Promising trend in e-commerce, the ‘subscription selling’ model or so-called ‘recurrence’ is gaining more and more space in the market. In the case of online stores, investing in the sale of recurring use products can bring numerous benefits, such as predictable revenue and increased customer loyalty. For the consumer, in turn, comes the certainty that a certain item will not be missing from their pantry and, in many cases, the relative advantage of the price paid, since many stores offer interesting discounts when the subscription is made.
To make the most of the opportunities of recurrence, it is essential that online stores offer good after-sales service, create a positive experience for the customer, and, of course, have products or services that meet the customer’s recurring needs.
In addition to these points, it is interesting to make use of the solutions and technological devices that can assist in the ‘acquisition’ process of the consumer. I am talking about marketing automation tools for e-commerce, which when used intelligently and strategically benefit both retailers and their customers.
There are tools in the market that make repurchasing recurring use products viable. The solution estimates the average time for the consumption of each product purchased by the consumer based on the time interval between purchases of the same item by a series of clients, in addition to algorithms. Then, the tool sends out communications and reminders to the customer – via email, WhatsApp, SMS, or other channels, informing that the replenishment time is approaching.
Combined with suitable communication strategies, these solutions are capable of increasing the sales volume for the online store, which further contributes to the predictability of monthly revenue. Moreover, when combined with other actions, it can help increase the average ticket of the digital operation. It may be interesting to evaluate and implement in the business. Think about it!
