Dutch department store chain HEMA wanted to introduce a subscription model, which they had never done before. This meant launching a completely new business model operation. Their online systems, administration, and distribution center were not yet equipped to handle recurring orders.

Another challenge was that HEMA didn't have a suitable pricing model. Subscription models have different financial dynamics than traditional sales models. Margins increase over time, but sales costs can be higher upfront.

We helped HEMA design and build a complete subscription system for diapers from scratch, called Babybox.

We made a number of changes to HEMA's systems and processes to prepare them for the new subscription model, including adjusting the online systems, ensuring the administration was prepared, and helping set up the distribution center.

Additionally, we developed a subscription model, implemented an automatic payment system and made order inclusion possible.