Subscription Commerce

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Starting or scaling a subscription business requires rethinking of business strategy, organization culture, processes, product, compensation and people all driven by a strong foundation of data management and insights.

LatentView partners with leading subscription companies helping them drive tangible outcomes through data driven insights along the customer journey. As an end-to-end solution provider our Consulting Services, Data Engineering, Data Science and Analytics capabilities deliver holistic and impactful solutions to our partners.

Five Success Factors That Drive Subscriber Growth

A Clear and Unique Value Proposition

Personas & Segmentation

Personalization

Loyalty/Rewards Programs

Seamless User Experience

A Clear and Unique Value Proposition

Personas & Segmentation

Personalization

Loyalty/Rewards Programs

Seamless User Experience

Why LatentView Analytics for Subscription?

Our Thinking Sets Us Apart

Challenges Along the Customer Journey

Prioritize the appropriate audience, calculate CAC accurately

Understand which product features, service actions drive user engagement

Track the right combination of metrics

Have a unified 360 view of the customer

High cost of customer acquisition

Building engagement

Improving operational rigor

Understanding the value of each customer

Subscription Value Proposition Framework

The LatentView Subscription Value Proposition Framework is designed to place where the multitude of subscription categories sit according to the value they offer consumers amidst the broader array of choices. While individual brands within categories may have a different placement across quadrants, the category largely sits in a particular quadrant. More importantly, the framework provides both short-term and long-term measures for what companies need to do to strengthen their subscription service offers.

The subscription business landscape can be envisioned as a rectangle divided into four quadrants. Different subscription categories fall somewhere among these quadrants based on two factors aligned with the vertical and horizontal axes: “barrier to switch” (vertical axis) and “involvement” (horizontal axis), respectively.

Barrier to switch refers to how easily subscribers can jump ship based on how many competitors exist and the degree to which a subscription service is delivered digitally. Digital products are easier to switch out compared to a physical product that requires greater effort to switch. As represented on the vertical axis, the barrier to switch goes from very low at the bottom to very high at the top.
Involvement refers to how much time, information, or money is required for a customer to choose and maintain a subscription service. As shown on the horizontal axis, this goes from low involvement on the far left to high involvement on the far right.

Focus on habit forming (usage)

Increase flexibility through multiple pricing tiers and/or product add-ons
Drive convenience and affordability

Longer term focus on offering expansion, entering new markets. Watch out for substitutes or new entrants

Reduce post buying dissonance

Branding is very important
Personalized selling
Customization
High engagement pre and post sales
Maximize benefits from the product/service for customer

Longer term focus on product innovation and growth through acquisitions

Focus on value for money

Build brand awareness to stand out
Create product and user experience differentiation between company & competitors
Drive product usage
Provide incentives/ rewards programs
Make cancellation/downgrade/pause easy

Longer term focus on owning the value chain or broadening the offerings. Watch out for new entrants

Focus on end-to-end customer experience

Personalization is important
Give consumers options to buy additional product (add-ons with sub.box)
Provide choice to downgrade subscription tier or have easy to cancel process
Customer satisfaction is important to off set higher price
Build a community of followers and advocates

Longer term focus on both vertical and horizontal integration. Watch out for new entrants

Barrier to switch

Involvement

Barrier to switch refers to how easily subscribers can jump ship based on how many competitors exist and the degree to which a subscription service is delivered digitally. Digital products are easier to switch out compared to a physical product that requires greater effort to switch. As represented on the vertical axis, the barrier to switch goes from very low at the bottom to very high at the top.
Involvement refers to how much time, information, or money is required for a customer to choose and maintain a subscription service. As shown on the horizontal axis, this goes from low involvement on the far left to high involvement on the far right.