From PSFK's Loyalty Debrief, here are three examples of how contemporary retailers are leveraging members-only access to develop stronger bonds with customers and fans

Now that consumers can easily search for a lower price elsewhere, loyalty program members are driven less by the promise of discounts and more by a desire to feel as though they’re part of an exclusive club with access to products and experiences that they can’t get elsewhere. The research supports this trend: When consumers feel connected to a brand, they are 64% more likely to be loyal to that brand and 76% more likely to buy over a competitor.

The following three examples showcase three retailers who are looking beyond loyalty points by creating an emotional connection, rewarding members with early access to new products and one-of-a-kind experiences that invite them into the world of the brand:

Nordy Club
Department store retailer Nordstrom revamped its loyalty program to offer members personalized service and experiences in addition to the traditional points system of its previous program. Members will get access to exclusive events, such as beauty and style workshops and fashion events, as well as services, such as alterations and house calls from Nordstrom stylists.

Marriott Bonvoy Moments
Hospitality company Marriott unveiled Marriott Bonvoy, a loyalty program that allows members to redeem points for one-of-a-kind culinary, entertainment and sports experiences. Members can choose from over 120,000 experiences in over 1,000 destinations around the world, such as a private cooking class with a Michelin-starred chef or access to a private luxury accomodations at the music festival Coachella. Marriott Bonvoy replaces the earlier programs Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest, allowing members to earn rewards across Marriott’s global brands through a single platform.

Vans Family
Skatewear brand Vans launched Vans Family, an experiential loyalty program designed to deepen the brand’s relationship with its super fans. Members receive access to exclusive contests and experiences, as well as previews of upcoming product releases. They will also have access to exclusive patterns which they can use to customize footwear and accessories. In addition to receiving points for purchases, members can also receive points for engaging with the brand, such as answering poll questions or sharing photos.

For more ways that today's brands are looking beyond transactional moments, evolving loyalty programs and exclusive offerings in order to better service consumers and deepen the relationship between them, download PSFK's Loyalty Debrief, out now.


Lead image: stock photos from Jacob Lund/Shutterstock

Now that consumers can easily search for a lower price elsewhere, loyalty program members are driven less by the promise of discounts and more by a desire to feel as though they’re part of an exclusive club with access to products and experiences that they can’t get elsewhere. The research supports this trend: When consumers feel connected to a brand, they are 64% more likely to be loyal to that brand and 76% more likely to buy over a competitor.

The following three examples showcase three retailers who are looking beyond loyalty points by creating an emotional connection, rewarding members with early access to new products and one-of-a-kind experiences that invite them into the world of the brand: