In today’s competitive eCommerce space, clothing brands are increasingly turning to membership models to build customer loyalty and create recurring revenue streams.
Umai Clothing has a well designed Shopify membership program that helps engage customers, increase customer lifetime value, and strengthen its brand positioning.
In this blog, we explore the structure, benefits, and strategies of Umai Clothing’s membership program called Umai+. We share effective strategies used by the brand and actionable points to apply to your Shopify membership programs.
What is the Umai+ membership program?
Umai Clothing offers a membership program called Umai+. The membership program offers discounts, store credits, free shipping, members-only exclusive products, and most of all, a member community.
Umai+ has built the program with a strategy to create strong emotional connections with its members, enabling them to be a part of a community of like-minded people, who receive exclusive perks from the brand.
Umai+ is priced at $99 annually. This annual billing cycle ensures long-term revenue and customer value.
Umai+ Shopify membership program features and takeaways
1. Offers a discount on all purchases for members
While most brands offer 5 to 10% discount to its members on all purchases, Umai+ makes discounts attractive by offering a substantial discount of 20%.
This high discount helps the brand to motivate members to make more purchases, makes the steady sales revenue flow a sustainability strategy for the business, and generates more engagement opportunities for the brand.
Moreover, the high discount nullifies the membership fee over a period. Members save much more than what they paid for the membership fee. With this strategy, the brand provides immediate satisfaction as customers get returns after making a few purchases.
Key takeaways:
- Offer a significant amount of discount
- Makes customers feel satisfied with the savings
- Focus on your membership pricing and discounts strategy
- Continuously optimize your pricing and discount strategy
- Create dynamic pricing for membership models
2. Offers early access to new collections
When customers are made to feel special, their loyalty to brands increases. Moreover, this feeling of exclusivity enhances their experience. Members may even become brand ambassadors, referring new potential members and spreading a good word about the brand.
For clothing brands, an exclusive eCommerce membership perk is to offer early access to new collections. It can be an ongoing strategy. As fashion trends keep changing with seasons, clothing brands have an advantage of launching new collections, and maintaining excitement for their customers.
Umai+ members get exclusive early access to the new collections and limited-edition products. This brings a sense of privilege and insider status for its members. It also adds a feeling of urgency around the new products.
Key takeaways:
- Make members feel exclusive and special consistently
- Generate excitement by creating exclusive offers
- Build a sense of urgency through these strategies to increase sales
- Create early-access campaigns for members
3. Offers member-only products
To make their Umai+ members feel special, Umai clothing offers them limited-edition and members-only products. The brand ensures that customers outside of the membership program do not have access to these products.
This brings a heightened sense of exclusivity as well as becomes a key differentiating factor. The member-only products strategy adds FOMO by creating collectible items. It gives a sense of adding unique value that can’t be purchased elsewhere.
Key takeaways:
- Offer limited-edition products making them more exclusive and desirable
- Create a buzz about member-only products on social media, this will help attract more potential members
- Offer personalized membership benefits exclusive to members
4. Offers free shipping
One of the biggest causes for cart abandonment is shipping costs. Customers tend to reverse purchase decisions when there are shipping costs involved. Umai+ members get free shipping on all orders. This reduces a significant amount of cost and encourages frequent purchases. It can also drive more impulse purchases.
Key takeaways:
- Offer free shipping on all orders
- Offer same-day shipping if possible
- Ensure you partner with a premium logistics partner for your Shopify membership program to ensure a smooth experience
5. Offers dedicated customer support
With membership programs, customers engage with brands for a long-term, and hence they expect efficient customer support as they are special customers. By offering top notch customer support that is helpful, prompt, and seamless, brands can enhance brand perception.
Umai+ members receive a VIP experience when they reach out to the customer support. The brand wants to build stronger relationships with customers by providing personalized attention. By addressing their specific concerns individually, the brand ensures customer satisfaction.
Key takeaways:
- Consider member support to be a key part of your Shopify membership program
- Enable various communication channels for customer support
- Create AI-driven member engagement by automating customer support using AI chatbots; train AI to know when to transfer chat to a human agent
- Ensure a two-way conversation on all channels as a form of personalized membership benefit
6. Generates predictable revenue through membership fee
Umai Clothing’s Shopify membership program provides the brand with revenue through the monthly or annual fee. This predictable revenue improves cash flow, reduces dependence on fluctuating sales, and enables better financial forecasting.
