Every brand wants that steadfast, loyal customer. You already know the type: It’s the customer who always opens your promotional emails, routinely adds more products to their initial subscription and raves about your brand to everyone.
The challenge for businesses is turning a “subscription curious” consumer into a loyal brand champion. Subscription curious consumers want to test products, compare subscription options and quickly unsubscribe if they don’t love what they receive, according to this recent Subscription Commerce Conversion Index.
Our Chief Product Officer Lyn Tran explains winning over subscription curious consumers starts with offering more flexible subscription options. “The brands that get it are being proactive to convert and retain these consumers,” she tells PYMNTS.com during a recent interview. “They are taking action to deliver a quick and simple onboarding experience that makes it easy for customers to complete the signup within a couple of minutes.”
Tran further explains that merchants should continue to offer consumers choice and control, even after the initial sign-up. “That choice might be to level up their subscription or adjust it downward depending on the specifics of their needs. Or they could even press pause for a prescribed period.”
Read the full PYMNTS.com interview to learn how both digital-native and digital newcomer brands can offer flexible subscription options that extend customer lifetime value.