When seeking to ignite repeat customers and build an engaged, loyal audience, brands are increasingly turning to membership programs. Many of them are working; Nike reports that NikePlus members spend three times more overall than non-members, while Ulta members are responsible for an incredible 95% of the beauty retailer’s sales. Programs are popular; 62% of consumers feel that they add value. That said, engagement needs work, with Mintel noting that over half of memberships are inactive. Consumers are seeking flexibility with their programs and expect an excellent experience. Notably, 76% of younger consumers will give brands only two or three chances before ceasing the relationship. As we portray below, successful loyalty is driven through multidimensional programs, delight, shared values, price, and quality.
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