Study shows a greater interest of Brazilians in services that include food; and in services such as promotion and discounts
Subscription clubs created by supermarkets generate interest in four out of ten Brazilians, according to a survey carried out by Collinson. The result highlights three aspects that influence customers the most, when they are subscribing to a club: benefits (53%), price (26%), and convenience (17%).
The study indicates that 46% of the customers are searching for subscription clubs in the food retail segment as supermarkets, for instance. Moreover, other segments that stood out were pharmacy (37%), beauty products (36%), gas stations (32%), pet shops (18%), and decoration (16%).
Among the services preferred by customers registered in subscription clubs, promotion and discounts are on the top of the rank with 62% of the sample. Followed by faster delivery and priority boarding. For 12% of the interviewees, the subscription’s main goal is unlimited access to services such as bicycles, scooters and music.
On the other hand, 8% of the participants rather to have access to exclusive events for the subscribers. According to the Collison’s general manager, in Brazil, Henrique Donnabella, the subscription clubs are more efficient in engaging the customers once they already know the brand and, for that reason, they are willing to pay for customization and to improve their benefits.
The survey also shows which are the subscription services booming in Brazil, with Netflix in the lead, with 75% of the preference, followed by Spotify and Apple Music, with 30%. Clube Wine, wine box subscription, and Rappi Prime show up at the end of the list, with 3%. The survey was carried out by Toluna Insights on February 20, 2019; and interviewed 1,051 people from A, B and C classes.