Dive Summary:

• Wal-Mart’s test for an online food subscription service has been scrapped.
• Initially launched through WalmartLabs in late 2012, the Goodies Co. showered subscribers with surprise food items at their doorstep every month for a $7 subscription fee.
• The service rewarded consumers for leaving online feedback about the theme-based food items they received through loyalty points—which could be redeemed for additional Goodies.

Dive Insight:

Wal-Mart was venturing into a competitive space, even for a big-time players such as itself. Several online services which launched as subscription-only services are revving up their efforts to turn subscribers into return shoppers through more traditional websites and increased product offerings. Naturebox.com, for one, is planning to offer full-sized portions of its food items later this year. Meanwhile, JustFab.com recently began allowing non-subscribers to purchase apparel through its website—​albeit at a higher cost than subscribers are offered.