Great article by Hilary Milnes on Digiday. Some key takeaways:
"Direct-to-consumer brands in replenishable categories, like the razor brands Dollar Shave Club and Billie and the tampon brand Lola, use subscription models to boost business in lieu of broad distribution networks."
“A few years back, digital marketing money was flowing and the idea was, ‘Let’s build traffic and buy paid traffic through search and social.’ Teams were focused on acquisition,” said Bellaiche. “Now we see many brands moving toward retention, UX and analytics, and building those teams with employees that work on those topics only. There’s a clear rebalance. Loyalty means a healthy business. One-time customers do not.”
“Once you know your consumer, you can get past the logic of promotion. When you don’t know someone, you have to talk about price,” said Bellaiche. “If you know the consumer, you can personalize the experience and provide more than just discounts — product recommendations based on membership models, content, exclusive sales and events. These brands with cult followings could build something worth paying for, and that’s where we’ll see this shift.”
Read the full article at: https://digiday.com/marketing/dtc-brands-embracing-membership-models-improve-retention/