How Analytics and AI Are Driving the Subscription E-Commerce Phenomenon
In recent years, amid a lackluster shopping environment, an unheralded retail phenomenon has taken off quite dramatically – with growth rates exceeding 1,000%. The startups representing this evolving segment are collectively grouped under the label of subscription e-commerce. With such evocative names as BarkBox, Birchbox, Blue Apron, Harry’s, OwlCrate, Trunk Club, and Winc, these online companies mail monthly boxes containing specially curated items in beauty, fashion, food, personal grooming, and pet products priced between $10 and $80 per box right to their subscribers’ doorsteps. Attention was brought to this category when consumer giant Unilever snapped up one of the best-known startups – Dollar Shave Club – in July 2016 for an eye-popping $1 billion – five times its annual revenue. That acquisition has drawn considerable interest to these companies, the reasons for their burgeoning popularity, and the tactics underlying their business practices.
Sinha, J. I., Foscht, T. und Fung, T. T. (2016): How Analytics and AI Are Driving the Subscription E-Commerce Phenomenon, in: MIT Sloan Management Review, Blog, sloanreview.mit.edu/article/using-analytics-and-ai-subscription-e-commerce-has-personalized-marketing-all-boxed-up/ [06.12.2016].
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