Today there are about 27 million users of various subscription services in Russia. The potential for further growth is obvious not only due to their promotion to the regions, but also by appealing to the “missed” target audience. According to Frank RG estimates, 37% of survey respondents refused to use one or another subscription without fully experiencing its benefits. Package subscription offers, which are mostly currently formed on the market, may not meet the dynamically changing needs of consumers. The inability to cover all the key everyday requests for comfortable consumption of goods and services leads to the user “getting” the missing options in other subscriptions, reducing the added value for participants in each ecosystem. Thus, on average, there are 1.55 subscriptions per active user of the subscriptions in question.
According to experts, the Russian ecosystem subscription market is at the stage of active growth: from 2021 to 2022 it grew by 24% and amounted to 58 billion rubles. At the same time, subscription services and their users mutually influence each other. A qualitatively new vector of development for this market segment, leading to increased average bill growth and user retention, is possible with deeper customization of offers. More subtle and flexible settings are needed both in terms of the content of the subscription and the time periods of their use. This approach will provide greater benefits to all operators of such services and the ecosystems in which they are included. The projected share of sales of services and goods through them may reach a third in the global economy by 2030.
This is the path taken by the Partnership Network company, the operator of the Gazprom Bonus multi-brand subscription, which is now built on the principle of an individual designer. To the basic subscription, consisting of special offers from five flagship stores and services, you can now add more than 60 additional offers in 18 product categories (food delivery, beauty and health, medicine, clothing and footwear, entertainment, education, travel and others). In this case, additional offers are activated for any period from one month, but not more than for the paid subscription period. By testing, the user can not only create the content that is most beneficial for himself, but also change it as the focus of consumer activity and his needs shifts.
General Director of the Partnership Network company, Gazprom Bonus subscription operator, Anna Pashkevich: “The updated Gazprom Bonus, in fact, will create a new standard for the entire market of subscription services. Subscribers can now build their own custom subscription, just like a builder. According to our research, the ability to independently manage the content of a subscription is one of the main current requests of the target audience for subscription services.”
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