Scripting Success in DTC Subscriptions w/ Ben Fisher - Part 1
Aug 17, 2022
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Ben Fisher, an entrepreneur in CPG and eCommerce, discusses the growth rate drop for subscription-based companies post-pandemic, importance of repeat customers, and challenges brands face with the subscription model. Rodeo, his platform, focuses on consumer experience and personalized subscriptions for CPG brands.
Consumer behavior shifts towards subscription services due to convenience and quality products.
Brands must focus on nurturing repeat customers for sustainable growth in the evolving e-commerce landscape.
Deep dives
Evolution from One-Click Pony to CartHook and the E-Commerce Pivot
Ben Fisher, an e-commerce veteran, traces his journey from developing One-Click Pony, a one-click buy button, to cofounding CartHook with a focus on abandoned carts and one-page checkouts. The evolution of CartHook was driven by feedback from Shopify merchants seeking streamlined checkout processes and post-purchase upsell options. Fisher's experience highlighted the importance of building tools that enhance entrepreneurs' profitability within the expansive e-commerce market.
Subscription Commerce Surge and Consumer Behavior Shift
The surge in subscription commerce during 2020 and 2021, with the average American household increasing subscriptions from 2 to 5, reflects a major shift in consumer behavior. The substantial rise in monthly spend per subscription from $38 to $200 signals a growing trend towards subscription-based consumption. The lifestyle changes accelerated by the pandemic have contributed to consumers seeking convenience and quality products through subscription services, leading to a significant impact on the e-commerce industry.
Challenges and Opportunities in E-Commerce Strategy Amid Changing Dynamics
In a competitive and evolving e-commerce landscape, brands face challenges in balancing traditional customer acquisition strategies with the need for repeat purchases and loyalty. The decline in new customer additions for CPG brands underscores the importance of nurturing repeat customers and fostering brand loyalty. Brands are exploring various approaches, including subscription models and leveraging platforms like Amazon, to navigate the complexities of supply chain issues and changing consumer preferences.
Navigating Subscription Models and Brand Growth Strategies
As brands evaluate launching subscription services and capitalizing on repeat purchases, the sequence of actions becomes crucial in optimizing growth. Balancing D2C channels, wholesale avenues, and platforms like Amazon requires strategic alignment with brand objectives and consumer expectations. Advising brands on the integration of subscription services versus third-party platforms involves considering factors like operational efficiency, consumer experience, and competitive positioning in the market.
In part 1 of the 7th episode of Merchantry, we discuss about :
Ben's journey in CPG and eCommerce space through his various ventures like Rodeo, Carthook and 1-Click Pony
How 2020-2021 have been pivotal years for eCommerce and Subscription brands
Causes of growth rate drop for subscription-based companies post-pandemic
Effects of new customers vs. repeat customers on the overall growth rate and importance of repeat customers
Challenges brands face to keep up with the subscription model
Rodeo is a personalized subscription platform and playbook that helps CPG subscription brands grow.
They help brands create the best consumer experience on the market. They've been a part of the subscription space for over ten years and can see the writing on the wall - an evolution in the subscription space is imminent, and the only brands that will win in this new subscription economy are consumer-focused brands. Their platform uses on-demand subscriptions, personalized cadence, and smart messaging to bring consumers a bespoke subscription experience.
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