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Thinking Inside the Box: An Empirical Exploration of Subscription Retaiing.

Bray, J. P., De Silva Kanakaratne, M., Dragouni, M. and Douglas, J., 2021. Thinking Inside the Box: An Empirical Exploration of Subscription Retaiing. Journal of Retailing and Consumer Services, 58 (January), 102333.

Full text available as:

Thinking Inside the Box - revised 21-9-20.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1016/j.jretconser.2020.102333


Subscription retailing is rapidly growing. However, existing understanding of this sector is limited. Through a large-scale survey of 1,356 UK consumers this paper develops a typology of subscription types and provides insight into the profile of consumers most likely to engage. The motives and barriers to subscription are assessed, providing clear guidance to retailers on the optimal positioning and marketing of their offers. This is the first empirical study in Europe, increasing our knowledge of consumers profiles, motives and barriers. Our findings have clear managerial implications for subscription service providers and a robust starting point for further academic research.

Item Type:Article
Uncontrolled Keywords:Subscription Retailing; Innovation Adoption; On-Line Subscription; Subscription
Group:Bournemouth University Business School
ID Code:34681
Deposited By: Symplectic RT2
Deposited On:09 Oct 2020 10:03
Last Modified:13 Apr 2022 01:08


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