The advent of e-commerce has dramatically altered how consumers purchase food, with online food shopping gaining an unprecedented momentum, particularly in the prevailing conditions of the COVID-19 pandemic. Among the various purchase-patterns emerging in the current, ever-evolving landscape of online food shopping, one model that stands out is the 'Subscription Model'. This trendsetter is set to re-shape the future of online food shopping.
What is a Subscription Model?
In the context of e-commerce, a subscription model is a business strategy where a customer pays a recurring price at regular intervals for access to a product or service. It could be a monthly delivery of a customized box of groceries, or a weekly drop-off of meal-kits as per the customer's choice. Some prominent examples include Blue Apron, Hello Fresh, and Amazon Subscribe and Save.
Benefits of Subscription Models
Subscription models are increasingly embraced by businesses due to a plethora of benefits they offer.
Predictable Revenue: Businesses can anticipate income, which aids them in inventory planning and reducing waste.
Customer Retention: With scheduled repeat deliveries, the chances of customer retention increase.
Enhanced User Experience: Customers enjoy the benefit of automatized shopping which fits seamlessly into their busy lifestyles and personalizes their food choices.
Case Study: Subscription Models in Practice
Consider the case of NatureBox, an online snack retailer that has seen tremendous growth with a subscription model. With an inclination towards promoting healthier snacking, NatureBox subscribers receive a box of size selected snacks every month. The model has attracted customers who value convenience and consistency.
The Future of Online Food Shopping: Subscription Models?
As per research by McKinsey & Company, subscription boxes, a popular segment of the subscription model, has grown by over 100% each year in the last five years. Given this surge, it is likely that subscription models will continue to thrive.
For individual businesses to succeed with this model, it's essential to continuously innovate in terms of product/service offerings and modes of customer engagement. Ultimately, the success of the subscription model in the future of online food shopping lies in how companies can adapt to changing consumer preferences and deliver value consistently.
