For example, set-top boxes provide tremendous reporting granularity of linear audiences but cannot collect CTV viewing. And while CTV data can be tapped from automatic content recognition signals, the average smart TV manufacturer has only 1.1 TV sets per household versus closer to 3 TV sets represented by set-top boxes, according to Comcast Advertising’s Marcus.

Subscriptions like Netflix and Spotify have successfully transformed the way people engage with media, but retail subscriptions are yet to transform the way people shop. So far, retail subscription boxes have seen momentum within the fast-moving consumer goods (FMCG) category—think companies like Blue Apron, Dollar Shave Club and Birchbox. Despite the waves these companies have made, are consumers actually ready to automate their purchases of everyday goods?

Subscription commerce has captured retailers' attention with its built-in customer base and predictable sales patterns. It may seem like there is a box for everything—think special effects makeup or instant ramen—but not all categories have been embraced equally.

Despite ups and downs in the subscription commerce segment, it's still a subject of great interest in the retail industry. Most brands that started online and direct to consumer have expanded to retail channels, either through partnerships or acquisitions.

Influencer marketing is an important part of the marketing mix for most companies, especially those in the retail space. A survey conducted last September by Forbes Insights found that 30.5% of companies worldwide are increasing their focus on influencers as part of the advertising media mix.

The article detailed the experience of Ipsy (a cosmetics subscription box service) that used influencers to hawk its products on Instagram and YouTube, as well as several other companies that had negative experiences with influencers. “We scaled back paying for [influencer] posts,” said Matteo Del Vecchio, chief executive of Deconic (owner of jewelry retailer Alexis Bittar), in the article.

Customers stick with subscriptions they believe are delivering consistent value for what they pay, and a subscription box that too often sends you items you don’t like quickly loses the perception of value. This is especially true in the apparel and accessories category. Subscription rental, however, eliminates that risk and could help explain why Rent the Runway is gaining traction.

Subscription fatigue be damned. More than a third of Americans believe they will increase the number of subscription services they use in the next two years, but interest isn’t the same across all categories.

According to a survey from Euclid, 50% of internet users most likely to check out pop-up stores subscribe to monthly subscription boxes, and 38% shop online every week. Just 29% prefer the traditional brick-and-mortar experience. As digitally native brands establish their physical footprints, they’re also applying digital best practices to create a better retail experience.

And contrary to past giving trends, 34% of respondents said they were interested in gifting subscription boxes for this year’s Mother’s Day. Brand Keys found that, when compared with last year, spending on greeting cards and flowers decreased to 96% and 88%, respectively. However, spending on spa services and gift cards will increase 11% and 5% year over year.

How FabFitFun Leverages Influencer Marketing to Bolster Subscriptions. Influencer marketing is an important part of the marketing mix for most companies, especially those in the retail space. Subscription box brand FabFitFun is one of many retailers investing in the space.

And subscription box retailer FabFitFun is also eyeing the emerging platform, according to Leslie Emmons Burthey, vice president of marketing for the company. "We're always testing, and we're definitely looking at TikTok [for that].".

Addressable TV: Targeted TV ads delivered on a home-by-home basis via cable, satellite, and telco boxes. It includes both linear and video-on-demand (VOD) delivered in this way but excludes connected TV and OTT. Ad-supported video-on-demand (AVOD): These services include free platforms like YouTube as well as those like Hulu, which charge a subscription fee in addition to serving ads.

According to Brightback's Marion, expect to see a continued surge of new sign-ups for meal kits, box subscriptions and other delivery services possibly through the end of the year. “At some point, current restrictions will loosen, and these companies will see rapid customer churn,” he said. “The winners will be those that successfully retain the new customers they’ve gained this year.

Digital video viewership in the UK will continue to rise this year. The pandemic has provided a particularly significant impetus for subscription video-on-demand services, while connected TVs have become the consumption device of choice.

A 2018 Euclid study indicated that 50% of shoppers interested in checking out pop-up stores pay for monthly subscription boxes and 38% shop online every week, while just 29% prefer the traditional brick-and-mortar shopping experience. Perhaps that’s also why we see the similar trend at traditional brick-and-mortar retailers inviting digital-first brands to open a “store within a store.”