L-R clockwise. Leon Bailey-Green (Editor, Upper Clash), Laetitia Arfi (Global Sales & Marketing Director, APG Ecommerce Solutions), Sophie Baron (Founder, Mamamade), David Toon (Head, uOpen), Mike Donovan (Founder, Brushbox), Lucy Isherwood (Head of Operations, Birchbox), Stelios Pardalakis (Founder, Stellar Search), Claire Muir (Commercial Director, Seko Logistics).
RETAIL COMMERCE DISCUSSION, Episode 12
Managing The Complexities Of
Subscription Box Retailing
When asked about brand expansion Brushbox founder Mike Donovan is keen for the brand to stay in the oral care category. Whilst personal care subscription brands tend to branch out into other health products, Mike thinks there’s plenty of opportunity in remaining an oral care specialist “The global oral health care market is worth $40bn” he says.
Birchbox is well known for subscription but Lucy Isherwood, the brand’s Head of Operations, says one of the objectives for the company is to better align its subscription operations with its one-time purchase e-commerce business.
“We want to be onboarding them [customers] when their children are just starting solids, around 6 months, and accompanying them into toddlerhood” said Sophie Baron, founder of baby meals by subscription brand Mamamade, when asked how long they want to retain acquired customers.
David Toon, head of uOpen, describes the company as the Amazon of subscription boxes, with multiple sellers from one man bands to large operators such as Loot Crate and Birchbox available on the platform.
David, Sophie, Mike and Lucy were joined by Laetitia Arfi, Claire Muir and Stelios Pardalakis for this discussion hosted by Upper Clash editor Leon Bailey-Green.
With experience working with subscription businesses at Seko Logistics Claire, explained the fulfilment dilemma many of these types of e-commerce retailers face – whether to distribute boxes to all customers at the same time, or on the monthiversary of their first order.
Laetitia, from APG Ecommerce Solutions, talked about customs considerations when fulfilling subscription boxes to international customers.
Stelios from Stellar Search spoke of the growth in consumers searching for subscription offerings.
Scroll down for the long edit.
Offering one-time purchase – 2 minutes 6 seconds
Retention of customers and lifetime value – 2 minutes 46 seconds
Expanding the brand into new areas – 2 minutes 11 seconds
Efficient warehouse and fulfilment strategies – 1 minute 52 seconds
Customising boxes – 1 minute 21 seconds
International strategy – 2 minutes 14 seconds
Marketplace model – 1 minute 20 seconds
The Long Edit – 28 minutes 43 seconds