How Subscribe & Save is reshaping FMCG

The Subscribe & Save model has quietly evolved from a niche convenience feature into one of the fastest-growing behaviours in the FMCG landscape.

Over the past few years, thanks to tighter household budgets, a focus on value and a wish to simplify everyday routines, digital savvy consumers have shifted the way that they shop and embraced predicted, automated replenishment.

With the continual growth of e-commerce, direct-to-consumer (DTC) channels, and omnichannel retailing, subscription-based models like Subscribe and Save are increasingly playing a key role in FMCG strategy.

We believe that brands that embrace this shift, optimizing for retention, not just acquisition, will be better positioned to thrive in an increasingly loyal and data-driven retail environment.

Ahead of the January pinch, and with consumers increasingly demanding convenience, personalisation and a direct connection with their favourite brands, there’s never been a better time to sign up.

What is Subscribe & Save?

The “Subscribe and Save” model is a replenishment-based subscription model designed by retailers to drive repeat purchases of consumer goods. It allows customers to set up automatic deliveries for everyday essentials on a monthly or less frequent basis.

It’s a very good way to boost customer loyalty and to seal long-term demand, while also offering loyal customers pricing incentives, free delivery and the ability to manage their subscription with as much flexibility as they like.

When was it introduced?

Amazon launched their Subscribe & Save programme in 2007, allowing customers to schedule recurring deliveries of their products at a discounted rate. FMCG brands soon followed with their own subscription models.

The benefits for FMCG brands

There are a number of benefits for brands. These include:

* Locking in the customer

Subscriptions models are a good way for brands to develop a long-term relationship with their customers. Once they subscribe, whether that’s on a monthly basis or every few months, the brand becomes part of their regular purchase routine.

* Predictable demand

Subscription data enables better demand forecasting and inventory planning which helps to manage stock flow.

* Data-driven insights

As well as delivering a loyal customer, subscriptions offer brands invaluable data on usage cycles, replenishment timing and customer preferences.

* Opportunity to cross-sell

Engaging directly with customers via subscription presents an opportunity to cross-sell other products or offer bundled promotions to boost basket size.

Benefits for the customer

For consumers, it’s a straightforward way to secure regular savings, avoid stockouts, and maintain a more organised home. With cost pressures still top of mind and convenience continuing to reign, subscription purchasing for everyday items makes budgeting sense.

Subscribe & Save with Radnor

We love being able to offer our customers the chance to buy directly from us – and to be able to reward them for doing so – which is why we launched our own Subscribe & Save channel.

Available through our online shop – https://www.radnorhills.co.uk/shop/ – their favourite water and soft drinks are available to buy as either a one-time purchase or via Subscribe & Save.

Customers coming through our online shop can make a one-time purchase or they can sign up to subscribe and save and save 15% on every order.

They can choose to sign up for a monthly delivery or make it every two or three months to suit them. We even offer free delivery to their door. There are no tie-ins – they can skip a delivery or cancel their subscriptions at any time.

We see Subscribe and Save as a service for our superfans and we really value them.

We know we’re selling to exactly the right people and that’s why we like to get them involved in other things too.

For example, we’ll chat to them about NPD, new flavours and ask them what they expect of a range. We love hearing their thoughts and opinions. This might be in the form of a survey, or we’ll put together a panel of people and ask them questions.

We feel that if you have a good ecommerce offering and have die-hard fans that love what you do, then you need to enhance the service you give them.

Subscribe and Save isn’t just a convenience tool for consumers, it’s a strategic growth driver for brands looking to build direct, sticky and long-term relationships with their customers.

Visit the Radnor Hills Shop for a one-time purchase or to subscribe to save.