A promising trend in e-commerce, the ‘subscription sales’ model or so-called ‘recurrence’ is gaining more and more space in the market. For online stores, investing in the sale of recurring-use products can bring numerous benefits, such as predictable revenue and increased customer loyalty. For consumers, in turn, comes the certainty that a certain item will not be missing from their pantry and, in many cases, the advantage relative to the price paid, since many stores offer interesting discounts when the subscription is made.
To make the most of recurrence opportunities, 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 needs on a recurring basis.
In addition to these points, it is interesting to use technological solutions and devices that can assist in the process of ‘winning over’ the consumer. I’m talking about marketing automation tools for e-commerce, which when used intelligently and strategically benefit both merchants and their customers.
There are tools on the market that enable the repurchase of recurring-use products. 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 customers, in addition to algorithms. Then, the tool sends notifications and reminders to the customer – via email, WhatsApp, SMS, or other channels, informing them that the time for replenishment is approaching.
Combined with appropriate communication strategies, these solutions are capable of providing an increase in sales volume for the online store, which further contributes to the predictability of monthly revenue. Moreover, when combined with other actions, it can help raise the average ticket of the digital operation. It may be interesting to evaluate and implement in your business. Think about it!
