Liquid Barcodes

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Principles of Subscription

Paula Thomas, Chief Content Officer, Liquid Barcodes

07/12/2020

Having previously written about the principles of success in loyalty programmes, we are noticing more and more convenience consumers needs being solved by subscription services, which perhaps explains the explosion of the model in recent years. These exciting ideas have led to writing this article to help explain the “principles of subscription” that we believe are creating these opportunities in our industry. They also complement the ideas we’ve discussed before that drive customer loyalty, such as the need for clear, consistent, compelling programmes (at a minimum), that are also easy, empowering and engaging.

We were also inspired by a recent research video shared by our friends in Ipsos Denmark and their partners Subscrybe, as well as many other business organisations emerging to support the growth of this exciting business model, such as the Subscription Trade Association and the Subscription Summit conference being run for the fifth year in the United States for our fellow fans of the subscription business model.

Subta

But before we delve in to these powerful principles, our research uncovered a viral video that launched of the one world’s most famous subscription services that (to date) has had over 26 million views, and undoubtedly drove much of its incredible early success and ultimately led to the firm’s billion-dollar sale to Unilever in 2016. With a highly engaged base of advocates, the Dollar Shave Club initially achieved respect and recognition as an industry disruptor solving the global pain point of expensive razor blades, but then went on to achieve extra-ordinary loyalty and an NPS score of 64, that even iconic brands such as Apple and Costco have not managed to match.

Watch this video to see how clever use of humour, magnified by social media, helped create a powerful brand, practically overnight (the company got 12,000 orders within 48 hours of this video launching)!

Dollar Shave Club Disrupted Men’s Grooming with an Innovative Subscription Service in 2011

With our laser focus on convenience retail, this article will explain the relevant human behavioural needs that we believe are driving adoption of subscription models in our industry. And in addition to understanding the trends driving subscriptions within the convenience sector, we also found it useful to discover the nuances and models defined by the Subscription Trade Association who have categorised the subscription commerce economy in to six segments depending on the industry, operational approach and consumer needs being met.

Human Needs – Solved with Subscription

Whitepaper

Whitepaper – The Psychology of Subscribers

  1. Replenishment: While convenience stores are clearly designed to ensure customers can always stock up on the everyday products they need, a store visit is fundamentally inconvenient and the burden is on consumers to remember to replenish. A subscription model ensures customers can look forward to a reliable supply of products they need, when they need them, and this is exactly the brilliant insight behind the Dollar Shave Club, which also addresses our need for both “value” and “convenience” no matter what channel we choose.
  2. Being Known: Consumers increasingly need brands they can trust, so retailers who take the time to learn what we like and recommend products tailored to our individual needs will win extraordinary trust over time. Our favourite recent example of this is the article about “Mealpal” which curates great value meals that also allow customers to “discover” new restaurants in their area, as well as the “exclusive” opportunity to “conveniently” skip the line. Again “Dollar Shave Club” does this consistently, with promises such as “we never make it hard to leave” to reassure customers that their custom is respected and valued.
  3. Curate: In our increasingly anxious world, busy consumers increasingly suffer from a sense of cognitive overload, so retailers who do the thinking for customers and offer tailor-made products that eliminate the need to make yet another decision are a relief for busy consumers. First described in the 2004 book entitled The Paradox of Choice, subscription services like Netflix save us time and frustration by ensuring our entertainment needs are met by a high quality, customised stream of content that we can quickly and easily enjoy with no perceived cost as the subscription package allows unlimited consumption.
  4. Exclusivity: As humans, our deepest need that is often hardest to achieve is simply connecting or belonging. Great brands such as Coca Cola have created subscription programmes that combine that sense of community with other brand lovers, with the opportunity to enjoy “exclusive” products that no one outside the “Club” can access. It is the same concept leading some industry commentators to conclude that all consumer goods manufacturers should in fact have a direct-to-consumer option. Clever and compelling, this concept is certainly one for the convenience industry to watch with interest – potentially for partnership opportunities in global markets.

Subscription Insights:

In closing, if you’re exploring the concept of subscriptions for your business, we highly recommend this Ipsos Insights webinar and can introduce you to the speakers if you want further guidance from them on the main models to consider, as well as understanding the key drivers of change that are essential to deliver on in order for your subscription business to become truly successful.

Ipsos Insights – The Power of the Subscription-Based Business Model

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and host of the “Let’s Talk Loyalty” podcast.

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The Refreshing Perks of Beverage Subscription Programs 

Beverage subscription programs offer convenience retailers the benefits of enhanced customer loyalty, a predictable revenue stream, customer data, and a competitive edge.

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Measure Beverage Subscription Program Success

Use three key metrics to measure beverage program success to ensure long-term viability and maximize profits.

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Enhance Foodservice Sales With Daypart Marketing and a Beverage Subscription Program

Increase overall foodservice sales by combining a smart daypart marketing strategy with a monthly beverage subscription program.    As foodservice continues to become most important to a convenience store’s financial success and ultimate viability, harnessing the dual power of beverage subscription programs and daypart strategies will help elevate sales throughout the day.

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Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

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Use Digital Prepaid Cards to Get Started With Subscription Programs

Digital prepaid cards are frictionless and contactless and a simple way to get started with subscription programs. A subscription program is designed to conveniently remove thinking from everyday purchases for customers to make a one-time decision for month-long unlimited products like drinks and coffee.

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Which Subscription Model Will Win You the Most Customers?

Subscription programs are enhanced loyalty programs that drive repeat visits for your most valuable customers. According to a 2021 report by WestMonroe, the average U.S. consumer spends $273 per month on subscription-based services. If you haven’t already, it’s time to get in on that action.

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An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

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Circle K Norway Wins NACS Convenience Retail Technology Award 

Circle K Norway wins the prestigious NACS award for technology innovations, including car wash subscription program powered by Liquid Barcodes. NACS awarded Circle K Norway’s leaders with the NACS Convenience Retail Technology Award at this week’s NACS Convenience Summit Europe in Dublin.

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Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

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Record-High Sales Coupled With Record-High Credit Card Swipe Fees Perplex Convenience Industry

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Sunshine Gasoline Leads Industry in Technology Adoption

Florida retailer Sunshine Gasoline leads the U.S. convenience industry with app solutions for customer convenience and loyalty.

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Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

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What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

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Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

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Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

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