You only realise the genius of a toilet roll subscription at the worst possible moment. 

Let’s just say, all of a sudden, setting up a regular delivery doesn’t seem like such a ridiculous idea after all.

If you’re Kings and Queens of Convenience like us, the growth of the ‘subscription economy’ won’t have escaped your notice. 

During the pandemic, subscriptions saw a huge rise on account of everyone being stuck indoors. Receiving coffee pods and prebiotics through the letterbox was less luxury, more necessity.

Since then, the growth curve has steadied, and with everyone counting their pennies a bit more carefully, not every subscription has made the cut. But for the ones which have stuck, it’s obvious why: we all value the ease, convenience and often additional extras we get through subscriptions.

Normalising subscriptions

Amazon might not have invented subscriptions, but they definitely helped make them mainstream. Their ‘Subscribe & Save’ model launched back in 2007 for grocery products, originally offered discounts and free shipping.

Since then, they’ve rolled it out across many more categories, and in June 2024, expanded it again to include seller-fulfilled products. Today, you can subscribe to everything from protein powder to puppy food – and millions of us do, mostly because it’s one less thing to think about.

Why eCom loves subscriptions 

Subscriptions deliver predictability. They allow you to better forecast how many customers you’re serving next month, which means you can plan your stock instead of guesstimating wildly. It makes the dreaded cash flow forecasting a lot less stressful.

Subscriptions also allow you to understand your customer lifespan which opens the door to all kinds of personalisation and optimisation. If a large percentage of people drop off after month five, then that’s a perfect moment to surprise them with an exclusive discount, free gift or cheeky upgrade in month four. 

Audible are suspiciously good at this. We’ve been trying to leave for years! At this point, we’re not entirely convinced unsubscribing is even possible.

And if we’re talking numbers, subscriptions impact your Customer Lifetime Value (LTV), and we know that if we increase customer retention by just 5% it can increase profits between 25-95%, so just imagine what having a large subscription base could mean!

Research shows loyal customers are 22 times more valuable than average ones.  While 64% of subscribers say they feel more connected to brands they subscribe to, compared to brands they’ve only bought from once. Sounds obvious, but that connection is something that is very difficult to buy. 

Give back value

What is it about a subscription that keeps people coming back? Maybe your brand isn’t the cheapest. Maybe you can’t afford big discounts. Maybe others undercut you.

So what makes your product worth it?

  • Is it a convenience-focused product, such as loo roll (sorry to lower the tone again)?
  • Does it provide ease of use and save time for your customers, so much so that they’re happy to pay more for it? 
  • Is it value-led, giving customers the sense they’re supporting something bigger, like a more sustainable or eco-friendly choice?

Whatever category your brand falls into, focus on it. Make it clear what you’re offering and why it matters. Show your customers exactly how you’re adding value to them.

Perks of being a subscriber

As well as your core offering you can also add value with subscription benefits. 

It could be the feel-good stuff like VIP treatment (something we’ll talk about in our next blog), early access to new products, first dibs on restocks or even a birthday discount. 

For values-led brands, subscriptions can also reinforce what you stand for. Sustainable electric toothbrush brand SURI sends recyclable envelopes for returning used toothbrush heads. Grind offers pod recycling. 

Subscriptions also give you the opportunity to cross sell. Take Who Gives a Crap (last of the toilet chat – we promise!). They start you off with toilet paper, and before you know it you’re adding tissues and kitchen rolls to your basket. 

When (and how) to discount

It’s tempting to offer a big discount upfront but you’re not Amazon. Smaller brands just don’t have that much wiggle room.

Instead, think about timing. If you know people start losing interest after three months, test out an offer just before that point. Or spread a welcome discount over the first few deliveries.

And this is a drum we’ll continue to beat: test and measure everything. 

Track how long customers stay, when they drop off, what bundles are popular. You know the drill. 

Don’t forget the post-signup experience

Subscriptions are like a relationship, and relationships need attention!

A monthly delivery isn’t enough for your brand to stay top of your customer’s mind. Use email or SMS to share useful tips, sneak peeks or brand updates. Encourage reviews, feedback and unboxing moments. If someone’s been subscribed for six months, they’ll probably be happy to tell their friends why. 

Make sure it makes sense

One last word of advice: don’t force it. Some products are perfect for subscriptions. Others aren’t.

Supplements? Absolutely. Fresh flowers? Sure, if that’s your thing. Jewellery? Unlikely – people don’t tend to shop for that every month.

The best subscriptions are the ones which slot into people’s routines. 

If this is the first time you’ve read our blog, then hi! Welcome to our Beyond Bargains series where we walk you through all the ways in eCommerce you can add value to your customers’ experience without slashing prices. 

Drop us a message if you’re looking to get some help putting it all into practice.