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//Wednesday d. 24.11.21

Customer Winback – How to win back lost customers

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Even though you got your customer retention on point, sooner or later, some members will start to churn.

There are several reasons for leaving a subscription and it’s your job to know why your subscriber chose to leave your service – and you need to store this information at an individual customer level. A way to keep this organized is dividing churning customers into five groups:

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//Wednesday d. 24.11.21

Black Friday is not the road to increased loyalty. Consider a paid loyalty program!

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SUBSCRIPTION POV #17

By Morten Suhr Hansen

At the time of writing this, we are going into the “Black Week”. The week culminates on Friday with the biggest discount day of the year, Black Friday. Here, retail companies across the globe will throw themselves into a wild battle for customers and cash and throw large discounts on anything that the heart may want and money can buy.

Continue reading Black Friday is not the road to increased loyalty. Consider a paid loyalty program!

//Wednesday d. 10.11.21

Is your subscription business due for a service inspection?

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SUBSCRIPTION POV #16

By Morten Suhr Hansen

In these years, there is a huge focus on the innovation of new subscription models. Almost weekly, we see new and exciting subscription concepts go to market – both from start-ups and from established corporations. This is an exciting development!

However, establishing or running a subscription business is not the same as having success as a guarantee. The competition for subscription customers’ favor is getting fierce, as more and more subscriptions come to market. My prediction is that, in the future, we will see that the business focus will shift from how to develop new subscription concepts, to how to run a subscription business most successfully – in other words, from ‘Subscription Innovation’ to ‘Subscription Excellence’.

Continue reading Is your subscription business due for a service inspection?

//Wednesday d. 27.10.21

A hysterical focus on customers and a brand-new business model made Salesforce one of the world’s biggest software companies

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SUBSCRIPTION POV #15

By Morten Suhr Hansen 

We subscription geeks often talk about the most successful subscription businesses and about who is responsible for putting the subscription movement in motion. Netflix is often mentioned as a candidate, both as a pioneer and as the most successful. Other candidates are Spotify and Amazon.

(Read the story about how Netflix even became a subscription business here)

Continue reading A hysterical focus on customers and a brand-new business model made Salesforce one of the world’s biggest software companies

//Friday d. 22.10.21

Customer Retention – The core of a healthy subscription business

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This customer retention guide introduces you to one of the most important issues for a subscription business: How to retain subscribers once you have sold the initial subscription. Subscription businesses that manage to retain their subscribers by engaging them with their product and by building loyalty are by far the most successful.

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//Wednesday d. 13.10.21

The Scandinavian Subscription Survey: New numbers and trends

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SCANDINAVIAN SUBSCRIPTION SURVEY

At Subscrybe, we gladly follow the development of the subscription economy – both on a global and national level. We often use international analyses, reports and benchmarks to uncover, what is trending, which new consumer trends to be aware of and what it means to subscription businesses.

Until now, there have been very few data and analyses of the subscription economy in Scandinavia. We’ve had a wish of changing this for a long time. This is why we created a survey in Denmark and Norway, in collaboration with Norstat.

Continue reading The Scandinavian Subscription Survey: New numbers and trends

//Monday d. 6.09.21

Learn from some of the most successful subscription businesses

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Subscription poV #12

By Morten Suhr Hansen

These days, I am putting the finishing touches on a whole new book, coming in September. ’The Subscription Movement and How to Succeed In It’ is the title of the book that follows ‘How to build a subscription business’ that was published first in 2014 and in a second edition in 2019.

So why am I writing a new book about the huge subscription movement that is taking over countries and industries? Because the development is happening so fast! And we are starting to feel that there are almost no companies alive right now, who aren’t thinking about how to strengthen the relationship with their customers and build certain, recurring revenue streams. What lies behind this development, I attempt to uncover in my new book.

Continue reading Learn from some of the most successful subscription businesses

//Tuesday d. 24.08.21

What will your company subscribe to in the future?

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SUBSCRIPTION POV #3

By Morten Suhr Hansen

An exciting and interesting trend has hit our office here at Subscrybe with growing strength. More and more companies getting in touch with us, are B2B-companies, interested in offering their products and services in some form of subscription.

It hasn’t always been like this! The great subscription movement from the 2010s was centered around large, consumer-focused areas, with media and entertainment as the leading industries. Since then, a long line of retailers jumped on the wagon and today, companies like Netflix, Spotify and Amazon (with Amazon Prime) are mentioned as the brightest stars in the subscription sky. But perhaps that picture will look completely different 5 or 10 years from now.

Continue reading What will your company subscribe to in the future?

//Thursday d. 19.08.21

Apple is showing the way with Apple One: More subscription packages will follow

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SUBSCRIPTION POV #5

By Morten Suhr Hansen

On September 7th of 2020, Apple launched a series of different product novelties, and yet again, it was the tech giant’s move to the subscription field that pulled the most headlines. Over recent years, Apple has increased its focus on creating successful subscription services as a supplement to the company’s strong position on physical products.

All the way back in 2015, Apple Music launched as a competitor to Spotify. In June 2019, Apple announced that the music streaming service had reached 60 million subscribers (a number that has now grown to 75 million, according to independent sources). The same year, 2019, Apple also launched a series of new subscription services like the streaming service Apple TV+, the gaming service Apple Arcade and the news service Apple News+.

This year, Apple One launched, as the newest sprout from Apples subscription services.

Continue reading Apple is showing the way with Apple One: More subscription packages will follow

//Friday d. 6.08.21

The subscription economy is rolling. Except in the furniture industry

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SUBSCRIPTION POV #9

By Morten Suhr Hansen

The Danes wish to subscribe more. That is evident in our Scandinavian Subscription Survey, completed in december 2020. Danish households have, on average, 17 subscriptions on everything from streaming subscriptions to mealboxes, glasses and contact lenses.

At the same time, most Danes believe that they will have even more subscriptions in the future and that correlates with the growing desire to rent products, instead of owning them. In other words, subscriptions are not reserved for fast-moving consumer products. We expect to see an increase in subscriptions on long-term consumer goods, like cars and electronics.

Det er ikke mindst de unge forbrugere, dem under 40 år, som sætter pris på den fleksibilitet, der ligger i abonnementet fremfor ejerskabet.

Especially young consumers, under 40, appreciate the flexibility that a subscription offers as opposed to ownership.

Continue reading The subscription economy is rolling. Except in the furniture industry