In the highly competitive ecommerce landscape today, retaining customers is more important than ever. According to a report from Invesp, it costs seven times more to acquire a new customer than it does to retain an existing one. In addition, retaining just 5% more customers can result in a 25-95% profit increase for a company. These statistics highlight the importance of customer retention for ecommerce operations. An effective way to achieve this goal is through the use of personalized subscription services. To improve results, companies can use AI-powered personalization algorithms to improve service and retain long-term loyal customers.
WHAT ARE PERSONALIZED SUBSCRIPTION SERVICES?
Personalized subscription services are a type of ecommerce model that provides customers with regular deliveries of subscribed products. It is a subscription service tailored to meet the specific needs of each customer and provide them with a personalized experience that is unique to them. As a result, these tailored subscription services help to increase customer loyalty and retention, leading to increased lifetime value for each customer.
Examples of personalized subscription services include apparel subscription services that recommend outfits based on a customer's individual style and preferences, personalized meal delivery services that create custom meal plans based on a customer's nutritional needs and preferences, and personalized beauty subscription services that create custom beauty boxes on based on a customer's skin type, skin color and preferences. Services such as Netflix, Prime and Apple TV, which offer streaming services for a monthly subscription fee, also fall under this category. These services provide customers with a unique and personalized experience tailored to their individual needs, creating an overall more engaging and enjoyable experience.
WHAT IS THE ROLE OF AI IN PERSONALIZED SUBSCRIPTION SERVICES?
As with many other aspects of ecommerce, artificial intelligence is bringing unprecedented efficiency to the delivery of personalized subscription services. AI, backed by powerful algorithms and robust techniques, can help subscription service companies tailor experiences with minimal human intervention, increasing productivity and speed of service.
The role of AI in delivering personalized subscription services can be summarized in four key points. They contain:
Customer segmentation is the process of dividing a customer base into smaller groups based on shared characteristics, such as demographics, behavior, interests, and purchasing behavior. It is common knowledge that segmentation is the first step to implementing personalization. By splitting customers into small groups, companies can better understand their needs and preferences, allowing them to better design customized product packages for each individual in their database. Segmentation also means that companies can better target their marketing efforts and increase the likelihood that potential customers will choose these personalized subscription services.
1TP239Common AI techniques useful for segmentation include predictive modeling, natural language processing (NLP), reinforcement learning, and clustering algorithms. Each of these techniques leverages AI's remarkable ability to process and analyze extensive data from a variety of sources to generate methods for creating actionable customer segments. For example, a retail company could use cluster algorithms to identify segments of customers based on their purchase history, such as the products they purchased, frequency of purchases, and amount spent. VerAccordingly, marketers can use such information to design the content and determine subscription box price points for customers in each segment. Therefore, AI-driven customer segmentation can enable personalized subscription services for optimal results.
To make subscription services truly personalized, the products in the subscription boxes must be exactly what the customer wants. This means companies need to be able to predict which products will interest customers based on the information in their database. AI can significantly increase the accuracy of product recommendations. This is because AI can drive product recommendations by analyzing customer data and behavior to make personalized and relevant product suggestions that can be used to create personalized subscription services.
A common AI technique useful for product recommendations is collaborative filtering. Here, AI algorithms analyze a customer's past behavior and product preferences to suggest items similar to what they've previously purchased or viewed. Content-based filtering can also suggest products based on the similarity of attributes to items previously purchased by the customer. Regardless of the technique, AI can make excellent product recommendations that make the subscription services feel personalized.
CUSTOMER FEEDBACK ANALYSIS
AI algorithms analyze customer feedback and suggest improvements so that the customer experience continuously meets their needs and preferences. Customer feedback contains valuable information that can help companies personalize their subscription services. Natural Language Processing is a widely used AI technique that can analyze feedback from surveys, product reviews, and social media and extract actionable insights. This is possible through methods such as sentiment analysis and topic modelling. For example, sentiment analysis can be used to decipher products that a customer likes or dislikes. This allows brands to use the knowledge to adjust their subscription services where necessary.
AI helps schedule deliveries in subscription services by using customer data to determine the optimal delivery schedule and frequency. This helps ensure that the customer receives their deliveries easily, reducing the chance of missed deliveries or dissatisfied customers. In addition, AI algorithms can track delivery schedules in real time and make adjustments as necessary to account for any changes in customer behavior or preferences.
AI can use a combination of techniques such as predictive analytics, machine learning, reinforcement learning, and decision trees to determine the best schedules for each individual. These methods use customer data, such as purchase history, to make the most effective delivery planning decisions. The result is improved customer satisfaction and retention, increased efficiency and lower costs for the providers of personalized subscription services.
HOW DO AI-DRIVEN PERSONALIZED SUBSCRIPTION SERVICES IMPROVE CUSTOMER RETENTION?
There is no doubt that personalized subscription services are better when powered by AI. As brands use AI to improve the quality of services offered, they will attract more paying subscribers, leading to more revenue. In addition to acquiring customers, improving the experiences delivered will significantly increase customer retention.
Here are five ways AI-powered personalized subscription services can help companies retain more customers:
CONVENIENT SHOPPING EXPERIENCES
According to a PwC survey, 73% of consumers say convenience is one of the most important factors for a positive shopping experience. While convenience means different things to people, the speed and accuracy of service generally translate to convenience for most customers. By saving customers time otherwise spent searching for products that meet their needs through personalized subscription services, subscribers are more likely to view their shopping experiences as satisfying. As a result, these customers make repeat purchases in an effort to extend their relationship with the brand.
ACCURATE PRODUCT RECOMMENDATIONSVELINGEN
Using the above AI techniques, brands can repeatedly excite customers with product recommendations. A Segment study found that customers who receive personalized recommendations are 3x more likely to make a purchase than those who do not receive personalized recommendations. The reasons for this are not far-fetched; personalized product recommendations reduce decision stress, leading to a more rewarding experience. Therefore, customers are more willing to opt-in for these personalized subscription services continuously for months or even years.
INCREASE IN ENGAGEMENT
According to Walker Information, companies with high customer engagement scores have an average retention rate of 75%, compared to a retention rate of 13% for companies with low engagement scores. This demonstrates the importance of being involved in customer retention. Personalized subscription services help customers feel more connected to the brands. As a result, they become more eager to engage with brands through their various communication channels, providing the perfect opportunities for brands to deepen connections and retain customers longer.
OPTIMIZED LEVERING SCHEDULES
No matter how well brands match customer preferences with the content of their subscription boxes, satisfaction will never be complete if deliveries arrive late. Therefore, companies should prioritize delivery schedules when offering personalized subscription services. AI helps achieve that with its various algorithms and techniques, ensuring that customers receive their products and services on time. The absence of late or missed deliveries means happier customers who are less likely to drop out.
In ecommerce, every activity and transaction is a potential source of rich information. Personalized subscription services are certainly not exempt as data sources. By analyzing all the data generated by providing these services, brands can gain more insights to further improve the customer experience. For example, a sporting goods brand can use insights from its subscription services to develop new footwear or improve its existing sportswear line. Such innovation will delight customers and increase the chances of continuous patronage.
In conclusion, AI-driven personalized subscription services a valuable tool to improve customer retention in ecommerce. By providing a convenient and personalized shopping experience, these services help build customer loyalty and reduce churn. With customer retention becoming increasingly important in ecommerce, AI-powered personalized subscription services will play a vital role in the success of ecommerce businesses. If you want to improve customer retention, consider implementing an AI-powered personalized subscription service in your ecommerce operations.