Building Loyalty Through Subscriptions

Replenishment isn’t a side feature, it’s a force multiplier. This is a big mistake. We’ve seen replenishment flows outperform promos and win-back emails combined. They convert better every time with the right timing and zero customer effort. Brands overspend on ads to win new customers, then forget to win them again. They need to predict exactly when a customer needs to repurchase and trigger the message at the perfect moment. Not too soon, not too late. Just right. ++ 𝗪𝗵𝘆 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗗𝗼𝗻’𝘁 𝗥𝗲𝗼𝗿𝗱𝗲𝗿 – 𝗔𝗻𝗱 𝗛𝗼𝘄 𝘁𝗼 𝗙𝗶𝘅 𝗜𝘁 ++  𝗧𝗵𝗲𝘆 𝗙𝗼𝗿𝗴𝗲𝘁 ✅ Fix: Replenit’s AI triggers proactive reminders across channels exactly when customers are likely to run out, via the brand's own marketing automation vendors, without any migration. 𝗣𝗼𝗼𝗿 𝗧𝗶𝗺𝗶𝗻𝗴 𝗼𝗿 𝗖𝗵𝗮𝗻𝗻𝗲𝗹 ✅ Fix: Multichannel orchestration (SMS, push, email) with personalized timing based on consumption behavior. 𝗡𝗼 𝗖𝗹𝗲𝗮𝗿 𝗜𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗲 ✅ Fix: Smart upsell bundles, urgency messages (“running low?”), and loyalty integration improve reorder ROI.   • Food & Beverage, pet food and treats, wellness & beauty products hold the highest repeat purchase potential, being very high due to frequent, perishable-driven consumption patterns. • Online groceries and FMCG rank high in habitual/impulsive behavior, presenting a strong fit for mobile push and SMS-driven replenishment campaigns. Brands like Glosel turned a leaky bucket into a revenue engine with Replenit’s AI-powered multichannel replenishment flows. 🚀 53.75% more automation revenue 🛒 +28% higher AOV 📲 100% of the Multichannel approach, email, SMS & Push channel revenue -12X Higher Engagement Rate Why does it work? Because Replenit activates timely, no-effort reorders across email, SMS, push, and more. Most brands forget to remind customers. ++ 𝟯 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀 ++ 1️⃣ Make Replenishment an Always-On Growth Engine Don’t treat it as a postscript. Integrate replenishment flows as a core revenue pillar in your retention strategy. 2️⃣ Automate Across Channels With Smart Triggers Use AI-powered solutions to trigger SMS, email, and push notifications based on usage cycles, not guesswork. 3️⃣ Track and Optimize With First-Party Data Loops Leverage Replenit’s dashboards to identify top retention products, run experiments on timing, and iterate continuously. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟮𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. About ecommert We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. #CPG #ecommerce #Replenishment #AI #FMCG

SEO - dead. Paid Marketing - dead. Engineering - dead too. (kidding!) But you know what’s never dead? Churn. Churn eats at your business, stalling your growth. Here are my 10 go-to churn reduction tactics I apply at every business. 1. Drive paid feature utilization. If users aren’t using what they paid for, they won’t stick around. 2. Don’t wait till churn happens: -> Get activation right. This means nailing setup, hitting the “aha!” moment quickly, and building habit loops. -> Ensure healthy ongoing engagement from paid users (your paid WAU). Monitor usage, depth, and frequency - not just logins. 3. Make reactivating auto-renew one click. Across every surface - app, web, email, everywhere. This is such an easy win - 10% of your cancels should be resubscribing before subscription end! 4. Be aggressive with payment failure comms. Prompt them to update their payment method via both email and in-product notifications. In product is a key word here, especially if they are still active. 5. When users cancel auto-renew, show them what they’ve used and what they’ll lose. Make the cost of leaving clear. Canva does this best. 6. Score users for churn risk. Offer discounts or even comped time for “high-risk” - this can save as much as 5% of your churn. 7. Offer a pause option. Especially helpful if you serve users with occasional or seasonal needs. 8. Make your pricing and packaging flexible. Let users move down the tiers during cancellation flow without friction - don’t lock them in. 9. Move your tenured monthly customers to annual subscriptions. After first-term churn, lead with something like: “Get your next X months free by switching to annual.” A good target is to move about 20% of your remaining monthly subscribers to annual by the end of their first year. 10. Human touch for high-value accounts: If you're B2B or high ARPU B2C, personal outreach from support or success teams can go a long way. This + My most tried and true churn benchmarks in my latest newsletter: https://lnkd.in/e3_aEWzZ This week's newsletter is sponsored by Churnkey - they help you reduce your involuntary churn. Do give them a try! #growth

