Now that consumers can shop online for goods and services at any time of the day or night, the next challenge is how to navigate through the bewildering array of product choices available in almost any category.
A recent phenomenon called ‘discovery commerce’ is trying to help. Using subscription services, companies are offering a unique and personalized buying experience: Sign up with us, and once a month a thoughtful surprise will land on your doorstep.
It could be a box full of cosmetics, snacks, blouses or shoes. Variations on the format are rolling off the line. For $20 a month, NatureBox promises healthy, minimally processed snacks — cranberry almond bites, vegetable chips and whole-wheat figgy bars. Stork Stack, for $27.99, will send a box of items for baby “selected with love by our team of Moms.” JewelMint flashes monthly choices from “a versatile collection inspired by the runway, vintage jewelry and on-trend celebrity style.”
This article originally appeared on Knowledge@Wharton.
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