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FROM SUBSCRIPTION TO PRESCRIPTION
KANTAR RETAIL OMNISHOPPER FORUMMarch, 2016
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Subscriptions Today
Subscription-Changing Technologies
Subscriptions Tomorrow
AGENDA
SUBSCRIPTIONS TODAY
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How many subscription categories exist?
POP QUIZ!
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POP QUIZ!Women
Men
Beauty
Fitness
Drinks
Kids
Babies
Moms
Food
ArtisanPets
Craft
Eco
Adult
Source: MySubscriptionAddiction
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What is the most expensive subscription service?
POP QUIZ!
7Source: MySubscriptionAddiction
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Which subscriptions are most popular, and why?
POP QUIZ!
9Source: MySubscriptionAddiction
WHY SUBSCRIPTIONS?
10Necessity
Indulgence
Value exchange
Convenience
Confidence
Customization
Connectivity
Savings Experience
• Subscription merchants experienced heavy shopping on Cyber Monday with same-store sales increasing by 83 percent on Cyber Monday 2015 compared to the previous year.
• Looking at the entire four-day period starting with Black Friday and ending on Cyber Monday 2015, same-store sales grew 70 percent from the previous year.
Source: Recurly
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WHO DOES IT WELL?
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WHO DOES IT WELL?
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WHO DOES IT WELL?
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WHERE’S THE GROWTH?
SUBSCRIPTION-CHANGING TECHNOLOGIES
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NEW USES OF DATA!
New Context• Personality• Current Emotion• Physical state /
health• Recently New
Habits / Behaviors
Emerging Channels – In-Home• In-home devices / IoT: Echo/Dash/New
Sensors (Light, Temperature, Chemicals, Movement)
• Delivery / retail commerce• Subscriptions / Auto-replenishment• Top Home Web Properties (Search /
Weather / Entertainment / Utilities)
Maturing Digital Shopper Channels• Email• Social placements and platforms• Influencer campaigns• Display• Paid search• Promotional microsites and brand
pages• Third-party deal and coupon sites• Retail media networks
Emerging Channels – In-Store• IR / smart cameras• Kiosk• Smart shelves• Self check-out / smart POS• Click-and-collect• In-store Mode
Emerging Channels – On-the-Go• Shopping List • Application In-store mode• M-wallet / M-payments• M-loyalty• Scanning / Identity Recognition• Micro-Geolocation• Product/Category Mobile Search• App Category Navigation• Wearables
Emerging Shopper Segments
• Hyper-Local• Shoppertainment• Ultra Cost-
Conscious• In-store/Pickup
Hybrid• Gen Z
Traditional Segments• Shopper Category• Lifestyle• Lifestage• Occupation• Affinity
SUBSCRIPTIONS TOMORROW
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• Increasingly viable option for brands and CRM programs• Agencies are waking up to the model as trial and relationship driver• Infrastructure services, DIY templates and vendor support make it easier
than ever. • Mobile-specific programs become the norm. • From sample sizes to larger items• More local items and services• “Surprise” shipments give way to multiple subscription choices • Beyond the Box: premium content and community• Premium boxes as brand extensions
SUBSCRIPTIONS IN 2016
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INTELLIGENT
+
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DYNAMIC
+
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COMMUNAL
+
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MULTI-LEVEL
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THANK YOU!
Q&A