Pet products merchant Bark Inc. has generated $32.4 million in incremental revenue over the last three years by asking shoppers if they want to add additional products to their subscription boxes. Most recently, in its fiscal Q1 2022 June 30, 2021, the feature added $7.0 million in revenue, an increase of 173.5% in add-to-box revenue in its fiscal Q1 2021

Bark began offering this add-on option—which Bark calls add-to-box—in 2016, after customers continually asked to reorder a particular product or to add products to their monthly subscriptions, says Marilyn Yacobovsky, general manager of BarkBox. The more than 1.9 million customers who subscribe to the retailer’s BarkBok (regular toys and treats) or SuperChewer (more durable products) subscriptions can now use the add-to-box option.

To get immediate access to the rest of this article, sign up for a free Strategy Membership using the Join for Free button below. If you’re already a member, please sign in.

Want to read more?
Unlock Free Strategy Membership

Complete your free registration now to access this story and more in-depth reporting, data, and analysis

Already a member? Sign In