A promising trend in e-commerce, the ‘subscription model’ or so-called ‘recurring sales’ 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 the consumer, in turn, there is the certainty that a certain item will not be missing from their pantry, and in many cases, the advantage of the price paid, since many stores offer interesting discounts when the subscription is activated.
To make the most of the opportunities of recurring sales, it is essential that online stores offer good post-sales service, create a positive customer experience, and, of course, have products or services that meet the customer’s recurring needs.
In addition to these points, it is interesting to use the technological solutions and tools 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 in the market that facilitate 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 near.
When combined with appropriate communication strategies, these solutions can provide an increase in sales volume for the online store, which further contributes to the predictability of monthly revenue. Moreover, if combined with other actions, it can help to raise the average order value of the digital operation. It may be worth evaluating and implementing in your business. Think about it!
