added by Mila Superstar · updated 2y ago
Fundamentals of modern loyalty
- True loyalty is emotional and irrational, and often at odds with our survival instinct. To achieve it, brands are better off with membership programs than the point schemes. Figuring out a good membership scenario is even more important today with a proliferation of subscription models, private chat rooms, and an ever-increasing costs of paid socia... See more
from From Loyalty to Membership by Ana Andjelic
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- The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.
from Outdoor Voices shows community only gets you so far by Dan Frommer
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