The "subscription" business model promises predictable recurring revenue and increased customer lifetime value so it's no wonder that loyalty marketers around the world are increasingly looking to this concept to enhance their loyalty propositions.
With so much interest in the topic, I was delighted to interview two executives about it, one from Ipsos Denmark and one from their partners in management consulting firm Subscrybe.
Together they shared their insights on the principles of success in subscriptions - creating both "reasons to buy" and "reasons to stay", to create the potential for extreme customer loyalty.
