A quick online search about eCommerce membership benefits and perks shows hundreds of resources. But they’re all saying the same thing – discounts, offers, free-shipping. And these run-off-the-mill benefits aren’t enough for members, not anymore.
Customers expect members-only perks on eCommerce stores. In this blog, we take a look at membership programs from the customers’ perspective, which is more about psychology, exclusivity, shared value, and culture.
Read about member-only perks strategies for small, mid-sized, and large enterprise brands that can really make a difference to membership programs today.
Member-only perks for small to mid-sized eCommerce businesses
Typically functioning on small budgets and fewer resources, small and mid-sized businesses require a balance between value and cost when planning member-only perks for eCommerce. Here are some effective strategies:
1. Experience over discounts
Gone are the days when offering discounts was enough to attract members. Today’s loyal members expect more engaging membership perks, such as experiences and things that add value to them.
According to a research report, customers crave for:
- Emotional bonds – a sense of shared values and identity
- Social bonds – connection to communities
- Structural bonds – practical factors that make staying easier
- Financial bonds – incentives that provide tangible value
Here are some ways to offer experiential perks:
- Personalized recommendations, tailored content, and personalized communication
- Community experiences via exclusive member communities, forum, and events (online and in-person) that foster a sense of belonging
- Convenience via hassle-free shopping, fast deliveries, easy access to products and benefits, etc.
- Members also want a feeling of exclusivity by receiving unique and exclusive Shopify perks
Example: Ikea membership offers experiences such as free tea and coffee every weekend, just-for members food offers, free family workshops, and protection against broken products.
2. Leverage automated cashback and store credit
With automated cashback, you can return a percentage of money to your customers. You can do so either via cash or store credit. Automated cashback and store credits help in many ways – increase repeat purchases, and loyalty. Here’s what you can do:
- Offer a percentage of the amount customers pay as cash back. For example, 10% cashback on all purchases
- Offer store credit on every purchase, on special occasions (birthday, anniversary), and at times as surprise gifts
3. Design a tiered membership program
With tiered membership programs, you can offer multiple levels, each with specific perks and benefits. With this structure, you can incentivize spending to entice customers to progress to higher tiers, enhance customer retention, and loyalty.
Another way to manage tiered membership is to allow customers to choose their preferred tiers by way of a membership fee. This flexibility and freedom can make customers feel satisfied and exclusive.
Here’s how to go about tiered membership member-only perks for eCommerce:
- Low tier: Offer benefits such as discounts, points, and store credits on purchases
- Mid tier: Offer exclusive discounts only to these members, early access, and personalized offers
- Top tier: Offer premium perks, VIP access, dedicated customer support
4. Partner with complementing brands
The perks you offer today will become boring at some point. You have to keep changing and adding new perks. How do you do that? One way to do it is to partner with complementing brands and make them a part of your membership perks.
For example, if you’re a bicycle brand, partner with an accessories brand or sports wear brand. Offer discounts or gifts from these brands to your members. It not only increases your brand awareness, it also expands the customer base for both brands.
Do this:
- Offer early access to new launches of your partner brand
- Organize shared events exclusively for your members
- Partner with new brands from time to time to keep your membership exciting
- Offer discount coupons for the partner brand to your members
5. Automate perks delivery
Using technology to automate your membership program perks and benefits can not only streamline the process, but also enhance the membership experience for customers. Moreover, automating using an efficient Shopify membership app can save time, resources, and reduce manual work for your team.
Here’s how to use automation for membership perks delivery:
- Set up automated points, store credits, and cashback systems
- Send automated notifications and alerts for perks delivery
- Provide automated customer support to members via a dedicate chat widget
- Set up automated email marketing for perks delivery
6. Incorporate gamification
With game-like experiences via gamification, you can increase Shopify customer engagement, sales, and loyalty. Gamification involves fun games, instant rewards, challenges, badges, and other exciting elements.
For example, Nike ran the FuelBand campaign. The brand asked members to track their fitness progress to earn points and compete with other members. The gamified campaign led to community building and loyalty.
Here’s how you can offer eCommerce member-only perks via gamification:
- Offer points for purchases, product reviews, social media follow and engagement, referrals, etc.
- Automate badges for various actions, such as when members cross a certain shopping threshold, or when they complete a specific number of years of being members
- Improve relevance by personalizing gamification experience for members
- Run contests as part of membership gamification
7. Limit perks to high-value actions
While you want to offer members perks and rewards for many small actions, there’s another strategy you must try. Limit eCommerce member-only perks to high-value actions only. For instance, offer rewards only when customers make large purchases, or share successful referrals. This way, you can increase Shopify customer engagement and make customers feel more closer to the brand.
There are many benefits of this strategy. It enhances program sustainability, and makes members more valuable to your brand.
