March 29, 2020
Small business story: Developing an eCommerce strategy that suits your business (Part 2 of 5)

Small business story: Developing an eCommerce strategy that suits your business (Part 2 of 5)


Rob Rand: The reason we chose a subscription
model over a traditional eCommerce store is for a few reasons. First of all, it allows
us to create more of an experience, having that monthly edition of underwear where the
customer doesn’t necessarily know what they’re going to get. Whereas if it was a standard
eCommerce store, sure, they’re going to know exactly what they want and what they’re
going to be purchasing, but it kind of takes a bit of the fun factor out of it.
It’s not like your traditional eCommerce store where you sell out – we have to have
that pair of Knobby’s in that size for that customer in six months’ time. So, it’s
incredibly challenging, but, you know what, it’s part of the fun. We don’t send out all of our orders in the
one go like a lot of other subscription companies do. We spread out across the whole month and
it’s unique to an anniversary date for each member. Bascially, when they first subscribe,
that’s their anniversary date for the following months. The advantage of this, first of all,
is the customer gets to receive their order within a few days after they’ve placed it
– which is how it should be. It also spreads the load across the whole month for our packing
team. Each day we have a pick-up service. Using Australia Post, it’s amazing that
we’re able to get this product from here on the Sunshine Coast to these most remote
corners of Australia we didn’t even know existed.

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