Thinking inside the box: An empirical exploration of subscription retailing

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

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

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.

Keywords: Subscription retailing; Innovation adoption; On-line subscription; Subscription (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313412

DOI: 10.1016/j.jretconser.2020.102333

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