Subscriptions, Subscriptions, Subscriptions
A few weeks back a ‘Subscription’ program launch by an Indian movie theatre chain PVR-Inox called ‘Passport’ caught everyone’s attention with their interesting proposition. Forbes headline read ‘India Gets First Movie Theatre Subscription Plan’. Check the news release here at: https://www.forbes.com/sites/swetakaushal/2023/10/17/indian-cinema-chain-launches-movie-theatre-subscription-plan-pvr-inox-passport/
This update was yet another ‘I-told-you-so’ moment for me and an ex-colleague (and a good friend) of mine, from the consulting world. Together, we had really pushed the ‘subscriptions’ idea to multiple clients in the 2015-2017 period and believe it or not, none of them felt strongly about it. We were always contested with an assessment that ‘why would any consumer want anything at pre-determined frequencies?’ Fast-forward a few years and we see ‘Subscriptions’ everywhere – adopted by organizations across Industries… No one contests the ‘Why Subscriptions’ proposition anymore…
My friend and I rue the missed chances about patenting the idea or at least coming out with an impact paper or a forward-looking book, going public with our idea then. We could at least have become famous, if not rich. Alas, that time and opportunity has now passed… This Outside In post is mostly about nostalgia… listing out a variety of Subscription programs that we have see over the years. And, somehow helps us feel-good about a concept evolution that we genuinely believed in…
Subscription Idea Pushes 2015-2017
Without really naming names, let me start out of this post highlight some of the Organizations where we saw a natural fitment for a Subscription Model:
Healthcare/FMCG Player with Maternity and Infant Care Products
Airport Services Provider
Food & Restaurants Operator
Mall Operator
Leading Ayurvedic Products Player
Emerging Health Drinks Player
Growing Salon Chain
New QSR Player
Now that nostalgia and feel-good is over… Let’s just check out a few interesting Subscription Programs that I have come across these few years… Somehow I tend to be over-alert about these launches and gauging their merits and de-merits instinctively… And now, I can probably ‘un-save’ a lot of my bookmarks and links on Subscriptions… They are everywhere… Let’s look at them, Outside In…
Subscription Programs That Caught My Eye
Disclaimer: When I say ‘caught my eye’… I mean the concept and the ‘behavior’ intent behind it… Not necessarily the commercials behind it. I would not know whether these Programs make money or not…
1) Taco Bell – Taco Lover’s Pass
Program Details: https://www.tacobell.com/promotions/taco-lovers-pass
2) Nike Adventure Club (which has been discontinued now)
Program Details: https://researchci.com/nike-adventure-club-the-end-or-just-the-beginning-of-footwear-subscriptions/
3) Birchbox Beauty Products Subscription Boxes
Program Details: https://www.birchbox.com/membership
4) Sampoorna Ahara Pizza Nights (Monthly Subscription)
Program Details: https://sampoornaahara.com/products/plant-based-pizza
5) Ditto’s Endless Eyewear
Program Details: https://techcrunch.com/2015/02/16/ditto-endless-eyewear/
6) LBB’s Wine in a Million
Program Details: https://lbb.in/bangalore/wine-in-a-million-subscription/
7) Wacky Robots Subscription – DIY STEM Kits by Circuit Mess
Program Details: https://circuitmess.com/pages/wacky-robots
8) SWYTCHED EV Vehicle Subscription
Program Details: https://swytchd.com/
9) Healthy Office Snacks by Snack Nation
Program Details: https://snacknation.com/
10) Gro Club Bicycle Subscription Service
Program Details: https://gro.club/
11) BMW Heated Car Seats and Engine Sounds Subscription
Program Details: https://www.theverge.com/2022/7/12/23204950/bmw-subscriptions-microtransactions-heated-seats-feature
In Conclusion
I am sure there are many more creative and exciting Subscription programs that we would all know about… and many more that will emerge in the future… For now, I conclude the post with this… ‘Subscriptions Will Find You…’
References and Sources
1) Forbes Article on PVR-Inox Passport: https://www.forbes.com/sites/swetakaushal/2023/10/17/indian-cinema-chain-launches-movie-theatre-subscription-plan-pvr-inox-passport/
2) Nike Adventure Club: https://researchci.com/nike-adventure-club-the-end-or-just-the-beginning-of-footwear-subscriptions/
3) Brand Websites
4) Endless Eyewear: https://techcrunch.com/2015/02/16/ditto-endless-eyewear/
5) Subscriptions, Mailing List Joke: https://blog.visitorqueue.com/23-marketing-jokes-to-brighten-up-your-day/