Subscription, martingale for manufacturers and distributors


Subscription formulas now allow French people to manage almost all aspects of their daily lives. Silas Stein/dpa / Silas Stein

SURVEY – Inspired by Netflix and Spotify and surfing on changing consumer expectations, they are changing their marketing model and relying on the service to build loyalty.

With the Business Department of Figaro

Cars, dog food, nappies, coffee capsules, home meal delivery, financial investments… Subscription formulas now allow French people to manage almost all aspects of their daily lives. Long limited to the press, mobile phones, internet service providers and sports halls, subscriptions have become the standard for access to music, videos and online games. The success of the pioneers of the formula (Spotify, Netflix, Amazon) has inspired manufacturers and distributors in all sectors.

In an environment increasingly subject to hazards (Covid-19, war in Ukraine, inflation, etc.), subscription has become the martingale of players obsessed with predictability. Start-ups are being created and large groups are adding this string to their bow.

The health crisis served as a catalyst. The closure of shops and restaurants has changed consumption habits and disrupted…

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