Many brands prefer to offer memberships for free in order to increase sign ups. However, Umai+ does not hesitate to charge members. Members can pay monthly or annually. This ensures only serious customers sign up for their membership plan.
Key takeaways:
- A membership fee ensures only serious customers sign up
- Offer different tiers of memberships to cater to more customers
- Billing annually can help reduce administrative costs and ensure predictable revenue
7. An FAQs section for clarity
The Umai+ membership page has an FAQs section that answers basic questions about the membership. Customers looking to sign up can easily go to the FAQs section to gather information and details about the membership program.
This section answers questions such as, how the store credit system works, how to cancel the membership, and how to become a member of Umai’s Shopify membership program, among others.
Key takeaways:
- Make it easy for customers to find information
- Add all important questions and answers in the FAQs section
- Provide an option for customers to contact you if they have more questions
8. Data and insights from Shopify membership program
Umai Clothing uses Appstle Membership App for its membership program. The brand collects and analyzes data from the program to enhance customer loyalty and retention. Using AI for membership retention has many benefits.
Data and analytics help brands understand members preference and needs better and provide tailored and personalized recommendations and offers. AI retention systems in-built in Shopify apps help reduce churn by automating churn management.
Key takeaways:
- Use a Shopify membership app that has AI capabilities
- Set up automated AI systems to reduce churn
- Ensure continued engagement with customers via automated marketing features
- Offer personalized incentives and offers to encourage repeat purchases
9. Comprehensive checkout page
To become Umai+ members, customers simply need to add the membership to their shopping carts, make the payment and complete the process.
The brand shares multiple product recommendations on the checkout page. Adding the recommended products and merchandise is easy. Customers can simply add to cart and complete the checkout process.
Key takeaways:
- Create an easy checkout process
- Display recommendations, discount options, etc.
- Offer multiple payment options
Key learnings from Umai+ Shopify membership program
Umai Clothing’s membership program offers many lessons that can be applied to not only fashion and clothing memberships, but other industries as well. Here are the key learnings you can apply to your membership strategies.
1. Have a strong value proposition
When planning your membership perks and benefits, ensure you have a mix of discounts, experiences, savings, and more. If you have a membership fee, balance it well with valuable benefits by offering exclusive eCommerce membership perks.
2. Ensure a strong ROI for members
Your Shopify membership program members should see tangible savings and monetary benefits out of their engagement with your membership program. Combine monetary and experiential benefits.
3. Keep the membership structure simple
Umai+ has a single membership tier. If you want to have multiple tiers, ensure it is simple, and customers do not get confused or face decision fatigue, even if there is dynamic pricing for memberships. Ensure you have an efficient Shopify membership app to help you manage a multi-tiered membership model.
4. Prioritize exclusivity
Umai+ members enjoy members-only products, early access to new collections, special customer support, and a community feel that makes them feel special and builds loyalty. Ensure you offer VIP treatment and experiences to your Shopify members.
5. Leverage AI and automation
In today’s fast-paced and highly competitive eCommerce space, AI-driven member engagement is a must. Utilize AI, automation, data and analytics. Create personalized experiences, reduce your administrative costs, and manage your membership program efficiently with the help of new and advanced technology.
6. Clear communication
Use features such as FAQs, chatbots, easy communication access, multiple communication channels, engagement campaigns and more for consistent communication. Moreover, ensure there’s clarity in communication.
How to set up an efficient and profitable Shopify membership program?
While you may have big ambitions and great ideas for your Shopify membership program, if you do not set it up well and if you do not manage it well, you might struggle to keep it afloat.
To efficiently and seamlessly manage your membership program, you will need to partner with a Shopify membership app that provides comprehensive features for marketing, customer management, communication, automation, easy integrations, etc.
Appstle Membership App offers a comprehensive set of features that not only help Shopify and Shopify Plus brands set up a strong base for membership models, but its advanced capabilities also ensure that you are always relevant in the market.
