In an era of the paradox of choice, it may come as no surprise that subscription box services are the latest commercial trend. The periodically shipped packages have sparked the interests of every consumer niche, ranging from food fiends, to comic addicts, to pet lovers. But as with every crazed fad, it remains to be seen if they are truly worth their hype.
One of the frontier subscription box businesses is BirchBox, a New York-based company that specializes in personal care items and beauty boxes. Priced at $10 a month or $110 a year, the monthly BirchBox allows customers to sample four to five brand items travel sized, in the hopes that shoppers will be encouraged to later purchase the products in their full size.
Since its launch in 2010, BirchBox has seen an astronomical rise in popularity, and now supplies boxes to over four million customers. Many companies have followed in the footsteps of BirchBox, appealing to consumers’ morale, branding their boxes as ‘hand-picked’ and ‘customized’ just for them.
The subscription box is the perfect service for customers who find themselves with too much to choose from. It is also a good opportunity for both customers eager to try out new brands, and for startup companies wishing to get their products out on the market. Moreover, customers need not contemplate continued purchasing strategies: with one click, the boxes begin.
From a psychological aspect, subscription boxes are the ultimate boost of self-esteem.
“The chemical reaction our bodies have when we’re excited and waiting for that box each month — not knowing what it is, but knowing it’s coming — creates an adrenaline rush,” Amanda Doman, site manager at the Illinois Institute for Addiction Recovery, said. “When something’s being handpicked for someone…it makes them feel unique and keeps them continuing to purchase.”
But alas, the subscription box is not without its faults, the main one being that satisfaction is subject to what you get. Very few subscription box services allow you to return their items, and cancellations of services often come with predetermined fees.
Vendor lock-in is the phenomenon in which those unsatisfied customers must put up with the tricking boxes until their year of payment ends. For many, the inconvenience associated with having to physically cancel a subscription can be enough to keep them eternally subscribed.
Some have likened these services to gym memberships: the hassle of terminating the commitment is sometimes enough to keep you paying. Nevertheless, alternative strategies exist, such as exchanging one item for another.
From an environmental perspective, subscription boxes are often criticized for being the most resource consumptive products on the market. Not only does shipping and airfare play into carbon footprint guilt, but overly cutesy decorations and meticulously-crafted packages may not override a box’s inevitable disposal.
Despite their flaws, there is no denying subscription boxes are soaring among consumer markets. Like all things, this new trend has its drawbacks. So, whether you are a subscription box specialistor a virgin subscriber, it is important to weigh the pros and cons as they matter to you.
