When we researched this market, we found 46% of UK consumers were very interested in becoming members of brand clubs, and one in five adults was already a club member. What’s more, 40% said they were prepared to pay for brand club membership and 21% would pay more than £100.
At the same time social media has made it more cost-efficient to run a club and keep members engaged.
Many more brands could add value for themselves and their consumers through brand clubs, creating the most powerful marketing force of all – an active community of passionate brand advocates.
Andrew Mitchell Head of Loyalty Solutions Arvato Loyalty Services