Agree that the article is a bit thin. The adding more products isn't such an ingenious strategy, pretty logical if you ask me.
I like the snooze function though, one of those extremely powerful ideas that make consumers happy.
It wasn't only adding products, but adding the flexibility to easily add/remove products via a customer dashboard (while we curated/marketed products we liked) that allowed us to up our AOV. When we launched it was just "pick your plan" and we'd automate the rest -- so we sacrificed a little of the simplicity of automation for the flexibility of service and customization.
Nothing ingenious, just a decision we made that worked.
That isn't really true, there were other useful details, although they may not have stood out to you since a lot of it could be considered good common sense.
A good friend of mine worked for BirchBox, a subscription beauty service for women and men (Birchbox men), as an intern last summer. From what she told me, the work they did to create a community around the service helps the company beat out gorillas such as Amazon. For instance, people will record themselves opening their Birchbox order and post it on Youtube (do a Youtube search, the top unboxing I get has 57,996 views). I think Manpacks also plays to the community, as evident by them tweeting with the fellow who wanted safety razors.
Do you not work in an equal opportunity workplace? Are you concerned that someone might be grepping the DNS resolution logs to find closeted homosexuals? Are you legitimately concerned about retribution if someone believes that you're homosexual?
I've been a customer for a little over a year now. It's simply a convenience, set and forget thing. I never had enough underwear or socks until I became a customer of Manpacks. I now never have to think about socks or underwear ever again.
For me personally, I'm cash rich, time poor, so it's a great trade off. I save the hour to go to the store, or find the best reviews on Amazon.
Manpacks curates only the highest quality products, so I pick from among the best.
You might be in a different place, but it's been a great value for me personally.
You can do that on Amazon too, though only on consumable items where they think it'll be likely. If there's a "Subscribe & Save" link at the right, you can choose to make the order recurring instead of one-time, with intervals ranging from 1-6 months. Random example of a product that has such a feature: http://www.amazon.com/Gillette-Fusion-Manual-Cartridges-Coun...
Sure, but they don't have a nice GUI or good messaging around why I should use that to solve this problem specifically.
Also, in a world of politically correct egalitarianism I respect a company that has the literal and figurative balls to stand up and say, nope, this is for men (and go so far as to bake that assumption into the product name)
Can you point to a 5x markup on our site? Not a challenge, just a question because we try to stay at least remotely competitive to other online pricing. I'd be shocked to find product for 1/5 the price somewhere.
Definitely agree that more data would be helpful, like:
- What was churn rate before?
- Is (new churn + snooze) greater or less than original churn?
- What percentage of customers come off of snooze and repurchase?
Without more information, it's impossible to pinpoint whether it really is an effective strategy or just makes a nice headline.
> By adding more products and flexibility, the average order size increased by 84%.
This is pretty much all there is in the article about "how" that is so prominently featured in link title.