Here are some ideas for this strategy:
- Offer perks for large purchases only or free shipping on orders of large value
- Offer rewards to members who initiate successful referrals for the membership
- Offer perks to members who promote your brand via various channels
Member-only perks for mid to enterprise eCommerce businesses
Mid-sized to large enterprises usually have more budgets and resources to allocate to exclusive and premium membership perks. However, you can make your membership programs more valuable by using these eCommerce member-only perks strategies.
1. Offer exclusive, high-perceived-value access
To engage customers in membership programs of large enterprises, offer exclusive and high-perceived-value perks and benefits. For instance, you must think beyond rewards and points.
Here are some ideas:
- VIP access to new launches
- Dedicated support
- Priority shipping and handling
- Exclusive sneak-peek for to-be-launched products
- Exclusive content, webinars, etc.
- Customized solutions and experience
- Limited edition products
For example, BMW runs the program, Joy Ride. Members save money on service and maintenance. The best feature of the program is that savings keep increasing as the car ages. This increases member loyalty.
2. Multi-tier program with premium benefits
Design a multi-tier membership program that ensures high ROI. For instance, the different tiers should cater to different high-value customer segments. It should encourage repeat purchases and loyalty. Moreover, it should bring in predictable revenue via the different tiers.
But when you’re designing this multi-tier program, ensure you clearly identify the different customer segments, clearly communicate perks in each tier, and track membership metrics for each tier separately
Here are some ideas of premium perks and benefits:
- Offer access to limited-edition products, brand partnership offers that are not available to other tiers
- Member-exclusive events for each tier. For example, behind-the-scenes tours, exhibitions, VIP curated experiences, etc.
- Personalized experiences. For example, if you’re a fashion brand, offer the top tier members styling and personal shopping guide agent
Example: Nordstrom offers a four-tiered profitable loyalty program with exclusive perks for each level.
3. Data-driven personalization
In enterprise-level membership programs, you can take personalization to the next level. How? By using data. Your high-value members will expect special and exclusive membership experiences. By collecting targeted data, you can offer exclusive Shopify perks and personalized experiences.
Here are some personalized data-driven eCommerce member-only perks ideas:
- Customized gifts on special occasions
- Exclusive, luxury benefits
- Networking and meet and greet events with other members
- Exclusive resources and content based on members’ preference
- Flexible support and services based on members needs
- Personalized product recommendations
- Targeted discounts and exclusive bundles based on their past purchases
4. Omnichannel experiences
One of the advantages for enterprise-level businesses is the availability of budgets and resources to create comprehensive assets. For instance, when building your membership program, you can incorporate all channels and create an integrated system by investing in technology.
Here are some ideas to create omni channel membership experiences:
- Connect multiple channels – online and offline stores, apps, social media, etc.
- Maintain a consistent experience between different channels
- Use a Shopify membership app that can handle scalability
- Set up automated data analytics
- Provide an integrated omnichannels experience where activities on all channels are in sync
5. Recurring revenue models
The basis of a successful membership program is members make repeated purchases, engage on a regular basis, and have a valuable long-term and ongoing association.
To enable a recurring revenue model via memberships, here are a few best practices:
- Segment your members based on tiers, needs, preferences, and other parameters. Then create targeted recurring revenue models
- Communicate clear value propositions to your members and make sure they find value in the membership
- Enable multiple payment options. Flexibility leads to higher satisfaction and loyalty
- Integrate smart technology and membership apps to helps you manage memberships and recurring income
- Automate recurring revenue via your membership app
6. Leverage technology
It is easier for large enterprise and mid-sized businesses to incorporate and integrate membership platforms into their eCommerce systems. Leveraging technology can help automate processes, create seamless flows, lead to higher engagement, and overall a better membership experience.
Here’s what you should look for in membership tools:
- The ability to automate tasks and processes
- Scalability capabilities to ensure your business can grow
- Create different types of membership programs based on your market
- Offer innovative eCommerce member-only perks
How Appstle Memberships App can help offer member-exclusive perks
To run a successful membership program, you will have to think ahead of time; think like your customers; and beyond simple perks. Try the strategies that are relevant to your business and customers. Also, keep experimenting with new eCommerce member-exclusive perks ideas. Appstle is one of the most preferred membership apps for Shopify and Shopify Plus brands. The app provides a comprehensive set of features for small, mid-sized, and enterprise-level businesses.
Here are Appstle Memberships App key features:
- Exclusive member perks, such as content, discounts, VIP benefits, community, etc.
- Secure and stable memberships infrastructure leading to seamless functions
- 24x7x365 customer support
- Seamless integrations with third-party apps
- Customization via Appstle Enterprise Plans
If you’re looking to launch a new membership program or enhance an existing program, explore Appstle.
Install Appstle Memberships App on your Shopify and Shopify Plus stores today!
