Recommendations often trigger subscriptions, but consumers cancel services that don’t deliver a superior experience.
Value
for the
money
Lack of flexibility
Dissatisfied with product/
experience
Found better subscription
Prefer to buy when need
Access
subscription
Curation
subscription
Replenishment
subscription
Most important driver of cancellation of
the subscription, % of responses
CLICK FOR FURTHER SUBSCRIPTION POLLING
Source: McKinsey analysis
NOTE: In response to question: You indicated that you used to subscribe to [brand] but no longer do. Which reasons below best describe why? Note: Only showing individual brands that were answered by 40 or more respondents.
Recommendations often trigger subscriptions, but consumers cancel services that don’t deliver a superior experience.
Sense of community
Value
for the
money
Surprise
and delight
Personalized experience
Tailored experience
Convenience
Access
subscription
Curation
subscription
Replenishment
subscription
Most important reason to continue
the subscription, % of responses
CLICK FOR FURTHER SUBSCRIPTION POLLING
Source: McKinsey analysis
NOTE: In response to question: Now, what is the most important reason why you continue to subscribe to [brand]?
Recommendations often trigger subscriptions, but consumers cancel services that don’t deliver a superior experience.
Flexibility
to cancel
I need this type of product
Financial incentive
Recommended by someone
Thought
I’d try something new
I liked the
subscription
model
Access
subscription
Curation
subscription
Replenishment
subscription
Most important trigger when initiating the subscription, % of responses
CLICK FOR FURTHER SUBSCRIPTION POLLING
Source: McKinsey analysis
NOTE: In response to questions: Thinking back to when you first started thinking about subscribing to [brand], what are the 3 main reasons you subscribed to [brand]? Which of the following is the most important reason you first started thinking about subscribing to [brand]?
