Rent The Runway adds extra item to every subscription shipment

Rent the Runway announced that it is evolving its customer experience by permanently adding an extra item to every shipment of its iconic rental subscription program, the first move in what the company is calling its "Era of Extra" focused on continued investment in the customer. "We believe that there is strategic value in giving her more items in her subscription, because we have seen from years of testing that providing an additional item drives higher loyalty and engagement," said Jennifer Hyman, Co-Founder and CEO of Rent the Runway. "Especially at a time when consumers are doing the math on what they spend and many companies are taking away rather than giving back, we are confident that this is the right move for our customer and for our business. The more items she receives from RTR, the more she wears. When she rents more frequently, we believe that she is more likely to widen her use cases, share RTR more with her friends and be a subscriber longer."