Reference table
One-time purchase vs replenishment charge: what research can see
A comparison of what a one-time purchase and a repeat subscription charge give a researcher: a person who chose, a memory of choosing, a moment to sample, a way to complain, a timely signal and something to test. The replenishment column has almost none of them. Use it to explain why subscription teams need different research, such as asking active subscribers to choose again.
Where this appears
What's in this reference table
| Property of the purchase | One-time purchase | Replenishment charge |
|---|---|---|
| A person chose it | Yes | Once, months or years ago |
| The chooser remembers choosing | Usually | Frequently not |
| There is a moment to sample around | Yes | No |
| Dissatisfaction has an outlet | Abandon, return, complain | Cancel, eventually |
| The signal arrives near the cause | Yes | Delayed by one or more cycles |
| You can run a test on it | Yes | Not without an impression to vary |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/one-time-purchase-vs-replenishment-charge-table"><img src="https://www.koji.so/visuals/one-time-purchase-vs-replenishment-charge-table/one-time-purchase-vs-replenishment-charge-table.png" alt="Table comparing a one-time purchase with a replenishment charge on six properties, from whether someone chose it to whether you can test it." width="1200" height="752" /></a>
<p>Source: <a href="https://www.koji.so/visuals/one-time-purchase-vs-replenishment-charge-table">One-time purchase vs replenishment charge: what research can see</a>, Koji</p>