𝗪𝗲𝗹𝗹𝗻𝗲𝘀𝘀 𝗜𝘀 𝗮 𝗛𝗮𝗯𝗶𝘁. 𝗬𝗼𝘂𝗿 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗦𝗵𝗼𝘂𝗹𝗱 𝗕𝗲 𝗧𝗼𝗼. If customers love your product but still cancel, the problem isn’t the product—it’s the experience. The best wellness brands don’t just sell products. They guide behaviours, reinforce habits, and remove friction. But too often, small moments of friction— a failed payment, a forgotten renewal, a skipped order— quietly push customers away before they even realize it. That’s why I put this table together. 7 high-impact automations that keep subscribers engaged, reduce churn, and make retention effortless. Each one removes a key retention blocker before it turns into lost revenue. 1️⃣ 𝗣𝗮𝘆𝗺𝗲𝗻𝘁 𝗙𝗮𝗶𝗹𝘂𝗿𝗲𝘀 → 𝗜𝗻𝘀𝘁𝗮𝗻𝘁 𝗥𝗲𝗰𝗼𝘃𝗲𝗿𝘆 ↳ Trigger: Payment fails (Recharge) ↳ Action: SMS + Email with urgency & FOMO ↳ Apps: SMSBump, Klaviyo → Catch failed payments before they cancel 2️⃣ 𝗨𝗽𝗰𝗼𝗺𝗶𝗻𝗴 𝗥𝗲𝗻𝗲𝘄𝗮𝗹𝘀 → 𝗕𝗲𝗻𝗲𝗳𝗶𝘁 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁 ↳ Trigger: Renewal approaching (Recharge) ↳ Action: Email & SMS reinforcing product value ↳ Apps: Klaviyo, PostPilot → Remind customers why they subscribed 3️⃣ 𝗟𝗼𝘄 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 → 𝗥𝗲-𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗙𝗹𝗼𝘄 ↳ Trigger: Skipped orders, no logins, inactivity (CustomerHub) ↳ Action: ‘Reignite Your Routine’ email series ↳ Apps: Klaviyo → Help them stay on track before they forget 4️⃣ 𝗖𝗮𝗻𝗰𝗲𝗹𝗹𝗮𝘁𝗶𝗼𝗻 𝗔𝘁𝘁𝗲𝗺𝗽𝘁𝘀 → 𝗦𝗮𝘃𝗲 𝘁𝗵𝗲 𝗦𝗮𝗹𝗲 ↳ Trigger: Customer clicks “Cancel” (Recharge) ↳ Action: “Pause instead of cancel” + Exclusive offer ↳ Apps: Klaviyo, RetentionEngine → Give them a reason to stay 5️⃣ 𝗙𝗶𝗿𝘀𝘁 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗢𝗿𝗱𝗲𝗿 → 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 & 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 ↳ Trigger: First order shipped (Recharge) ↳ Action: Educational onboarding sequence ↳ Apps: Klaviyo, Postscript → Guide them to get the best results 6️⃣ 𝗠𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲-𝗕𝗮𝘀𝗲𝗱 𝗥𝗲𝘄𝗮𝗿𝗱𝘀 → 𝗞𝗲𝗲𝗽 𝗧𝗵𝗲𝗺 𝗛𝗼𝗼𝗸𝗲𝗱 ↳ Trigger: 3rd, 6th, or 12th order milestone (LoyaltyLion) ↳ Action: Reward with a discount, gift, or VIP perks ↳ Apps: Smile.io, Klaviyo → Keep them engaged before they churn 7️⃣ 𝗛𝗶𝗴𝗵 𝗟𝗧𝗩 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 → ‘𝗦𝘂𝗿𝗽𝗿𝗶𝘀𝗲 & 𝗗𝗲𝗹𝗶𝗴𝗵𝘁’ ↳ Trigger: Customer hits LTV threshold (Klaviyo) ↳ Action: Personalized gift or early access invite ↳ Apps: PostPilot, LoyaltyLion → Turn subscribers into superfans Subscriptions Should Feel Effortless. Your product builds habits. Your subscription model should too. Set up these workflows once, and let them do the work forever. If you need help with putting any of them together, reach out to me in DM 📥

