Subscription Revenue - An innovative and customer specific experience (Round 4)

France Project type: large Groupe Les Echos


The project involves a complete overhaul of the customer subscription experience for all Les Echos digital products – tailoring paywall strategies and subscription offers by means of two main levers: personalisation and upgrading.

The solution

The aims of this project are to increase new subscribers by 66%, decrease churn rate by 10 points and double digital-only subscriber revenue – all by 2020. Three significant projects are being carried out in order to achieve these goals: the rolling out of personalised paywalls, implementing machine learning in the conversion process and the creation of an enhanced user experience for subscribers - upgrading the most loyal customers.