The benefits of offering subscription services
In a world where everyone has less time and so much choice, a simple subscription is a perfect antidote. With so many options come many decisions and sometimes what people actually want is a bit of unpredictability.
The subscription model is one that producers and customers are getting more and more comfortable with.
Exhibit A, the humble veg box!
STORYTIME: My neighbour receives a veg box weekly, in these more isolated items we have a little chat and she was telling me how she would, ‘...never have chosen to buy mini turnips but they were actually quite good”.
Not a thrilling anecdote BUT, the point -
Subscription services are easy for customers and producers alike, giving producers flexibility and customers a nice surprise without the decision overload!
For food producers, the idea that a percentage of your product has already been bought by a happy customer is more good news. Aside from regular retailers who are selling stock that doesn’t expire (except maybe something super trend-focused!), subscription services can be most useful for businesses with stock that expires…
By that I mean, food glorious food!
From veg growers and dairies to bakers and butchers, one of the biggest challenges is predicting demand and making your supply match that.
With subscription offers, whether that is a different type of artisanal chocolate dropping through your letterbox every month (but also, weekly please!) to fresh bread from local bakeries delivered at regular intervals, the key thing is that these items have a predictable demand, are paid for and are going to be eaten and enjoyed!
Benefits of a subscription service for your Squarespace website (there are a lot!)
For growers, a veg box subscription is a commitment that you can translate into your harvest planning. Planting crops in the knowledge that their bounty has already been assigned to a happy customer.
This also relates to the fact that today's consumers are overloaded with choice and don’t have a lot of free time on their hands (in a corona world perhaps the latter is a little less true, banana bread and a crossword anybody?).
Like my neighbour found with her mini turnips, often getting a little surprise is exactly what people want.
This can help serve another benefit to retailers, they can shift surplus stock in subscriptions. Had a glut of kale over the last few weeks, you bet the veg boxes will be full of it. Too many sourdough loaves, surprise, it’s sourdough o’clock for all the bakery deliveries!
Subscriptions guarantee a need, but not always a specification - Meaning retailers can pivot into them and reduce waste!
These are examples of product subscriptions, physical (delicious!) items making their way to people's homes and adding a bit of mild surprise and variety. But, the subscription model is also massively handy for services too…
For classes, it is a great way to keep people coming back. For example gym classes, art studios, life drawing lessons or gardening consults.
Here are some examples of really creative, online subscription services and how people have made them work for their business:
Tailored Book Recommendations
The Subscription: Tailored books
You have a consultation on what books you like to read, then this lovely little place will send you one book every month. It is a little bit of a surprise but you know you’re going to like it as all the books are picked on your literary preferences!
Ps. They also have a great website, go inspo for you more bold and creative types.Cheese Posties
The Subscription: Cheese Toasties
Sadly now defunct, they operated for three years on a very simple but AWESOME premise… Cheese toasties posted through your door, just sit with that awesome subscription idea for a sec.
From a business point of view, customers didn’t know WHAT type of cheese toastie kit they were going to make (I told you, people thrive on the mild surprise). The business can then respond with the best-priced items around them…. Amazing availability and prices on brie that month, then French-themed boxes will be posted out.Miller Green
The Subscription: Vegan veg box deliveries in Bristol
(YES OKAY I love local businesses, what ya gonna do about it)!
A healthy and abundant niche, these guys deliver vegan meals. Cleverly, they have split their boxes to cover families, slightly more fancy options and boxes for new parents.
How sweet, but also a great example of creating a variety of subscriptions to appeal to more people in an impactful way.
A little recap of why subscription services on Squarespace could be the answer for you and your business:
Excites customers and helps them with choice overload
Makes it easy for people to keep getting your goods - One little setup then they are IN for the long run
As a business, you can pivot with your supplies (like in the kale example) so LESS WASTE
More predictable demand means you can level your production to meet it
Can package your offerings into niches (Like Miller Green with their new parents box)
Now you know your business needs a subscription service, how do you go about setting it up?
Squarespace has awesome subscription functionality, whether you want to send out something weekly for a month or monthly for years - It has you covered.
Physical products (hello chocolate bar), as well as services offerings, can be made into subscription services for your small business. Squarespace online shops are super easy to manage and run.
Think your business needs a brand refresh and a chance to shine online with a beautiful Squarespace website & shop?
Then get in touch!
At the end of my two week web design process I gently guide you through all the features of your site. If you have an online shop then we explore it together in a recorded session, this way you can revisit any time to top up your products and fulfill all the orders that will roll in.
I recently worked with an organic producer, we had a great time and, as well as bringing my web design and branding to the table for them, I use my past retail and ecommerce experience to help them arrive at a simple veg box solution that fits them and their customers.
And please say hi if you are a niche subscription service and want to share your experiences - Knowledge is power and I want to learn as much as I can to empower more awesome small businesses to thrive.
Hope that was useful for you all you small business, growers, artists and makers that are looking to build and develop subscription services!
Ottilie Xoxo