What a members’ club is
A members’ club is a programme where customers move up a tier based on what they buy or how often they come. Each tier has better perks. It’s what airlines and hotels do with their gold and platinum cards, but adapted to a local business.
Why it works
- Recognition. We all like to feel like special customers.
- Goals in sight. «€40 more to reach gold» is a reason to come back.
- You reward those who deserve it. The daily customer gets more than the once-a-year one.
How many tiers
Three is ideal: an entry tier, a middle one and a top one. With more, customers can’t remember which one they’re in.
| Tier | How to reach it | Example perks |
|---|---|---|
| Member | On sign-up | Points per purchase and a birthday gift |
| Gold | €300 a year | 5% fixed discount and offers before anyone else |
| Platinum | €800 a year | 10% discount, priority booking and a treat once a year |
Perks that don’t cost much
The best club perks aren’t always discounts:
- Early access to sales or new arrivals.
- Priority booking or a reserved table.
- A members-only product or service.
- An invitation to a tasting, a launch or an event at your place.
- Personal service: the team knows who they are.
Examples by industry
- Restaurant: gold members get dessert included and book first on special dates.
- Clothing store: access to sales 24 hours early and free alterations.
- Hair salon: platinum members choose priority times and get one treatment a year.
- Wine shop or bookshop: exclusive tastings or book launches.
How to get started
- Look at how much your best customers spend a year and set the tiers accordingly.
- Choose perks you can sustain without losing money.
- Make the tier visible: on the customer’s phone card, with its colour and what they need to move up.
- Review the tiers once a year.
With the Fidelizando members’ club the tier is calculated automatically and the customer sees it on their card. For more ideas, see the loyalty strategies.
Frequently asked questions
What is a members’ club in a business?
A programme where customers move up a tier based on what they buy, with better perks at each tier.
How many tiers should a club have?
Three is usually ideal: entry, middle and top. More tiers confuse customers.
What perks should VIP customers get?
Besides discounts, early access, priority booking, exclusive products and members’ events.