Top retailers like Volvo and Alibaba are fostering loyalty by offering services that make them invaluable parts of their customers' lives, launching programs like memberships offering exclusive experiences, rewards and support

Consumers’ relationships with their favored brands are evolving from transactional to service-based, as they increasingly expect brands to integrate into and enhance their daily lives. Companies are responding by offering connected services and support that add value and flexibility to meet their consumers' various needs and lifestyle goals, a value-driving strategy highlighted in PSFK's Future of Retail 2019 report.

In particular, brands ranging industries from automotive to home goods are launching loyalty programs that serve as supportive ecosystems for customers, removing the hassles of ownership and rewarding them with exclusive experiences, expert advice and exclusive rewards.

Care By Volvo
Automaker Volvo launched a subscription service for customers in the U.S. and Canada that bundles vehicle access and related services into one flat monthly fee. For $600 a month with no down payment, the nearly all-inclusive service encompasses the car lease on a $35,000 car, insurance, service, wear and tear, and roadside assistance—basically everything except the gas. Drivers can subscribe easily online or via the Care By Volvo app and upgrade to a new car for as little as 12 months.

Alibaba 88VIP
Chinese e-commerce giant Alibaba upgraded its 88VIP loyalty program to offer members access to exclusive rewards and experiences. Members can redeem the rewards across its popular platforms, both online and offline, including video-streaming hub Youku, on-demand delivery service Ele.me, movie-ticketing platform Taopiaopiao and music-streaming app Xiami. In order to encourage members to write reviews and shop within the Alibaba ecosystem, it charges those who interact more a lower yearly membership fee.

Wayfair MyWay
Online home goods retailer Wayfair has launched MyWay, a paid membership program that offers members free shipping on all items, even large items like furniture, along with access to exclusive sales and discounts on assembly and installation services. The program is available for a yearly fee of $29.99 and can be applied across the brands other e-commerce sites, Joss & Main, AllModern and Birch Lane.

These are just a few examples of how brands go the extra mile to add services that improve the customer's life. For the full details and inspiration from more retailers, download PSFK's Future of Retail 2019 report.

Consumers’ relationships with their favored brands are evolving from transactional to service-based, as they increasingly expect brands to integrate into and enhance their daily lives. Companies are responding by offering connected services and support that add value and flexibility to meet their consumers' various needs and lifestyle goals, a value-driving strategy highlighted in PSFK's Future of Retail 2019 report.

In particular, brands ranging industries from automotive to home goods are launching loyalty programs that serve as supportive ecosystems for customers, removing the hassles of ownership and rewarding them with exclusive experiences, expert advice and exclusive rewards.