What? You’ve been rambling on about how the hot trend will be reducing obstacles to purchase? What’s more seamless than an online subscription service?
True enough, a subscription service does make it easier than ever for consumers to buy. After all, after they sign up, they wind up making a purchase every month, whether they remember or not.
So why do we think the growth of these subscription services will slow? For us, it’s about managing the retail experience. When someone shops at a store, for example, it only takes one bad experience or a slightly less-than-perfect purchase to make another visit less likely. The pressure to deliver every month will eventually become too much for subscription services. When one month’s package of products leaves a buyer unsatisfied, or if two months in a row make them say, “Meh,” it’s very likely that becomes a canceled subscription.