Original Article:
Building Loyalty into Your Business Model
by Shane Pittson, Head of Marketing at Quip
https:\/\/www.yotpo.com\/direct-to-consumer-ecommerce-marketing\/chapter-4\/subscription-model\/<\/p>\n\n\n\n
\u201cShane Pittson is the Head of Marketing at quip, the\ntrailblazing electric toothbrush brand that is on track to boast more than a\nmillion customers by the end of 2018\u2026 Subscription models can be really\nimpactful for some brands and less so for others \u2014 it differs so much by\nproduct. You should start with user testing and gathering feedback\u2026 The goal\nhere is understanding people\u2019s behaviors with your product type: how often they\nreplace or replenish it, how often they jump between brands, etc\u2026 You also want\nto look at statistics and broader consumer behavior. For us at quip, it was\neasy to see the health need for our product: on average, people replace their\nbrush or brush head every nine months, but dentists say it should be every\nthree months for effectiveness\u2026 One of the key pieces of a subscription model\nis that it creates a relationship between brand and customer. For the brand, it\nallows you to create community and have a consistent touchpoint with your\ncustomers. And on the customer side of things, it allows for the convenience of\nnot having to think about an element of your routine\u2026 At times, with brands\nthat operate a subscription service, you might assume that there\u2019s a built-in\ncommunity. Because of that assumption, it can be easy for brands not to invest\nin actually building and fostering something that adds value for subscribers beyond\nthe product\u2026 If you don\u2019t provide this sort of experience for subscribers, it\nopens the door for somebody else to create a similar product and to sell it in\na different way that creates more of a connection with customers\u2026 Not every\nproduct is well-suited for subscription. Do individual research to find out how\npeople interact with your product before settling on a subscription model.\u201d<\/p>\n\n\n\n
Shane Pittson gives relevant tips and insight into the world of a subscription-based business model. Highlighting the importance of community and content creation opened my eyes to how important and impactful the business-consumer relationship can be in such business models.<\/p>\n","protected":false},"excerpt":{"rendered":"
Original Article:Building Loyalty into Your Business Model by Shane Pittson, Head of Marketing at Quiphttps:\/\/www.yotpo.com\/direct-to-consumer-ecommerce-marketing\/chapter-4\/subscription-model\/ \u201cShane Pittson is the Head of Marketing at quip, the trailblazing electric toothbrush brand that is on track to boast more than a million customers by the end of 2018\u2026 Subscription models can be really impactful for some brands and […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[163,164],"class_list":{"0":"post-1072","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-business-featured","7":"tag-businessmodel","8":"tag-quip"},"_links":{"self":[{"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/posts\/1072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/comments?post=1072"}],"version-history":[{"count":2,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/posts\/1072\/revisions"}],"predecessor-version":[{"id":1076,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/posts\/1072\/revisions\/1076"}],"wp:attachment":[{"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/media?parent=1072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/categories?post=1072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/desis.osu.edu\/seniorthesis\/index.php\/wp-json\/wp\/v2\/tags?post=1072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}