定額制と定期便は違う

おはようございます。杉本です😊

博報堂さんの記事「ヒット習慣予報」にて、今はやりの「定期便」が取り上げられていました。

https://seikatsusha-ddm.com/article/10414/

 

なぜ定期便が人気なのか、そこの焦点を当てて深掘りたいと思います。

 

 

「定額制」と「定期便」は、全く異なる

先に整理しておくべきことは、サブスクリプションと呼ばれる「定額制」と、「定期便」は内容も利用しているユーザーモチベーションも、全く異なるということです。

払う金額自体は毎月定額で同じなのですが、サブスクリプション型の商材は、

 

[定額制(サブスクリプション型)のポイント]

❶圧倒的な品ぞろえ
❷利用し放題
❸セルフによる利用

により、コスパを最大に引き上げている傾向があるように思います。ゆえにユーザーにとって最適化された答えがベストアンサーになるのが、サブスクリプション型であると感じます。

 

一方で「定期便」はどうなのか?「定期便」は毎月定額で支払う金額に対するリターンが、毎月異なることが特徴です。

 

[定期便のポイント]

❶品ぞろえは限定
❷決められたものが贈られる
❸店側のお任せ

一般的なサブスクリプション型と比較すると、逆行しているように感じます。ゆえにユーザーにとって驚きやワクワクを与えることがベストアンサーになるのは、定期便であると感じます。

 

 

自分に適した”非日常”を求める

楽しい、嬉しい、新しい。そういうニーズに対して、定期便はマッチ度が高いです。

 

[定期便は”非日常”を求める]

・毎月、どんなものが来るのかなというワクワク感が楽しい
・自分では絶対に選ばないものが届いたりするけど、意外とそれが気に入ることがあって楽しい
・定期便で初めて知った商品を気に入って、それ以降指名買いするようになった

サブスクリプション型はナンバー1を目指す必要がありますが、定期便はオンリー1を目指す必要があるといえますね。そのために顧客とどのように会話し、楽しみ主体的に企画し、定期便の内容に落とし込むか

 

オンリー1となる導線をデザインするための熱量が、本当に大切だと感じます😊

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