ABSTRACT
Life subscribed is a new behaviour space, and the challenge of creating new behaviour spaces is in imagining and defining new business opportunities. Fully subscribing to grocery or home staples as a service is a transformation of behaviour that needs a few bridges before it reaches the mainstream as the infrastructures of the supermarket ecosystem repurpose themselves. Instacart's business model is simple: users place orders and make payments via the online platform, and have the option to choose from which stores they want to purchase what goods. This model is a bridge that allows traditional food retailers to still be involved-Instacart has agreements with Whole Foods, Safeway, Costco and more. In the subscription model a user needs access to only one touch point, and that is the service provider's interface, where the order is placed and the payment is processed. The ultimate benefits of a subscription model are peace of mind and free time.
