New research shows that while just four per cent of consumers are currentlyreceiving subscription pet supplies, 17 per cent are considering it.
The study by PayPal, showed that Gen Z are the most likely to subscribe toreceive supplies and are also the largest group considering doing so with 30per cent pondering the option.
Mike Halligan, Co-Founder of subscription pet food service Scratch,acknowledged they have a large number of under 40s signed up, but said thereare other reasons people use Scratch, such as older owners and people livingrurally.
“Most people don’t buy Scratch because they want dog food delivered onsubscription. They buy Scratch because we view it as a plan for managing theirdog’s health, so the customer service we provide, and the various parts of theproduct experience all contribute to that.”
Over the past year subscription services have seen challenges such as supplychain issues and delays due to Australia’s postal networks being overwhelmed.
Earlier in the year, Melbourne-based Scratch found itself $150,000 out ofpocket and having to set up its own delivery system due to delays by AustraliaPost.
Some subscribers were forced to wait up to five weeks for their order, whichHalligan says could influence the willingness of consumers to continue usingsubscription services.
“Every bad experience with a subscription of any sort makes people worriedabout joining up with another subscription business. Sadly, many websites andcustomer experiences are very clunky, relying on the basic options thatplatforms offer out of the box and failing to give people flexibility. Everybad subscription experience hurts the good ones unfortunately.”
Tagged: Scratch, Subscription
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