Creating the automatic customer; how do companies transform frequent buyers into subscribers?

Sammanfattning: Creating the automatic customer; how do companies transform frequent buyers into subscribers? This paper examines how companies transform their frequent buyers into subscribing to the product they are frequently buying, assuming this is a priority for companies, since it is assumed to lead to higher revenue in the long run. The paper uses different sources for mapping company communicational behavior, interviews and test-runs are the primary sources of information. According to the data and existing marketing theory, companies transform customers primarily by communicating customized relevant benefits of subscribing with precise timing related to the customers previously mapped purchasing behavior.