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Thinking inside the box: An empirical exploration of subscription retailing

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  • Bray, J.
  • De Silva Kanakaratne, M.
  • Dragouni, M.
  • Douglas, J.

Abstract

Subscription retailing is rapidly growing. However, existing understanding of this sector is limited. Through a large-scale survey of 1356 UK consumers this paper develops a typology of subscription types and provides insight into the profile of consumers most likely to engage. The motives and barriers to subscription are assessed, providing clear guidance to retailers on the optimal positioning and marketing of their offers. This is the first empirical study in Europe, increasing our knowledge of consumers profiles, motives and barriers. Our findings have clear managerial implications for subscription service providers and a robust starting point for further academic research.

Suggested Citation

  • Bray, J. & De Silva Kanakaratne, M. & Dragouni, M. & Douglas, J., 2021. "Thinking inside the box: An empirical exploration of subscription retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313412
    DOI: 10.1016/j.jretconser.2020.102333
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    References listed on IDEAS

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    Cited by:

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    2. HeeSoo Chin & Durga Prasad Marasini & DonHee Lee, 2023. "Digital transformation trends in service industries," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 11-36, March.
    3. Agatz, N.A.H. & Fleischmann, M., 2023. "Demand Management for Sustainable Supply Chain Operations," ERIM Report Series Research in Management ERS-2023-001-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Mohit Tyagi & Nomesh B. Bolia, 2024. "Optimal pricing of subscription services in the restaurant industry," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(3), pages 262-273, June.
    5. Kovacheva, Aleksandra & Nikolova, Hristina & Lamberton, Cait, 2022. "Will he buy a surprise? Gender differences in the purchase of surprise offerings," Journal of Retailing, Elsevier, vol. 98(4), pages 667-684.
    6. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachen, Sheen, 2023. "Affective commitment recipes for wine clubs: Value goes beyond the vine," Journal of Business Research, Elsevier, vol. 157(C).

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