Subscription commerce failed in India for a decade. Now it's working. Why? I remember 2016. Every other pitch deck had "subscription box" on it. Fab Bag, beauty boxes, meal kits - everyone wanted to build India’s Dollar Shave Club. By 2020, most were gone. My Ayurveda brand tried too, even with 6–9 month purchase cycles, it didn’t work. Cut to today, a very different picture.I recently spoke to 3 founders running subscription businesses. All launched post-2022. All profitable. One doing ₹50-1000 Cr+ ARR with 65% retention at month 6. That got my attention. So I spent the last few days digging into why it's suddenly working. Why did FAB BAG, Doctalk, Doodhwala, Otipy fail but today's winners are killing it? The answer came down to two words: UPI AutoPay. The successes: → Kuku FM: >12 M+ paying subscribers for regional audio-video content (our first investment at @V3 Ventures India) → Country Delight: Daily milk delivery via subscription, does ₹600+ Cr in revenue → Wholsum Foods (Slurrp Farm and Mille): Kids nutrition products on weekly/bi-weekly subscription. Parents don't want surprises, they want the same healthy millet cookies delivered automatically. Aisha is a big customer → Licious: Meat subscription component growing fast. You pick your cuts, they deliver weekly What changed? 1. UPI solved the payment problem: 131 billion UPI transactions in 2023. Auto-debit on UPI is now seamless. It had a lot of friction in the past. This has led to what one founder told me: "COD customers churn at 40%. UPI auto-debit customers churn at 12%. Payment method is the business model." 2. Q-Com also proved daily delivery is possible: When Zepto can deliver groceries in 10 minutes, milk every morning doesn’t sound crazy anymore. Cold chain, reliability, last-mile ops - all the boring things finally clicked. 3. Model Shift: Replenishment > Discovery, Subscription in India isn't about trying new things. It's about auto-delivering stuff you already buy by removing friction & making customers loyal. Indians now buy the same atta, same milk brand, same baby food every week. Subscriptions just automate what we'd do anyway - with a small discount as incentive. So, what works is obvious now Category: Consumables (milk, eggs, baby food, meat)  Frequency: Weekly/bi-weekly (monthly too long)  Discount: 5-15% ( like Country Delight’s early-bird plans)  Flexibility: Easy skip/cancel (trust builder)  Payment: UPI auto-debit (not COD) After a decade of failed experiments, subscription commerce has finally found its moment in India and it looks nothing like the US playbook. The brands that understand this will build annuity businesses in categories everyone else is fighting for one transaction at a time. The question: there’s been talk of consumers forgetting their upi auto pay subscriptions. Will this be regulated/some friction be added?

Curious 🧐 but not ready to buy an #electricvehicle … what if you could SUBSCRIBE to one? Like Netflix, but for #ev So often when we think of #innovation we believe we have to control the product to innovate. But there is so much opportunity to innovate in service and business model I recently subscribed to AGL’s Electric Vehicle Subscription, driving away in a brand new Tesla Model 3 Here are the barriers this innovative model solved for me: 💰 Pre-tax income: taking advantage of government benefits with a novated subscription - without the uncertainty of resale value - was a win/win 🗺️ Range anxiety: the ability to give back the car meant I could test whether the range on an EV would suit my lifestyle 🏎️ Swapping out EVs: after 6 months, I had the option to swap my Tesla for another EV. As a recovering petrol-head (what is the new term for this with electric cars??) this was particularly fun 🤩 With an #innovationmindset that focuses on services and business models, rather than just products, Australia has the ability to be a world leader in the electric vehicle space Would you subscribe to a Netflix for EVs? ⚡️ #linkedinnews Brendan Wong LinkedIn News

