Author Archive: Marilyn Latham

Subscription Commerce Trends for 2018

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subscription trends

Subscription commerce is ever evolving. A few years ago, who would have expected Porsche to launch a subscription service? Or that monthly boxes of beauty samples or shaving supplies and OTT services would propel the subscription model to new heights? And how will these trends shape the subscription space going forward—and drive growth and innovation?

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OTT Breaks Records and Looks to the Future

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OTT VSOD SVOD

With the airing of the season seven finale of Game of Thrones a few weeks ago, HBO saw record-breaking viewership numbers. Having already become the most-watched show ever in the history of broadcasting, the Game of Thrones finale saw 12.1 million people tune in for the live broadcast in the U.S. and just under 4.5 million viewing it via streaming services. All 16.6 million were likely on the edge of their seat throughout.

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Subscriber Acquisition: Best Practices and Key Metrics

Subscriber acquisition is both an art and a science—and it can be a complex undertaking. A business needs to know who its best customers are likely to be, have a thorough understanding of what it is they want and what the business can provide (their pain points and how best to solve them), and how much customers are willing to pay.

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Convenience and Mobile Commerce Expected to Drive Holiday Sales This Season

A new report by eMarketer predicts that e-commerce sales may jump by over 16% this year. The report credits growth in mobile sales along with intensifying competition between large retailers and marketplaces for the increase. Mobile commerce, particularly via smartphones, has been a powerful force all year, with eMarketer predicting that mobile commerce will have risen by 58% by year’s end, compared to 2016.

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Subscriber Acquisition: Best Practices and Key Metrics

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e-book

Subscriber acquisition is both an art and a science—and it can be a complex undertaking. A business needs to know who its best customers are likely to be, have a thorough understanding of what it is they want and what the business can provide (their pain points and how best to solve them), and how much customers are willing to pay.

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Curation and Consumables: Two Keys to Growth in the Subscription Box Market

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subscription boxes

For consumers, one of the most popular subscription type is the subscription box—that curated collection of goodies that subscribers receive on a regular basis (often monthly, but not always) which the box purveyor hopes will delight and surprise its recipient. Beauty boxes such as Birchbox were an early success story, along with BarkBox for dog owners, and Loot Crate which provides “epic collectibles” and seeks to “unite and inspire the world through the shared celebration of fandom.”

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Amazon Goes Back to School and Reduces Customer Friction

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frictionless commerce

“Learning is a treasure that will follow its owner everywhere.”  -- Chinese Proverb

In many parts of world, the month of August means the end of the school break. Students go back to school, parents’ lives become calmer, and businesses start to ramp up their various activities as employees return from their vacations. The holiday season and its bonanza of shopping and other activities is only few short months away, so it’s time to get busy.

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Starbucks & Amazon Streamline Checkout and So Can You

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Best Practices subscription trends

Businesses are always looking for ways to make it easier for customers to interact and make purchases. Starbucks launched a mobile ordering system nationwide in 2015, letting customers avoid the long lines at the store by using the Starbucks app to place their order which is then waiting for them when they come into the store. Tesco, a UK grocery store chain, recently debuted their “Scan As You Shop” system where customers use a handset to scan their own items and then put them directly into their bags in their shopping cart.

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On Beer, Germany, and the Importance of Customer Retention

Recently, we wrote a blog that involved a London pub’s innovation in beer drinking that enabled a friction-free experience for its customers during the busy holiday season. The goal of course of frictionless commerce is to make it easier for your customers to shop, pay, and receive their purchases, and in return, you’ll gain more customers and sell more of whatever it is you offer, from beer to business services.

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Marketing to the “Mom” Demographic

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subscription trends

In marketing and advertising, “key demographics” are the linchpin around which campaigns are formulated. The demographic informs marketers’ efforts to create highly tailored messages that will convert the most number of new customers and gain the highest amount of revenue from them. These target demographics of course vary by product and industry, and their interests and relative amounts of spending power, perhaps even somewhat determine, what is ultimately produced and sold.

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