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Parents often need to buy the same products over and over. Subscriptions are perfect for these customers, as they offer convenience. And because subscriptions increase lifetime value, merchants can often offer better value, another win-win for the customer-merchant relationship.
By implementing a subscription widget on the Product Description Page, parents can now sign up for recurrent deliveries and choose their preferred frequency. This way, they can conveniently receive new orders without purchasing, as well as edit or cancel their current subscription, if things change.
We also implemented a set of controls from the admin dashboard, so that Tommee Tippee can configure and edit all the automated email flows associated with new or existing subscriptions, as well as adjust shipping, payment methods and frequency intervals.
And with subscription data available at the customer level, we can now analyse the impact of subscriptions to purchase behaviour and lifetime values. (spoiler alert, it’s fantastic)
Our user research showed that customers new to incontinence products come with a lot of doubts and emotional baggage to their first purchase, making them more subsceptible to behavioural nudging.
However when they find a brand that works they tend to stick to it, only making small tweaks to size and other product attributes over time.
To capitalise on this insight, we worked with Vivactive to implement a “first pack free” user journey, enabling us to move customers quickly from awareness into product trial and subscription set-up.