🔄 Why Consumers Are Embracing Recurring Payments Subscriptions have moved from niche to mainstream, transforming industries from streaming services to groceries. Consumers are increasingly choosing recurring payments over one-time purchases, and for good reasons: Why Consumers Love Subscriptions 1️⃣ Convenience: Predictable, automated payments simplify their lives. 2️⃣ Value: Bundled services and tailored offerings make them feel they’re getting more for less. 3️⃣ Flexibility: Subscriptions adapt to their changing needs, with easy upgrade or downgrade options. Take streaming platforms as an example. Adoption continues to soar despite the average subscription fee rising from €10 to €17 in recent years. Why? Consumers perceive added value, larger content libraries, innovative features, and new formats keep them engaged. And it’s not just entertainment. Industries like fashion, groceries, and fitness are capitalizing on subscriptions to: • Build long-term loyalty. • Offer personalized experiences. • Ensure stable revenue streams. 💡 Why Businesses Thrive with Subscriptions For companies, subscription models offer: • Stronger Retention: Consistent engagement fosters loyalty. • Upsell Opportunities: Premium tiers and value-added services open new revenue streams. • Predictable Revenue: Providing a stable foundation for sustainable growth. 🚀 My Take Subscriptions are thriving because they go beyond payments; they’re about relationships. Businesses that focus on delivering consistent value and customer-centric innovation create trust, loyalty, and longevity. 💬 What’s Your Opinion? Are subscriptions the future of commerce, or is there a limit to their growth? Let’s discuss! #SubscriptionEconomy #RecurringPayments #CustomerExperience #DigitalInnovation #Loyalty

Decathlon literally launched the Spotify of Football for clubs... 🤯 The French sports giant launched the world's first Football-as-a-Service subscription "Play Unlimited". ... and I love everything about it. Clubs pay €1 / month / ball instead of buying them. ⚽️ How it works? 1. Clubs subscribe for the number of balls they need. 2. Decathlon delivers them, maintains them, and replaces worn ones automatically. 3. When balls reach end ofl ife, Decathlon collects them for refurbishment or recycling. 🤔 "Why it's brilliant?", I hear you think. RECURRING REVENUE 💰 Instead of selling a ball 1x for maybe €20, they earn €12 per year while keeping customer relationships active. They also collect usage data & reduce waste by extending product lifecycles through professional refurbishment. ACCESS > OWNERSHIP 🔓 Clubs don't actually want to own footballs, they just want (access to) good equipment without extra hassle. Decathlon provides the OUTCOME (guaranteed playtime) rather than just the PRODUCT (balls). It's basically the Spotify model for sports equipment... similar to how people don't necessarily want to own music, they just want access to the songs. CIRCULAR ECONOMY ♻️ All of this is built with a circular angle that turns waste into revenue through refurbishment & recycling. Each year, there's 27,000 tons of football waste so any initiative is welcome at this point. 🚀 This is not the first smart move of Decathlon . While lots of retailers talk about innovation, they've been building the future of retail for the past 7 years. 🚴 2018: Launch of Kid's Bike subscriptions => families could pay €3-8 monthly & Decathlon automatically swaps it, handles repairs + insurance against theft or damage. 👩🔧 2020: Take back & second life program => Bring your gear to any store, they buy it back, refurbish it, and sell it to someone else at a discount price with full warranty. ⛷ 2021: customers can pay a monthly fee (between €25-95) to borrow ANY sports equipment. Over 60,000 users across 5 countries generate €20.6 million in rental sales for Decathlon already. ⛺️ 2023: tent rental service => instead of buying a tent for one time use, Decathlon piloted a rental service. Today, you can rent almost anything from Decathlon, as they shifted from "design, manufacture, market, sell" to "design, manufacture, market, subscribe/rent, sustain". They're proof of how companies can grow revenue while reducing environmental impact! ➡️ The businesses winning tomorrow won't be the ones selling the most products. They'll be the ones delivering the most value per product, over and over again. "Disrupt yourself before someone else will."

"Can my company sell its product or service as a subscription?" This is the question that I’m most often asked by early stage founders. I wrote previously here on LinkedIn about how important it was for WHOOP to change from a hardware / one-time sale to a subscription. Here are some things to consider: 1) Do your existing customers use your product or service regularly? It’s generally hard to justify a subscription for a low engagement product. Furthermore your business will suffer if you create a business model that has high churn. You need to be intellectually honest with yourself: Are my customers getting high value on a daily or at most weekly basis? This will show up in DAU and WAU engagement data that you need to study. 2) Do you have a product that evolves?  It’s pretty hard to sell a subscription that is static. What is the roadmap for your product or service over the next 6 months? Will it continue to evolve every week? Will your customers tell you that the service is getting better? Services like Netflix, and Spotify are constantly adding new content. Subscriptions like ClassPass, Audible, and AG1 are giving you monthly products or credits. At Whoop, we’ve focused on continuing to add new functionality to the existing hardware that members already use. 3) Can your business survive the cash flow implications of being a subscription? When you go from being a one-time sale to being a subscription, there is a meaningful shift in your day 1 cash flow. At Whoop, we originally sold hardware for $500; we then changed our business model to allow for people to sign up for just $30 but pay monthly overtime as a subscription. This allowed many more people to sign up for Whoop, but it changed our cash flows. You will need to model how dramatically this change affects your business. Beware: If you have an expensive product to make, rapid growth can actually accelerate the rate at which you run out of money. 4) What subscription is right for your business? A subscription that is month to month has a higher churn rate than a subscription that renews annually. You may have a monthly subscription that’s $20 / month (or $240 over the course of the next 12 months) and decide that you should offer an annual plan at a meaningful discount, say $149 / year. The advantage to having annual plans is that they help manage your cash flows. Changing your business model to a subscription is not easy and has meaningful cash implications. But if you can do it, there’s no better way to create true alignment with your customers. If they like what you’re delivering, they’ll keep paying, which increases your long term value. And if they don’t, they’ll churn. Good luck! #subscription #retention #LTV #CAC #startups

