Are subscription models the best pricing strategy for DTC brands?

Kelley Thornton, founder and CEO of Tiege Hanley, explores the benefits and challenges of subscription models for D2C brands. He emphasizes the importance of flexibility in modern subscriptions, detailing how his company manages customer needs to prevent accumulation of excess products. Kelley shares insights on how to make subscription management painless for customers, enhancing their overall experience and satisfaction.

Show Notes

  • 00:30
    Discussing the effectiveness of subscription models for DTC brands.
    Exploring whether subscription models are still a viable pricing strategy for DTC brands in the current market landscape.

Quotes

  • "If you consider yourself a modern day subscription, which we do, it's very good for the customer. Why is it good for the customer? It's reliable, it's delivered to them when they need it, when they want it." - Kelly Thornton

  • "That is the core of being a good subscription company is putting yourself in the shoes of the customer and thinking about every single step that they take and how can you make it easier for them." - Kelly Thornton

  • "Figuring out ways to make it as absolutely painless as possible for a customer to manage their subscription is the name of the game." - Kelly Thornton

Episode Chapters

  • 01:34: Trend or Trash -- D2C subscription modelsnnIf done correctly, subscription models benefit both consumers and brands by offering reliability, flexibility, and cost-effectiveness.nnn03:24: Game Plan -- Addressing subscription volume managementnnEffectively managing subscription volume involves making it easy for customers to adjust their subscriptions to avoid receiving too much product, thus enhancing customer satisfaction.nnn04:44: Trend or Trash -- Flexible subscription notificationsnnNotifying customers before shipping allows them to confirm, pause, or cancel, making the subscription experience more customer-friendly and reducing unwanted shipments.

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