Ciara Fanlo

Last weekend, I got a free latte and a free snake plant—my local coffee and plant shops both offer punch cards, so after my 10th coffee drink and 5th plant purchase, I get a free drink and a free plant. Many brick-and-mortar businesses let their customers redeem a discount or free item in-store after they've completed a certain amount of purchases.

I am a people person—I love listening, talking, and connecting with others. I also studied English in college and greatly appreciate well-crafted, thoughtful, precise, or poetic language. Marketing is the practice of communicating ideas, telling stories, and creating connections—all interests of mine. 

Do you remember the infomercials that used to advertise products for “two low payments of $19.95?” Once you repeated it to yourself, you probably realized that the price was essentially $50. So why were they listing it as two payments of $19.95? They were using psychological pricing. Many businesses use psychological pricing strategies to impact consumer perceptions and influence buying decisions. 

I’m an avid outdoorswoman—comfortable sleeping in the dirt and not showering for days on a backpacking trip—and a skincare fanatic. I have an appreciation for the simplicity of making morning coffee on a camp stove, and also my collection of facial serums. Though I wouldn’t say I’m a person who enjoys shopping as an activity, I truly appreciate how certain items enhance my life—smoothie cubes for a simple protein shake, a durable water bottle, and comfortable sheets. Truthfully, these items buoy our days, and the best ones help us live better—by simplifying tasks, supporting our bodies, or strengthening our passions. 

We’ve all heard the phrase “don’t judge a book by its cover”—in other words, pay more attention to the inside than the outside. And while this certainly may hold true in many situations, there’s another school of thought when it comes to product packaging. 

In the wake of quarantine and COVID, subscription commerce soared—everyone was staying home and shopping online. 2020 saw droves of subscribers flocking to the market at unprecedented rates. 

If you want to have a successful business, one thing is for sure—you need your customers to come back. Today, shopping entails more than just the act of purchasing an item. Stand-out businesses have designed extensive journeys, from offering quizzes for customers to learn what vitamins they need to building creative unboxing experiences.

Delivering a quality product used to be enough to grow a business—a customer needed an item, they purchased it, and that was the end of the journey. With the explosion of ecommerce, the customer experience has evolved into an ongoing, multi-touchpoint relationship between the customer and the brand. 

Consumers these days are overwhelmed with options—whether it’s for a new series to binge-watch, a different hair product to try, or a fresh kind of coffee, they have endless potential choices. But it’s clear that it takes more than just an effective product for an ecommerce brand to succeed. 

In the era of relational commerce, consumers want to purchase from brands that align with their values. Take a brand like Patagonia - they connect with their outdoor-loving customer base by focusing on environmental stewardship and promoting sustainability in their mission. For example, they encourage customers to trade in their gear, cutting down on consumption and extending garment’s life. As you develop your brand’s core values and missions, it’s important to share this with your customers. 

Would you rather do business with a relatable, approachable brand or a cold, impersonal one? The answer is probably obvious — people connect with and trust other humans. When it comes to building long-term relationships with customers, it pays off big time to create an emotional connection. And the best way to do that is by humanizing your brand. 

No matter what your business does, it’s safe to say that incorporating subscriptions is a strong move. With subscriptions, you move beyond a one-time transaction to unlock a host of benefits for your business and the customer alike. Businesses can more accurately forecast their revenue and work with a variety of data, while customers save time and money. Subscriptions are the vehicle for forming ongoing, rich relationships with your customers. 

Before you can reach the next level–for subscribers, sales, or success—you need to know where you are right now. Determining the health of your business can feel like a confusing and complicated process. With so many data points to analyze or trends to consider, how exactly should you assess? Well, there are a few key metrics that you should look at to get a good idea. 

Most of us are familiar with subscriptions in some way. Maybe you get your favorite coffee delivered monthly or a box of new beauty products to try. More and more, consumers are turning to subscriptions to automate and simplify more aspects of daily life. And, with three different models, subscriptions can really work for any business. So far, we’ve covered the ins and outs of replenishment and curation subscriptions.

With the rise of ecommerce, shopping has moved away from brick and mortar stores and onto screens. These days, most shopping is taking place on the internet of things—computers, mobile phones, social channels, even smart speakers. It’s essential that businesses can adapt their platforms quickly to meet customers on these new touchpoints. 

Why coffee subscriptions? In the past year, subscriptions have exploded in popularity. With a subscription service, customers get their favorite product on a regular delivery schedule. Customers often save on cost, with many subscriptions offering products at a discount. And, with products delivered straight to your door, customers save on time on going to the grocery store as well.

Your subscribers are more than just shoppers—they’re also your audience. When a customer signs up for your service, you’re guaranteed their business for a period of time. Whether it’s a weekly, monthly, or quarterly purchase, a subscription gets your customer on a regular and consistent schedule to receive and buy your products. Subscriptions hold more value than one-time purchases, and not just monetarily. 

The subscription economy has grown nearly 6x (more than 435%) over the last 9 years. There’s a multitude of benefits to businesses implementing this model—predictable revenue, reducing churn, forecasting inventory, valuable customer data, and increased average order value (and the list goes on). Needless to say, subscriptions are a strong move for businesses. 

Turns out the experts know a thing or two. So for our Powerful & Profitable Subscriptions Playbooks, we teamed up with 12 of the industry’s most successful ecommerce agencies to talk insight, strategy, and top tips. We’ve covered all the bases—from cross-selling and upselling to customizing the shopper experience—and compiled the best bits into actionable guides. 

When setting out to create a product, improve an aspect of it, or design a marketing strategy for your business, it helps to have science on your side. Testing, iterating, and refining are necessary steps for any process. 

You’ve been checking UPS updates all day to track when your shipment will finally arrive. A doorbell ring, rushed scurry, and excited squeal later, you’re finding scissors to unbox the package. You open it up and discover your eagerly awaited item is wrapped in the coolest tissue paper. The pattern on the inside pops and there's a personalized card from the business—you're seriously impressed.