In late 2019, Yankee Candle recognized that their consumers were just as comfortable shopping online as they were in brick-and-mortar stores. In response, the Massachusetts-based company determined that they wanted to meet their customers’ demand for an eCommerce experience by implementing a high-quality subscription program that offered unique promotions and reduced shipping fees.
The brand also recognized that a subscription offering enabled them to create a differentiated direct-to-consumer experience that would set them apart from other sites that sell their products.
Following the COVID-19 outbreak, the program’s growth accelerated, as it became more convenient for customers to purchase items online rather than in store. This led to Yankee Candle expanding their subscription offerings to include discovery/seasonal subscription boxes.