Don’t make your subscribers fight to leave. If you have to hide the cancel button to keep them, you’ve already lost. Here’s why trust, not friction, builds retention that lasts. Subscription models work best when they're built on what I call a ”Forever Promise.” But too often, companies take the opposite approach: → $1 first shipments that convert into $200 second charges unless the customer returns everything in time → “Online sign-up, phone-only cancellation” with limited hours → Fine print that hides multi-month commitments That’s not a Forever Promise. That’s a trap. Meanwhile, smart businesses are doing the opposite: → Adding pause buttons instead of just cancel → Offering grace periods after renewals → Tracking inactive accounts and auto-canceling unused subscriptions (like Netflix did) Even financial apps like Truebill and Trim exist because people are so often misled by the businesses they trusted. The companies that win in the long run are the ones that put the relationship first, even when it’s time to say goodbye. If you're building a subscription offering, I encourage your team to take this simple pledge: “We will never hide the cancel button.” Because short-term tricks cost long-term trust. And the businesses that earn trust? They’re the ones with loyal members and recurring value. +++++++++++ 👋 I'm Robbie, I'm a consultant, author, and speaker covering all things subscription businesses. +++++++++++ 🛎 Tap the bell under the banner on my profile to catch the next post. ++++++++++++

This visual is worth the zoom! I can’t switch off when it comes to retail. I walk around shops unable to stop myself analysing consumer behaviour, unpicking the tactics of pricing, placement and loyalty, while obsessively trying to connect the dots. I find it fascinating to see how retail brands understand the subtle yet powerful ways in which psychological principles shape consumer decisions. It’s been so interesting to see how membership pricing has spread throughout the industry, reshaping loyalty schemes. Our latest collaboration with Vypr delves into more detail on exactly this subject, exploring concepts, backed by data such as: 🔹 Self-Perception Theory: Loyalty pricing reinforces consumer identity. 59% of members feel emotionally connected to brands due to exclusive member pricing, creating committed brand advocates. 🔹 Scarcity effect: Limited-access deals significantly boost urgency—16% of non-members seriously consider joining schemes upon seeing exclusive member-only prices.  🔹 Anchoring and trust: This works by setting a reference point in consumers’ minds, helping them judge the value of membership pricing more favourably. By clearly communicating comparisons and long-term benefits, retailers can turn sceptical shoppers into loyal members who are confident they’re making the right choice. On average, 12% of members and 62% of non-members feel sceptical about membership scheme savings. 🔹 Social proof: 61% of members actively recommend their preferred loyalty schemes to family and friends, magnifying brand credibility and consumer acquisition. The deeper impact lies in how membership schemes fundamentally alter purchasing patterns: ✅ Frequency and basket size: 70% of members shop more frequently, with 63% more likely to buy impulsively. Membership creates habits translating directly into sustained higher spending. ✅ Segmented personalisation: Tailored rewards are essential. Strict budgeters respond strongly to tangible savings; affluent shoppers prioritise exclusivity and premium experiences, significantly influencing retention. Retailers who integrate behavioural psychology into their loyalty strategies is nothing new. But those that do it well, adapting to the huge number of distracts out there to cut through the noise are securing a competitive advantage. Explore these critical insights and unlock the full strategic potential of your loyalty programmes by downloading the full report: https://lnkd.in/eSrRR3R4 #LoyaltySchemes #RetailTrends #ConsumerInsights #RetailEconomics #Vypr