Saved by Mila Superstar
Fundamentals of modern loyalty
Find opportunities for recurring low actual cost and high perceived value rewards and recognition to keep customers coming back, build brand affinity, and create an emotional connection with customers
Forerunner Ventures • Your CAC doesn’t matter: Brands of the next decade will win with loyalty, not acquisition
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.
Dan Frommer • Outdoor Voices shows community only gets you so far
Some of the most successful, beloved and iconic brands of the past few decades are built on compelling and sophisticated loyalty efforts. However, for digital brands and consumer tech platforms on accelerated trajectories, growth has historically been synonymous with acquisition. Companies typically start to identify top customers and loyalty strat... See more
Forerunner Ventures • Your CAC doesn’t matter: Brands of the next decade will win with loyalty, not acquisition
Members love membership models because they fulfill powerful human drives—like needs for affiliation and prestige.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Subscriptions Is Perfectly Fine; But Community Can Give You More
Jacob Cohen Donnellyamediaoperator.comMembership isn’t just “subscription by another name” (though it’s often referenced that way), or about giving consumers access to a product. It’s participation in a larger cause that reflects what they want to see in civil society. In membership, there’s a different social contract or value proposition between the site and its members.