Subscriptions and memberships provide price and convenience for shoppers, and retailers benefit because those customers are likely to turn to those businesses when they need or want to buy something.
The poster child for this phenomenon — shepherding customers into an ecosystem — is Amazon, and the e-retailer’s Prime members are just that — primed for subscriptions (even beyond Amazon). They’re three times more likely to subscribe to stores or services; half do and 24% are considering it, while just 16% of non-Prime members subscribe anywhere and just 17% are considering it, AlixPartners found.
