Published : 02/05/2021

The monthly gift box sold by internet subscription

- Categories : Custom-made goodies

What are subscription gift boxes?

This is a a box of themed products that you receive in your mailbox every month (or every two months, or quarterly). This discovery gift box contains several products, the nature of which you don't know in advance.

The monthly box is marketed as an Internet subscription. Consumers subscribe at a fixed price and receive a monthly box containing products in the theme of their choice. Subscriptions can be cancelled according to the formula chosen, and consumers tend to switch easily from one box to another, either to try them out or out of boredom.
Just over 70% of boxes cost between €20 and €50.

Part of sales is driven by the search for the ideal, original gift , particularly during the festive season: as a Christmas present or for Mother's Day, Father's Day, Valentine's Day or as a birthday present.

The range of gift boxes on offer in France has become plethoric, with over 400 different models marketed online every month. Choose from: beauty boxes, women's boxes, children's boxes, teenagers' boxes, games boxes, gourmet boxes, men's boxes, couples' boxes, tasting boxes, chocolate boxes, wine boxes, dog boxes, cat boxes, creative leisure boxes, sports boxes, birth gift boxes, jewelry boxes, etc.

What makes the subscription-based gift box concept so successful?

Themed gift sets have been a great success for several years now. This success is due to several factors:

1- The first is the surprise effect, based on the concept of the surprise package from our childhood. The regressive aspect of a return to childhood that feels good.

2- The second is the need to indulge. Since the arrival of the Covid, all leisure activities are closed, and opportunities to treat oneself are rare. Receiving a gift box in the mail has become a real privilege.
The pleasure of unwrapping a gift box is a real experience that becomes the pleasure ritual of each month (and one that we'll soon be unable to do without?).

3- The promotional effect with a very attractive quality/price ratio: To be credible, a €25 box must display products worth twice as much, i.e. €50. This gives customers the impression of being ultra-privileged, and builds loyalty.

4- The all-inclusive surprise gift box. As the festive season approaches, it's always a challenge to find the right gift for everyone. With so many different themes to choose from, you're sure to find the right gift box for the right person. If your father-in-law likes organic wines or grands crus, there's a box for him. There's a box for every theme, even "niche" products such as old school toys, vintage sweets (roudoudou sweets...), local crafts...etc

5- Rarity. The "limited edition" effect is an incentive to order, or risk losing access to the month's offer and the opportunity to receive the exclusive gift box.

6- Staging around the opening of an attractive box. Items are generally well wrapped in pretty tissue paper or in small gift bags. The pleasure of unwrapping should be maximized. The phenomenon of unboxing (filming yourself unpacking the products you've just received) has become very popular with subscription boxes.

What is the target market for monthly boxes?

According to studies, this is a very feminine consumer product. Today, 3/4 of customers are women, and beauty boxes are the best-selling gift box and the most represented theme. In terms of age groups, 40% of monthly Box customers are between 25 and 34. Next come 35-44 year-olds, who account for 20% of Box consumers.

What are the best-selling Boxes?

The monthly box market is mainly driven by the cosmetics sector. Boxes for beauty products are the best-sellers, while food boxes are the most loyal.

In the beauty sector, Joliebox, the French beauty box for women, has been quite successful. That's why the American BirchBox acquired it in 2012.

Far behind among the most popular themes: Children's Boxes are the second most popular theme. Culinary boxes are next, followed by wine boxes.

Most popular box after the women's beauty box

Bought by parents (and especially moms) but used by children. The children's box has to meet a twofold challenge: to please both the children and their parents! Parents want to spoil their children, but not with just any product!

That's why children's boxes are usually creative and educational, or aimed more at young mothers (eco-friendly diapers, baby fashion, baby food, etc.).

The aim is tokeep children intelligently occupied and develop their creativity through the discovery ofmanual activities. It's an effective way of combating all the screens available to them at home on Wednesday afternoons.

For children, receiving a box is a bit like having a birthday or seeing Santa Claus every month! The pleasure of unwrapping a gift is exhilarating at their age.
Boxes are available for all age groups and on a variety of themes: books, arts and crafts, DIY kits, baking, magic, toy rental, nature...

The risk: Looking like a surprise package

Building customer loyalty and continuing to create a surprise effect every month is a real challenge for players in this market. That's why the discovery effect and product quality are two factors never to be lost sight of.

Indeed, the first of the major risks is to become bored or to be seen as a surprise package if the items on offer are of mediocre quality. Consumers don't want simple goodies.

- Monthly box products must be original and unusual, i.e. they must not have already been seen 100 times in previous boxes or in competing boxes.

- The quality of the products must be the same every month. Customers don't buy gadgets, they want items with real market value. Perceived quality must be high enough to create a sense of satisfaction in the consumer , making them want to continue the subscription.

How are the boxed products chosen?

Box designers have to redouble their efforts every month to select products that will surprise and retain their customers.

For a successful Box like Birchbox, it's simple: beauty brands use this communication channel to test their products, providing free samples for customers to try out. This enables cosmetics brands to get customer feedback even before launching their product on the market! A godsend. For the time being, however, this remains an exception reserved for the beauty sector and for boxes distributed on a large scale.

For box designers, product research is a business in its own right. To build loyalty and win new customers, you have to surprise! and that means finding the right mix of products each month to create the surprise effect, while respecting economic imperatives and ensuring the quality and size of the box. A real headache! That's why some of our research is outsourced to suppliers and wholesalers.

The role of suppliers in selecting products for surprise boxes

They need to be responsive partners, incorporating the latest developments in the sector and offering original, novel, quality products.

This ability to continually renew oneself is not given to everyone, especially as consumers are increasingly demanding when it comes to product quality and provenance. This is even truer when it comes to organic boxes or eco-friendly items.

Suppliers and wholesalers of promotional products play a role in this research process. Experienced in managing the custom creation and personalization of objects for brands at very tight prices and within short deadlines, they are indispensable players in the value creation chain.

This is why the company Marketing Création has positioned itself in this sector. With 10 years' experience in creating unique, made-to-measure promotional items, notably for prestigious customers (Dior, JolieBox, IKKS, Ikea, Givenchy, Sephora, Catimini, Mac Donald's, Accor Hotels, Vinci, Timberland, Kickers, Kenzo, Hugo Boss, Haribo, Lutti...etc), the company has the human, technical, logistical and sourcing resources to match.

Article about MARKETING CREATION
Marketing Création is an agency that develops a wide range of tailor-made advertising and promotional products for children, and helps Brands control their communication costs.

Do you have a product idea for a gift box and don't know how to develop it?
Or would you like help finding a product to include in a monthly box?

Our team is ready to help you create unique, high-quality items or customize existing ones to reflect your brand's DNA.

contact@marketingcreation.com
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