Many ingredients make a successful company, and a seamless and satisfying consumer experience is a vital one. However, for big-box retailers such as Walmart and Target, delivering such an experience is more challenging due to their wide scope of consumers. Recently, Target took a giant step in the right direction when it began offering pet toys and treats directly from the subscription retailer BarkBox. I believe many more successful retailers will eventually follow suit.
The key word, though, is eventually. With the exception Sephora’s Play! monthly beauty subscription box program, no other large retailers have effectively created a true omnichannel customer experience. Many are testing the power of combining brick-and-mortar, e-commerce, and subscriptions, but few have cracked the nut to date. Yet within a couple of years, virtually all retailers will have to offer some form of curated, direct-to-consumer subscriptions in order to remain competitive