Brands that run exclusive members-only loyalty programs are well placed to give their most valuable ambassadors the VIP treatment in return for greater consumer engagement.
There’s an exclusive association that many people feel when they become a member of a club. Being part of a private members’ club or an expensive gym is something to boast about. It’s this cachet that brands are attempting to tap into by creating their own clubs.
Coffee brand Nespresso has 7 million club members worldwide, which it calls a &ldquo....