What: the possible merge of two trends that could create a new way to purchase and consume

Why it is important: retail needs to reinvent in order to stay relevant, and a way to make a business successful could be through “rundle”: a recurring revenue bundle

The term was coined after “recurring revenue” and ”bundle”, by Stern School of Business professor Scott Galloway. Three types of bundles have proven valuable on the long run:

• A bundle of different products increases its value through the perceived discount
• A pack including a less popular product is a way to get rid of worst sellers
• A pack including a new product is a way to have customers try while mitigating risks

Coupling this approach with a recurring revenue model is efficient, thanks to the perceived low monthly fee (liberating customers from the urge to use the rundle at its maximum).

Weaving these two concepts together, the rundle is born - a recurring revenue bundle. Galloway believes that brands will build and even partner with others to build these lucrative bundles by combining services and charging a recurring subscription.

The rise of the rundle: A new trend for subscription-based services