The State Of The US Consumer And Retail Subscriptions

June 22nd, 2023

Lily Varon Principal Analyst

Sucharita Kodali VP, Principal Analyst

Mary Pilecki VP, Principal Analyst

Cole Walsh Researcher

Nicole Murgia

With contributors:

Fiona Swerdlow , Taylor Hansen

Summary

A subscription-based model is an attractive option for retailers and brands to acquire and retain their customer base, grow their revenue, and optimize their digital experience. It’s a guaranteed customer and a recurring source of revenue, and it takes the guesswork out of the shopping experience for both the customer (e.g., automatic payment, purchases that simply show up on time) and the business (e.g., predictable revenue, inventory management). This report reviews Forrester’s data on the shopping behaviors and attitudes of US online adults regarding subscription services for physical products and media.

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