As Amazon continues to offer subscriptions for many of the products they sell online, Target has decided to take a stand and see if they can claw back some of the market share from the Internet giant. Target Subscriptions is a new service that will be aimed at first-time parents in need of baby care products such as diapers, wipes, training pants and more.
The initial service was launched with 150 different products that can be ordered on a subscription basis, including brands such as Huggies, Pampers and Seventh Generation. Customers can choose to have these items delivered in regular four to 12-week instalments, with a reminder email at least 10 days beforehand to ensure no unwanted deliveries arrive.
Target’s entry into the subscription-based commerce space may be slightly delayed but the market segment as a whole is still fairly underdeveloped. That doesn’t change the fact Amazon offers substantially deals and discounts for multiple subscriptions, while Target is yet to offer anything beyond a 5% discount for using a Target card or Target VISA.
The service was tested ahead of its public release amongst the company’s employees, giving the company some data to rely on, coupled with the previous experience of others already offering subscriptions. Whether or not Target can make this new aspect of their business a success will depend on the potential scope of product offerings, and how well customers take to the idea, which can of course be helped along by the right incentives.
Image by Kevin Dooley