the previous section's examples, subscription services can be personalised, which is crucial for modern customers. After all, customisation is one of the latest e-commerce trends for a reason—it drives loyalty and satisfaction.

Upsells

You may also use subscription data to offer additional products to your clients. This way, you will boost your sales and let your customers know that you understand their needs.

Why Landmark Global Is the Ideal Partner for Subscription-Based E-Tailers

Our robust worldwide network at Landmark Global enables us to deliver your products regularly to all parts of the world. With our reliable logistics, you will be able to reap the full benefits of subscription models—your clients' parcels will arrive on time whenever their new batch of products is due. Why else should you choose us?

• Due to predictable volumes, we will be able to provide you with accurate forecasts regarding the price, delivery time and proposed shipping strategy.

• Reliability is our main priority, as it is for clients using subscription services. With Landmark Global, your customers will always receive their products on the day they are due.

• Our services include customs clearance—our experts ensure that your products cross the borders without any delays.

The Takeaway

Subscription models drive customer loyalty through convenience and consistency. Landmark Global’s expertise in managing predictable, high-volume shipments makes us the perfect partner for e-commerce businesses embracing this trend. We will deliver your parcels on time, every time, to almost any corner of the world.

You might also read: The Benefits of a Carrier-Neutral Approach in E-Commerce Logistics.