The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

INTRODUCTION: THE WHY OF FOREVER

I just ordered a new electric toothbrush.

We Kellmans are prolific plaque producers, so I usually go for the most expensive one, with all the bells and whistles. When I saw that the Oral-B Pro 6000 has Bluetooth and is “smart,” I was hooked. In addition to buzzing every 30 seconds to move me to the next quadrant, the Pro 6000 has a mobile app that tracks where, how much, and how hard I brush. There are different programs to achieve specific goals, like whitening teeth or caring for gums. There’s a camera feature I haven’t figured out yet, but I’m guessing it allows communication with the “experts” at Oral-B who can give feedback on how I’m doing, when I need a new brush head, and what additional products might ...