Subscription retailers can learn valuable lessons from other sectors such as banking, cherrypicking the best parts of their strategy, according to Marie Goddard, director customer experience and loyalty marketing at the Financial Times, in the latest episode of the SubscriptionX podcast. “In banking there are so many parallels,” she says. “How do you meet the new demands of new audiences but also the demands of your legacy customers?”
“We are finding that people don’t necessarily want a digital subscription so we need to create the right propositions,” she says. This can often be a combination of both digital and physical.
Goddard appears on the latest edition of the SubscriptionX podcast, Financial Times – Subscriptions? Membership? Community? in conversation with podcast hosts Katie Searles and Shane Mc Hugh, enterprise account executive at Chargebee.
Mc Hugh says plans must be tailored to the needs of these different customers. “Enabling flexible payment strategies to be able to cater to different segments within your customer base is how you grow and retain that subscriber base.”
The conversation, which also covered whether subscriptions should be rebranded to membershipwas recorded at The RetailX Spring Festival 2025.
SubscriptionX podcast series
Produced in association with Chargebee, the second series of the SubscriptionX podcast considers how retailers are adopting and transforming the subscription business model, from the technology they use to the collaborative approaches that they adopt.
Previous episodes are available to listen to here.
