The arts and crafts retailer’s head of digital marketing Bonnie Jackson and senior CRM manager Zoë Blythin took the packed auditorium through Hobbycraft’s journey to a subscription service, stressing that putting their customers at the heart of the project was key.
Jackson and Blythin explained that Hobbycraft identified two key customer groups who would benefit from a subscription service. The “Trend Crafter” and the “Skilled Crafter” would require different offers but would both benefit from a delivery upgrade.
Hobbycraft Plus and Hobbycraft Cut & Create both include free next day delivery for all online orders over £25 to ensure their subscribers can either deliver on their own C2C offering, or get crafting straight away.
At the time of launching the subscription service, Katherine Paterson, customer director at Hobbycraft, said: “Our objective is quite simple, we want to support would-be professional crafters to make their dreams a reality and avid crafters who simply like to make lots.
“The service works out at under £7 a month and through the incredible workshops, seminars, and discounts, we look forward to helping our customers make the transition from hobby crafters to professional crafters.”
Hobbycraft were one of several retailers to take delegates through their subscription successes, and challenges, during the full day of presentations and panels. Hotel Chocolat head of consumer marketing Amy Harman explained that businesses don’t need to “be afraid to put a hold on subscriptions if they are not working”.
Freddie’s Flowers, Craft Gin Club, Majestic Wine, Pret and Smol also provided their insights during the many panels of the day. With rental services being well represented by the liked of Bike Club, MyWaredrobeHQ and Cocoon.