Subscription-based Loyalty Program Increases Revenue and Retention

Book Retailer Case Study

Objective

A large retailer of specialty books, in business since 1978, needed a solution that would help them better compete in the hypercompetitive online bookseller market.

With behemoth booksellers like Amazon and Barnes & Noble both offering membership-based loyalty programs, the company needed their own solution that would not only help them drive customer retention and subscription revenue but would also give their customers the best possible experience to ensure retention for the long run.

Solution

To better compete with Amazon Prime and the Barnes & Noble Premium Membership, the bookseller worked with ebbo to design, build, execute and manage its own premium loyalty program.

Consumers can opt-in and pay $14.95 per month for premium benefits including 10% cash back on all orders, free shipping and free return shipping rebates on all purchases at the brand.

In addition, program members can take advantage of benefits at 1500 other curated Marketplace retailers where they can enjoy free shipping and return rebates plus 5% cash back whenever they shop. This Marketplace is accessed through the member’s loyalty program account dashboard which encourages members to use the bookseller’s program more often.

To view their savings and rewards, members can log in to an online dashboard.

Results

The program has been successful and continues to drive subscription revenue back to the brand. The fact that most members are making repeat purchases is a testament to the VIP customer experience which was an important consideration from the start.

The white-glove customer service, managed on the backend by the ebbo team, gives the bookseller’s customers a more personalized experience that is hard to find at the giant online retailers.

After signing up for a trial period to try out the program, most trial members stay on board. And not only are most members coming back but their average order value has increased as well.