【公开学术报告】Subscription in Multi-product Context

Date & Time: 9:30-11:00 am, Wed. 18^th, December 2019

Venue: Room 2101, Tongji Building A

Language: English

Speaker：Dr. Yilong LIANG 梁一龙(University of Minnesota)

ABSTRACT

Subscription pricing has become more and more popular for not just service but also tangible products. In this paper, the authors study the effect of the adoption of subscription plan on customers purchase behaviour under a grocery retailing’s setting. Although there are plenty of previous researches about subscription/flat-rate pricing, those researches focus on the causes and consequences of the subscription of the focal product/service. We extend concerns to other products within and in different categories to understand the effect of subscription in an omni-channel retailing environment. We find that after subscribing to a product, customers purchase more other products. For the customer who subscribes a product, there is a higher chance of purchasing other products in the day when the subscribed product is delivered. We also find that customers consume more of products that are complementary to the subscribe products using machine learning techniques. Such evidences indicate that subscription of products increases other products consumption by reminding the customers of the brand.