Brands & Behaviors Brands & Behaviors

Are you in control of your subscriptions?

Klaus Miller explains how auto-renew subscriptions impact consumers and why fairness may pay off for firms long-term.

4 minutes
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Transcript
Klaus Miller
Prof. Klaus Miller
Assistant Professor - Marketing
Audio reading
A - A +
Key findings
  • Les consommateurs sont réticents au renouvellement automatique des abonnements, ce qui limite la fidélisation à long terme.
  • Les avantages à court terme du renouvellement automatique peuvent se révéler contre-productifs sur deux ans.
  • Des politiques d'abonnement équitables et transparentes renforcent la fidélité des clients et augmentent les profits des entreprises.
  • Les décideurs politiques et les entreprises peuvent faciliter l'accès à l'information pour les consommateurs grâce à des rappels et à une résiliation simplifiée.

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Klaus Miller
Meet the Author
Prof. Klaus Miller
Assistant Professor - Marketing

Klaus Miller is Assistant Professor of Marketing at HEC Paris and Chairholder at the Hi! PARIS Center on Data Analytics and AI. He shows organizations and policymakers how digital platforms and privacy rules reshape consumer behavior and company strategy in today’s data economy.

His work bridges...

Audio reading
A + A -

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