Many European shoppers now have online subscriptions to a service or a regular purchase, ConsumerX data suggests, with more than half of respondents in the UK (54%), Germany and France (both 53%) now paying for at least one subscription to a premium shopping service.
The newly published RetailX Europe Top1000 360° report looks at how subscriptions vary by market, what categories shoppers are most likely to subscribe to and why shoppers subscribe.
Asked whether it’s important that retailers offer the option of subscribing for regular deliveries, the highest overall level of interest is in France, where 41% say it is either important (29%) or very important (12%) closely followed by Benelux (40%), although only 31% of German respondents agree.
The most popular subscriptions are for free delivery, whether of clothing, groceries, drinks or something else. Shoppers in Germany are most likely to have signed up for one of these, with 86% having done so, closely followed by those in the Benelux countries (84%).
For many, the free delivery subscription also comes with fast delivery, enjoyed by most respondents with subscriptions in Germany (77%), France (73%), the Benelux countries (67%), the UK (66%) and the Nordics (52%).
Value for money is the leading reason why shoppers in the UK (50%), Germany (45%), France (33%) and the Nordics (26%) subscribe to free delivery, while Benelux shoppers are more likely to do so for discounts (31%). Convenience is also a leading reason in many markets.
Regular grocery deliveries are a relatively popular subscription option, especially in the Benelux (40%) and Nordic (24%) countries. 33% of Benelux shoppers subscribe to deliveries of drinks. Asked why they subscribe to food boxes, shoppers are most likely to name value for money in Germany (26%) and France (38%), and are most likely to name convenience in the UK (32%), the Nordics and Benelux (both 25%).
The subscription economy is the subject of an executive briefing this October. As part of RetailX Events’ Autumn Festival, SubscriptionX II is an exclusive think-tank which will explore how leading subscription businesses and challenger brands are focussing on retention as a key driver of growth, using a data-driven approach to define and refine their strategy, and creating exceptional subscriber experiences to increase customer lifetime value.
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