With a two and three year-old, I know first hand how much of a nightmare shoes shopping can be. Queues are lengthy, shops are crammed and the whole trip can easily take an hour out of your day. Kids also outgrow shoes quickly, so you're constantly starting this experience all over again.

At its core, the success of a subscription hinges on having a real need for a product to be delivered frequently. Nike's move here works so well because the delivery service takes the pain out of a common parenting challenge and gives parents back the valuable gift of time. Beyond the practical benefits, it also creates a shared shopping experience that the family can enjoy and get excited about together. 

I love that the program 'builds in' the ability for parents to make a positive impact on the community through donation or recycling. I think a lot of us would relate to having the shoes we're collecting for donation stack up at the back of the cupboard, despite our best intentions. Streamlining this process, taking the heavy lifting away from consumers, and giving them an extra reason to feel good about subscribing to the 'club' is a smart move.

As online shopping increases, this kind of service experience has huge potential in Australia. It can easily extend beyond Nike and kids' shoes to any brand that identifies a challenge and can give back time to busy consumers. Smaller players can still stand out in the e-commerce space - if they are willing to be nimble and creative.