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Data tracking company Numerator is out with a new analysis of the "omnichannel landscape of retail subscription models," concluding that "while Amazon Prime retains the highest satisfaction rate and Walmart+ has shown the fastest adoption, Target’s Shipt Everyday is breaking out with same-day delivery and capturing more trips, spending, and share from subscribers than Amazon or Walmart."

Some excerpts from the study:

•  "Nearly two-thirds of US households subscribe to a retail membership. Memberships are mainstream, with over 62% of households subscribing to at least one retail membership."

•  "Over half of U.S. households subscribe to Amazon Prime – 6X more than Walmart+. Although Walmart+ has gained rapid adoption (8.1% of households) since its 2020 launch, Amazon has the majority, with 53.6% of U.S. households subscribing to Prime. Shipt Everyday has a smaller share (1.3%) as it is available in limited markets."

•  "Shipt Everyday program outperforms despite limited availability. While all programs capture higher amounts of trips, spending, and share among their subscribers vs. all shoppers, Shipt Everyday outperforms its baseline metrics by 2x -– capturing 10.1% of their subscribers’ share vs. 4.3% of their total shoppers’ share."

•  "Most consumers subscribe to a one retail membership program. 80% of households subscribe to one program, 13.8% subscribe to two programs, 3.7% subscribe to three, and 2.5% subscribe to four or more."

•  "Amazon Prime wins renewal intent and satisfaction, but Shipt leads Walmart+ in both metrics. 80% of Prime members intend to renew, compared to 49% of Shipt subscribers and 48% of Walmart+ subscribers. Nearly three-quarters (74%) of Prime Members indicate high satisfaction levels, followed by Shipt Everyday (55%) and Walmart+ (46%)."

•  "Most consumers subscribe to a one retail membership program. 80% of households subscribe to one program, 13.8% subscribe to two programs, 3.7% subscribe to three, and 2.5% subscribe to four or more."

•  "Multi-program subscribers are more likely to be affluent, ethnically diverse, and values-driven. They are more likely to be Black or Hispanic / Latino, from larger households, buy on impulse, and are more aware of the corporate values behind the products they buy."

KC's View:

All three retailers have been hit in recent days because of profits that did measure up to expectations, or to quarterly numbers from a year ago.  I know there's not much we can do about this, but it is a shame that those numbers are seen by the markets as more important that some of these membership trends … since the success of these membership initiatives is the kind of thing that builds loyalty and sustainable connections to shoppers.