{"id":26776,"date":"2023-06-27T07:47:40","date_gmt":"2023-06-27T15:47:40","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26776"},"modified":"2024-07-17T02:58:07","modified_gmt":"2024-07-17T10:58:07","slug":"how-to-grow-your-subscribe-save-customer-base","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-to-grow-your-subscribe-save-customer-base\/","title":{"rendered":"How to grow your Subscribe & Save customer base","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

For eligible brands, Amazon\u2019s subscription program is a sleeper hit. About a third\u201435%<\/a>\u2014of all Amazon shoppers have at one point used Amazon\u2019s Subscribe & Save tool. That includes a slight majority (51%) of Amazon Prime users<\/strong>. <\/p>\n\n\n\n

The way it works is simple. Fans of a brand choose to automatically re-order their favorite product at a frequency of anywhere from every 1 month to every 6 months. <\/p>\n\n\n\n

Most brands, but not all, offer a discount in exchange for subscribing. A SnS discount can range anywhere from 0% to 15%. <\/p>\n\n\n\n

SnS subscriptions are not for everyone. They make most sense for CPG brands that produce refillable items\u2014like, say, laundry detergent. <\/p>\n\n\n\n

The upside: SnS helps you maintain consistent inventory and revenue predictions. It also can increase sales. SnS subscribers have among the lowest churn rates<\/a> of any retail subscriptions.<\/p>\n\n\n\n

The downside: When you offer a discount with SnS, you sacrifice a slice of your profit margin. <\/p>\n\n\n\n

How do you track SnS analytics? <\/strong><\/h3>\n\n\n\n

Amazon publishes two key reports that measure the number of active subscribers on each ASIN: the Subscribe & Save Forecasting<\/strong> Report<\/strong> and Subscribe & Save Performance Report<\/strong>. <\/p>\n\n\n\n

The data from these reports can be difficult to manage, however. When you download these reports from Amazon, you start with a .txt file. You then have to convert all of those files into pivot tables that map out your SnS numbers.<\/p>\n\n\n\n

It looks something like this: <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Getting a complete view of SnS subscriptions across your products is important, because it helps inform metrics like inventory data. <\/p>\n\n\n\n

Let\u2019s say your product suddenly spikes in popularity. Mapping the uptick in SnS conversions gives you an early warning sign of how much inventory you need down the line.<\/p>\n\n\n\n

Tools like Intentwise automatically download and visualize SnS data for you, via API. <\/p>\n\n\n\n

Tracking SnS data through an API connection also makes it easier to apply SnS discounts and coupons, and factor them into your overall item-level profitability numbers. <\/p>\n\n\n\n

How do you grow your SnS customer base? <\/strong><\/h3>\n\n\n\n

Re-targeting.<\/strong> One of the simplest ways to convert a new customer is to re-target them with ads touting your SnS deal. <\/p>\n\n\n\n

Build an audience of, say, second-time purchasers of your product, who have already proven they are return purchasers. Then push out a DSP ad discussing the upsides of your SnS deal.  <\/p>\n\n\n\n

Content. <\/strong>Another way to draw in new SnS conversions is to heavily promote SnS in your content on Amazon. Mention your SnS deals in A+ content, across your Brand Store, and more. <\/p>\n\n\n\n

Some brands also offer a coupon to customers who Subscribe & Save for the first time, which can be a great way to get people in the door. <\/p>\n\n\n\n

Go further with Subscribe & Save in Amazon Marketing Cloud<\/h3>\n\n\n\n

In Amazon Marketing Cloud<\/a>, Amazon\u2019s newest analytics tool, you can track which actions your customers most often take before they Subscribe & Save. <\/p>\n\n\n\n

For example, you could build a query that measures which purchase most people subscribe on. Let\u2019s say you discover a customer\u2019s third purchase is the one when they are most primed to subscribe. <\/p>\n\n\n\n

Or maybe we know a certain combination of ad views, or a certain purchase speed<\/a>, indicates a likely SnS customer. You can build an audience of people who are on the precipice of SnS conversion, and then run ads that might convince them to subscribe.<\/p>\n\n\n\n

(You can do this all easily in Intentwise Explore<\/a>, our software platform that supercharges AMC. Choose from our pre-vetted library of queries and audiences, schedule them to run at intervals of your choice, and get the results graphed and visualized for you.)<\/p>\n\n\n\n

How does SnS in AMC work?<\/strong> There are two data sets for Subscribe & Save conversions in Amazon Marketing Cloud: the free version and the paid data set<\/a>. <\/p>\n\n\n\n