First, they don’t see themselves as just another subscription box service.  They see themselves as a modern concierge service that combines the best of convenience, control, and value. They offer a lot of ways to customize your box including choices for grain-free gourmet treats, options for toys-only or treats-only boxes, the ability to choose toys tailored to your dog’s chewing style, and offer a multi-dog option for larger households.
I have been a BarkBox subscriber for 4 years and have previously found them to be mildly inefficient but the billing is accurate, the toys are cute and the packaging is tidy. However, I recently placed a gift order to BarkBox and things have gone badly. I got a delivery eta of a week out. Package not received 2 weeks later, multiple (5) follow-up emails entirely ignored by BarkBox. Response that finally came cited “mass email” to all subscribers (never received, although I continue to receive lots of sales emails from BarkBox) and “ongoing warehouse inventory”, and hopes that the box will ship in the next week or so. There is no mechanism for expediting support requests, and the front line folks appear to working from scripts intended to appease and retain customers, regardless of whether or not the problem can be addressed.
So instead, BarkBox use this as a retention opportunity. Co-founder Matt Meeker started the service because his 150 lb. Great Dane kept destroying toys designed for smaller dogs. By designing boxes for different dog sizes, customers are more likely to get treats and toys that are tailored to their pet in the very first box. Therefore, they will continue to order.

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The BarkBox Dog Parent Survey was conducted by Kelton Global, a leading global insights research firm, between October 28th and November 4th, 2016 among 1,006 nationally representative Americans with dogs ages 18 and over, using an e-mail invitation and an online survey.  Quotas are set to ensure a reliable representation of the U.S. population 18 and over.
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