What's in the box? - A closer look at the subscription box retail trend

Subscription box services is an e-commerce retail trend which first appeared just a few years ago.  Pioneered by New York-based Birchbox, the subscription box industry today is in a boom, with millions of dollars of investment being poured into new boxes hoping to lure in subscription customers, with the promise of a wonderful, specially-curated monthly ‘surprise’.

Assistant Professor of Marketing Hannah Chang from the SMU Lee Kong Chian School of Business specialises in research on consumer behaviour and marketing.  In this podcast, she discusses how consumer behaviour plays a part in the success of this business model, and elaborates on some of the critical factors necessary for subscription box companies to be sustainable in the long-run.