Promising trend in e-commerce, the ‘subscription selling’ model or the so-called ‘recurrency’ is gaining more and more space in the market. In the case of online stores, investing in selling 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 price advantage paid, since many stores offer interesting discounts when the subscription is made.
To make the most out of the opportunities of recurrency, it is essential that online stores offer good after-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 make use of technological solutions and devices that can help 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 available in 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 that the replenishment time is near.
Combined with appropriate communication strategies, these solutions are capable of increasing the volume of sales for the online store, which further enhances monthly revenue predictability. Additionally, when combined with other actions, it can help increase the average ticket of digital operations. It may be interesting to evaluate and implement in the business. Think about it!
