Included in the graph below for comparison are subscription services Dollar Shave Club and Netflix.įor companies like Blue Apron, customers capitalize on introductory offers only to cancel before a payment is required. Each major player in the industry suffers from unsustainable churn rates, estimated by analysts to be upwards of 70% after 12 months. While subscription meal-kits seemed like the perfect way to encourage convenient at-home cooking, none of them have found the “recipe for success”. The hidden customer churn problem and why it matters
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