Subscription Box Building: What You Should Know

Subscription boxes have taken the world by storm, offering everything from snacks and beauty products to fitness gear and books. In fact, 18% of online shoppers have signed up for a subscription box service. If you’re thinking about starting one, the key to success lies in what you include inside each box. 

In this article, we’re going to break down the elements to consider when building a successful subscription box. From product selection to packaging, we’ve got you covered. 

1: Know Your Audience 

Before you start picking products, you need to understand who you’re building a subscription box for. Who is your target audience? What are their interests, needs, and preferences? Knowing your audience allows you to curate products that will genuinely excite them. 

Start by conducting surveys, checking out customer reviews of existing products, and keeping tabs on social media trends. The better you understand your audience, the more tailored your subscription box can be. 

2: Curate Quality Products 

The heart of any subscription box is the products inside. Keep in mind that it’s not just about filing the box with random items. It’s about creating a cohesive, themed experience that surprises and delights your customers. Here are some tips. 

• Balance variety and consistency: Keep your boxes fresh by mixing up the types of products you offer, but make sure they align with your overall theme. Consistency helps reinforce your brand identity, while variety keeps things exciting. 
• Test the products yourself: Always try out the products you plan to include. Make sure they meet your quality standards and represent your brand well. 
• Offer exclusive or limited-edition items: Everyone loves the feeling of getting something exclusive. Offering items that are limited to your subscription box can create a sense of urgency and excitement for customers. 

3: Create a Memorable Unboxing Experience 

The unboxing experience is just as important as the products themselves. People love to share their unboxing experiences on social media, so make sure your packaging is visually appealing and aligns with your brand’s identity. Here are some ways to enhance the unboxing experience. 

• Branded Packaging: Invest in packaging that reflects your brand. This could be a sturdy box with your logo or eco-friendly materials to create a lasting impression. 
• Personalized Notes: Data shows that 72% of customers are more excited about boxes with personalized items. Include a handwritten note or a personalized card to add a special touch. This makes customers feel valued and appreciated. 
• Extra Surprise: Throw in a small bonus item or a sample of something new to add an element of surprise. Even small, inexpensive extras can leave a lasting positive impression. 

4: Include Information and Inspiration 

Customers love to know more about the products they’re receiving. Including an informational card or booklet inside each box helps customers learn about the products, their benefits, and how to use them. You can also include inspiration on how to maximize the products. This could be a recipe, workout tips, or style ideas. 

‍

• Product Cards: Explain the story behind each product or brand, especially if they’re unique and artisanal. Customers appreciate learning about where the products come from and what makes them special. 
• How-To Guides: If your products require some knowledge or creativity, provide a guide to help customers get the most out of them. 

‍

5: Keep it Fresh With Seasonal Themes 

One way to keep your subscription box relevant and exciting if by incorporating seasonal themes. This keeps your content timely and gives customers something to look forward to. Here are some ideas: 

• Holidays: Tailor your products to major holidays like Christmas, Halloween, or Valentine’s Day. Customers love receiving themed boxes around the festive seasons. 
• Seasonal Changes: Adjust your offerings based on the time of year. For example, summer boxes could include sunscreen or outdoor gear, while winter boxes could feature cozy products like blankets or hot cocoa. 

6: Focus on Value 

Customers want to feel like they’re getting more value from your subscription box than what they paid for. The perceived value should always exceed the cost of the subscription. Consider the following: 

• Bundle Discounts: Show customers that they’re saving by offering multiple products together for less than they would cost individually. 
• Exclusive Deals or Discounts: Partner with brands to offer your subscribers exclusive discounts on full-size versions of the products they receive. This adds extra value and encourages repeat purchases. 

7: Prioritize Customer Feedback 

Once your subscription box is up and running, make sure you’re regularly collecting feedback from your customers. Encourage them to share their opinions, either through surveys or social media. Listening to what they love, and what they don’t, can help you improve your offerings and retain loyal subscribers. 

• Customer Surveys: After each box, send a survey asking for feedback on the products, packaging, and overall experience. This will give you insight into how well your box is performing. 

Social Media Engagement: Encourage customers to share photos of their unboxing experiences on social media, and be sure to engage with them. This not only builds a community around your brand but also gives you insight into what excites your customers.

‍