Subscriptions in Retail

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  • 3 hours
  • English
  • Certificate
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Course overview
Subscription models are gaining popularity in many industries. They increase sales, customer loyalty and adapt to changing consumer behaviour. Subscriptions offer promising opportunities for businesses.

In this course you will learn about four basic types of subscriptions and what is important when introducing a subscription model. You will understand the advantages and disadvantages of each type and know which measures you can take preventively to avoid possible terminations.




  • E-Learning Course
  • Certificate: Subscription in Retail Readiness

What you can expect

Expert Knowledge

Gain comprehensive and excellent know-how, presented in a clear and accessible way.

High Flexibility

Learn where and when you want, at your own pace—whether during lunch breaks or after work.

Practical Approach

Acquire practical knowledge through real-world business examples and learn how to apply it effectively.
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Target group

This course is aimed at:
  • Mid-level management leaders
  • Specialists and project managers
  • Team leaders from various departments
  • Individuals interested in the retail industry
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Learning Objectives

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  • Basics and Importance of Subscriptions
  • Relevant Subscription Types
  • Success Factors for Subscriptions
  • Preventing Subscription Cancellations
  • Implementing a Subscription Model

Course Content

In this comprehensive eLearning course, you will gain complete knowledge about subscriptions in commerce. You’ll start with the basics and importance of subscriptions. The next section covers relevant subscription types, strategies, and best practices. Finally, you’ll learn a step-by-step guide to successfully introducing a subscription model in your company. This course provides a thorough overview, deep insights, and practical recommendations.

01 Basic Knowledge

The Basic Knowledge section covers the fundamentals and importance of subscriptions. You’ll learn about different types of subscription models and their value to customers, along with the pros and cons of subscription offerings.
  • Importance of Subscriptions
  • Definition of Subscriptions
  • Understanding Consumer Needs
  • Four Types of Subscriptions and Their Benefits
  • Pros and Cons of Subscription Models

02 In-Depth Knowledge

The second chapter explores relevant subscription types, revenue generation through subscriptions, and measures to prevent cancellations. You’ll also learn how to evaluate the success of subscription offers.
  • Revenue Streams for Various Subscription Types
  • Reasons for Subscription Cancellations
  • Enhancing Customer Retention
  • Measuring and Assessing Subscription Success

03 Practical Insight

The Practical Insight section provides a guide to successfully implementing subscription models in retail. You’ll receive specific steps to introduce a subscription model effectively.
  • Selecting a Product Category
  • Identifying Customer Segments
  • Setting Goals
  • Choosing the Subscription Type
  • Prioritizing Revenue Sources
  • Conducting Success Evaluations

Author: Prof. Dr. Thomas Rudolph

Thomas Rudolph is a full professor of Marketing and International Retail Management at the University of St.Gallen. For over 20 years, he has been teaching and researching in the fields of consumer behavior, digital marketing,    e-commerce, and strategic retail management.

In 2006, he founded the Retail Lab, a partnership program with international retail companies. As the director of the Institute of Retail Management at the University of St.Gallen (IRM-HSG), he leads numerous research projects and studies that have contributed to the institute's prominence. Prof. Rudolph is also the author of more than 11 books and over 400 articles on marketing and retail topics.

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Subscriptions in Retail