Unlock Customer Engagement with an Exclusivity Model

Our world is plastered in brand marketing — wherever people go, online or in real life, there’s always a product drop or flashy new company begging for their attention. So, how do you raise your brand above the fray?

The answer: Inveterate.

We can help you construct a membership program that creates a deep desire to be part of a premium, members-only experience.

Making customers feel valued and part of an exclusive community differentiates your products from the competition — and it consistently drives repeat purchases and LTV. Read on to learn how.

What is an exclusivity model?

Exclusivity models highlight members-only experiences that increase customer participation and heighten brand loyalty. This engagement strategy taps into the exclusivity effect, where a person’s desire for something reflects how much others want it and how rare it is. In other words, access to special perks makes customers feel special — and deeply valued by your brand.

Notably, any customer benefitting from this type of membership program is already a part of your best cohort of buyers, which is exactly who the exclusivity model targets. This is an unparalleled opportunity to delight your best customers, and the stakes are low because they’ve already invested in you. In turn, these customers are more likely to tune into your marketing efforts since they’re gaining more value from your brand than when they buy from your competitors. This kicks off a flywheel of growth. The more you invest in this cohort, the more pleased they are with your brand, and the more likely they are to keep purchasing.

Aviator Nation takes high-end exclusivity to the next level by nurturing its relationships with its best customers — especially since those people’s desire to wear the clothes is what makes the apparel cool. Aviator Nation’s VIP program ensures their most important customer group gets exclusive access to member-only products, an experience that’s the definition of exclusivity.

How to make the most out of an exclusivity model

Keep in mind that exclusivity is aspirational. People don’t just want to be cool, they want elite experiences that embody that rarified feeling. The perks in an exclusivity program need to meet or exceed that expectation.

Offer premium benefits and rewards

It’s not enough to offer people a single reward like a special discount or free shipping. For your program to succeed, they need to receive a combination of perks such that the perceived value far outpaces what they’ve paid you. These perks can include:

• Members-only experiences: Hunting, fishing, and outdoors brand Field & Stream offers its Premium 1871 club members early access to a music and more fest and biannual premium members-only hats — talk about surprise and delight!‍
• Special gifts: Flamingo Estate sends its customers four seasonal gifts per year, valued at far more than the $96/per year membership fee — each gift has a perceived value of over $40.‍
• Early access: Carnivore Snax offers its members exclusive access to new meat-based snacks — an attractive offering for their core customers who avidly follow product development.‍
• Free shipping: Aviator Nation’s “VIP Members Only” members don’t just get free shipping; they also get same-day order processing. This perk is a must-have in a luxury category, and it’s an elite perk not everyone can afford.

Link the price to the value of your offers

The price of your membership program should reflect the value of your exclusive offers. For example, if you offer four gifts with purchase per year that each have a retail value of $25, a membership fee of $80-$100 won’t seem too high.

Aviator Nation’s VIP program, for example, costs $39 per month, which may seem a bit steep to some customers. But for Aviator Nation’s customers — who have no qualms about spending $189 for the brand’s zip-up hoodie — that membership cost will seem pretty affordable. Gaining access to member-only products or getting first access to a flash sale, where products often sell out, is worthwhile. Plus, the perceived (and real) value reflects the premium status of the product and reflects the vibe of the brand.

Launch and customize the exclusivity model

Our foundational loyalty program combines the essential components of loyalty success with a flexible foundation you can build on. Members-only experiences, early product access, exclusive content access, and other perks come together to drive purchases and retention. We’ve perfected our loyalty programs over time, and customers like Aviator Nation have benefitted significantly.

And once you have a sizable enough membership base, you can test and iterate to optimize results. Then, we’ll help you customize the right program for your ideal customer.

One of the best parts is that none of this is set in stone. It’s easy to make changes, so you’re never forced to stay on any one loyalty path.

Sound like the engagement unlock you need? Book a demo