Running a Subscription Box Month to Month

In the first month, a subscription box is all about getting the design right. By the third month, the focus has shifted to making sure everything runs smoothly. The dispatch date is set, the novelty has worn off, and the main concern is no longer ‘what should the box look like?’ but ‘will the boxes arrive in time for packing?’ 

Ordering packaging for a subscription box is different from placing a one-off order. You need a reliable supply of boxes for each monthly dispatch, even if the contents and design change from one month to the next. And because the box is part of the customer's experience, it needs to do more than simply protect the products inside.

'Subscription brands have an ongoing need for purposeful packaging. The box is often part of the unboxing experience and an extension of their brand, rather than simply something to ship their products in.' 

– Roisin Donnellan, Boxes To Go

We see three different problems surface. And, as with so many problems, it’s much easier to solve them when you’ve planned for them in advance. 

Reordering without running out

The simplest way to avoid a last-minute scramble is to order based on your dispatch calendar, rather than what your stock level is telling you.

Work backwards from the date you need to pack. Allow generous time for production and then even add a further buffer so you’re not reordering the same week you’re running low. We generally recommend allowing around three weeks for production, although the real figure depends on the box specification, the artwork and our queue of scheduled work. Timing is vital, so just ask us, and we’ll give you as much info as we can.

Look at these three things together:

• Forecast demand: how many boxes the next drop will need. Don’t forget to add any growth in subscriptions into your calculations.
• Current stock: what you have on hand, counted against the next dispatch, not against today’s date.
• Upcoming dispatch dates: the pack and ship dates for the next two or three months.

Ordering early isn't just about staying ahead of the game. It gives you room to manoeuvre if plans change. 

'Reordering before stock becomes critical gives everyone more flexibility and helps avoid unnecessary pressure.' 

– Roisin Donnellan, Boxes To Go

Getting everything laid out ahead of time means there is room to check a proof, to adjust a quantity, or to move something around if a date shifts (and at least one of these is likely to happen). Reordering when the cupboards are bare leaves none of that room.

For brands with predictable monthly demand, planning production around a forecast can also reduce the pressure of placing frequent last-minute orders. Where space allows, we can sometimes hold finished stock for a customer and release it as it is needed. That is something we assess job by job, depending on quantities, storage space and an agreed release schedule. If this is something you’d be interested in, make sure to raise it with us, and we’ll try to do our best to accommodate.

For the busiest weeks of the year, lead times behave differently, so you'll want to get your orders in well ahead of time. See our article on packaging for the Christmas peak.

Changing the design each drop

Many subscription brands want to give their customers a box that feels new every month: a seasonal colourway, a different illustration, a theme tied to what’s going to be inside that month. Let’s be clear: this doesn’t mean designing a whole new box each time.

If the structure and dimensions stay the same, you can keep the existing box format and just simply change what is printed on it. The artwork, the colours and the seasonal design can all change from one drop to the next. The size, the box style and the board are things that can remain fixed. That way, you can change things up each month without having to reinvent the wheel. 

How practical this is depends on a couple of things, like the print method, the materials and the production setup. This is where digital printing helps massively. It’s suited to changing the design between runs, so a different design each drop is easier to plan for. Minimum quantities per version will vary with the setup, so it’s a good question to ask your supplier before you commit to a monthly design change. 

The hard part is rarely the printing. In our experience, it’s the calendar. Brands we’ve worked with tell us the same three things again and again:

1. Getting artwork approved on time. A late sign-off pushes everything else back.
2. Proofs and colour expectations. The finished box might not look exactly like it does on screen, so make sure you approve a proof early on before production starts.
3. Having the boxes ready before dispatch. The design might be finished weeks ahead of schedule, but it still has to be printed and delivered before packing begins.

Fortunately, the fix is the same for all three: a fixed specification and a set approval process.

'Having a consistent specification and a clear approval process in place makes it much easier to introduce new designs without disrupting the regular ordering cycle.' 

– Roisin Donnellan, Boxes To Go

One box size, changing contents

Your products might change each month, but that doesn't mean your box has to. A few tweaks to the inside can make room for different contents. 

The key is to design the packaging around the whole range of products you expect to ship, and the level of protection each one needs, not just the external dimensions. Depending on what goes in, that could mean fitted cardboard inserts, dividers, trays or protective cushioning. By adjusting the inside, you can keep the outer box the same from one month to the next, making the ordering process that much simpler.

'For brands with changing monthly contents, a flexible internal layout can help accommodate different combinations while keeping the outer box consistent.'

 – Roisin Donnellan, Boxes To Go

A few things to check before settling on a size :

• Measure the largest and smallest item you expect across the next several drops, not just the first one.
• Decide what protects each item, and whether one insert layout can be used for multiple combinations of products.
• Check the packed box against your shipping method, so you don't run into problems when it's time to send it off. 

For more on choosing a size and fitting the inside, see our article on custom packaging inserts. 

We've seen this firsthand. One brand we worked with sent out a monthly box with different contents each time. By keeping the outer box the same, they could change what went inside without complicating each new order.

The spec sheet that makes a reorder quick

Once you've got all the details in one place, reordering becomes much easier. You can get a quote faster, avoid confusion and keep each order consistent. 

Here is a simple version you can copy and fill in yourself. Keep it with your artwork files and send it with each reorder.

On our side, every box has a unique reference code that follows the job from sales, to production, to logistics. Quoting it on a reorder is a simple but effective way to make sure everything runs as smoothly as possible.

The kind of brand we like to work with

One subscription brand we’ve got our eyes on is Good Pair Days. Here is why we would love to work with them: 

'It’s the combination of recurring orders, consistent volume and a strong focus on the customer experience.' 

– Roisin Donnellan, Boxes To Go

We set our sights on working with established and growing businesses across drinks, food, beauty, wellness, pet products and gifting, with regular monthly demand and room to build a long-term packaging partnership. The right volume depends on the box specification, the production requirements and how often a customer needs to reorder.

The person making the packaging decision varies. In a smaller business, it is often the founder. In a larger one, it might sit with operations, procurement or marketing. Whoever it is, the best situation is to have a supplier with good communication, consistent quality and a straightforward repeat-order process. That is the standard we aim for, and it is why the spec sheet above matters. It is the simplest way to make the repeat order easy for both sides.

In short

• Order from your dispatch calendar, and reorder before stock becomes critically low.
• Keep the external structure fixed and change the artwork, colours and finish for each drop.
• Size the box around the full range of contents, and use inserts to protect what changes.
• Agree a proof and an approval date for every new design.
• Keep one spec sheet and send it with every reorder.
  

A subscription box is a promise that arrives every month. The packaging that carries it works best when the ordering is as steady as the delivery.

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Running a monthly box and want one less thing to chase? We make custom packaging in Melbourne and keep track of your specifications, making it easier to reorder when you need more boxes. We’re about taking the time to listen and organise, not rushing at the last minute. Get a quote or talk to our team.