Subscribers to BarkBox, the monthly delivery service that brings products tailored to your dog’s size and sensibility, snap photos or videos to post on social media of their dogs enjoying a fresh delivery. After all, nearly every piece of packaging and paper in the box reminds dog owners to use the hashtag #barkboxday—a trademark as consistent as their effort to infuse humor in every consumer interaction they have with Barkbox or parent company Bark.
Consumer products know that until you enter your card details, you haven't made the decision. There will be a drop-off at that point. So this allows them to capture you in their system even if you don't complete the purchase. If you sign up after this, great. If you don't, then expect nurturing emails over the next few weeks until you come back and get the box for your dog.
But the data also shows a wide range. The lower bound is under $15, while the upper bound is over $35. This means there is scope for BarkBox to “complicate” their pricing. Consumer products try and keep pricing simple to reduce the friction in the sign-up. This often leads to them leaving money on the table. Here, BarkBox has options at both the premium level and the lower priced level:
My pittie (Snoop, 55 pounds, 4 years) loves to destroy his toys, and the Chompster Mash toys from BarkShop are made with the intention of being destroyed. Even so, they tend to last much longer than the other plush creatures I buy Snoop—some for weeks! The three-eyed, squeaker-filled Goosie Goon is a good place to start. While they’re not cheap—especially considering that they meet the trash can before too long—they are the only toys that can keep Snoop occupied for hours. Bonus: BarkShop has a loyalty program called the Destroyers Club, where you can earn credits on future purchases if you share photos of your pup destroying these toys. Who doesn’t love sharing photos of their pup?
Emmy likes: The blue hippo toy is super durable and has a little slot where you can slip in some treats, which will keep Tico occupied for a wee bit when I leave the house. Also, wow: the appleberry treats smell like cinnamon cookies! (They're made from all-natural ingredients including applesauce, blueberries, honey, and cinnamon.) The jerky treats are "chippable," so you can break off just a little at a time, which is great for ~portion~ control or as training treats. Also, the "heavy chewers" box is just $5 more than the cost of a regular box, and it's customizable for common allergies; you can also email them if your pup's allergies aren't listed and they'll be happy to accommodate.
After launching in 2011, Barkbox saw more than $1 million in revenues per month after only 2 years in business. By February 2014, they reached $25 million in revenue per year. It’s no wonder so many other monthly dog box companies popped up after Barkbox’s initial (and continuing) success. Here are the features that make Barkbox a winner for you and your pooch:
"RescueBox is a monthly subscription of toys, treats, chews and more, that will make your pet fall head over paws in love with you! From treat lovers, to strong chewers, we hand-pick each box with your pet in mind. We put a great deal of thought into the making of each box and only use the highest quality products! We work with our charitable partners who are on the ground tirelessly helping animals that need your help the most." RescueBox offers Dog sizes: Small, Medium and Large and a Cat box.
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.
Earlier this year, Bark & Co (the company behind BarkBox and BarkShop started using Zendesk Message to manage their conversations from Facebook Messenger. BarkBox’s average response times decreased dramatically—from 60 minutes to 4 minutes—even as the number of conversations doubled. Today, the company is extending their support offering to Twitter Direct Messages to reach an even bigger audience with a unique and compelling experience.