Trends Report

Retailers Must Work Harder To Win Over The “Whales” Of Retail: US Subscription Service Customers

September 22nd, 2020

Summary

Digital retail leaders must understand the behaviors of US consumers who purchase subscription services and products if they are to win these valuable customers. We used data from Forrester’s Consumer Technographics® surveys to provide this important information. US online shoppers who currently use any type of subscription service (replenishment, curation, or membership/access) thoughtfully research companies and products before buying — more so than other shoppers do. They skew somewhat younger than the typical US online shopper. They are also fiercely loyal and thus likely to have a higher lifetime value than other customers. Subscription customers are savvy shoppers who are more likely to participate in major promotions, especially online. Although it may be harder to earn their business, US subscription shoppers are the “whales” that all US retailers should target with enticing offers and ongoing value. Schedule an inquiry to learn more.

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