![]() ![]() “I used blue apron since I was getting $20 off 3 boxes. While acquisition offers are a popular tactic to lower the risk of committing to a recurring payment, they aren’t enough to drive repeat usage. Included in the graph below for comparison are subscription services Dollar Shave Club and Netflix.įor companies like Blue Apron, customers capitalize on introductory offers only to cancel before a payment is required. Each major player in the industry suffers from unsustainable churn rates, estimated by analysts to be upwards of 70% after 12 months. While subscription meal-kits seemed like the perfect way to encourage convenient at-home cooking, none of them have found the “recipe for success”. ![]() The hidden customer churn problem and why it matters
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