In simple terms, it's a fee-based loyalty program that offers 24/7/365 benefits that free programs can’t touch. It’s the exact opposite of a traditional loyalty program where customers transact first to receive benefits later. But premium goes beyond that simple definition. At its core, it's about putting your best customers at the center.
|TRADITIONAL LOYALTY||PREMIUM LOYALTY|
|CORE MODEL||Transaction first, benefits later.||Benefits up front that drive transactions later.|
|BENEFITS||Customers accumulate points for transactions.||Customers pay a fee in exchange for exclusive benefits.|
|PARTICIPANTS||An essentially random smattering of customers.||A brand's most engaged & valuable customers.|
|CUSTOMIZATION||One size fits all; typically, around points and discounts.||Brands choose the exact benefits they want to offer.|
|USAGE||Customers are trained to wait for discounts to shop.||Customers can engage with the program 24/7/365.|
|TYPICAL RESULTS||Gaming of points.||Increased engagement, AOV and frequency, organic loyalty.|
|Subway Sub Club||Amazon Prime|
Consumers want benefits that are important to them and they want to use them every time they shop with you. Traditional loyalty programs take time to rack up points, but premium loyalty is always on. The benefits are available to use immediately. There’s no need to make purchases over time for discounts later.
Customers join premium loyalty programs to access exclusive benefits. Retailers also benefit from an additional revenue stream that the membership fees generate. Equally important, retailers see increase order frequency, customer engagement, basket size, and brand advocacy.
There’s a lot more to consider with premium loyalty. From build to optimization to billing, you need a team that knows how to manage fee-based membership programs. Luckily, we have almost two decades of experience in helping retailers launch and manage successful programs.
If you want to start creating powerful loyalty moments, fill out the form below. One of our loyalty experts will reach out to you to start a conversation.