Drawing from the news of Spotify's upcoming subscription level, 'supremium', today's episode of Arta Asks Me Anything discusses subscriptions and why they're so powerful in retail.

Carl's take is that there is a larger trend of brands looking to build Customer Lifetime Value (CTV) as opposed to looking at Per Purchase Metrics and the market moving towards rewarding recurring purchases has incentivised businesses, from Disney to car manufacturers, to introduce subscriptions.

Whilst subscriptions weren't the norm 10 years ago, now there is great value for businesses to understand their cohorts and use data gathered to better personalise.

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