Promise boxes aren’t just for Stitch Fix and Blue Apron anymore.
Conventional retailers such as Target and Walmart are picking up on the trend and rolling out their own fee services for make-up, kids clothing, and athletic apparel. Building on the sensation of names like Birchbox, Dollar Shave Club, and Trunk Society, established brands like Gap and Under Armour hope they can make their own box model to woo shoppers.
If nothing else, subscription boxes proposal companies a treasure trove of data — retailers learn what details customers are responding well to, or what inventory should be phased out.
A underwriting service becomes attractive when companies can forecast revenue, but standalone professions (like Blue Apron) have also struggled to balance sales events against the steep marketing costs required to keep membership up. For Goal and Walmart, though, the boxes are only a sliver of their overarching concerns.
Here are 7 traditional retailers that have launched their own investment boxes: