This master's thesis addresses the strategic management of online subscriptions within the
context of the growing subscription economy. The research problem stems from the challenges
companies face in subscriber retention and ensuring long-term profitability, where managing
customer churn is crucial. The aim of the thesis was to explore the strategies companies use in
practice to optimize subscriptions for the purpose of consumer retention and promoting growth.
For this purpose, the method of a qualitative case study of a company from the wellness industry
was used. Key findings indicate that systematic management of the entire subscription funnel,
including thoughtful strategies for acquisition (e.g., optimizing the purchase window, using web
modules), retention (e.g., longer recurrence intervals, tailored communication, flexible
cancellation options, payment optimization), and customer winback, significantly contributes
to reducing churn and improving key metrics, such as the ratio between customer value and
customer acquisition cost. The study confirms that data-driven decisions, continuous testing,
and adaptation are key to success, while also highlighting the importance of an ethical approach
for the long-term sustainability of the model.
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