The fundamental shift over the last few years is that customers have become fatigued by the endless "subscribe and save 10%" offers. As Dileepan Siva explains on Ecommerce Coffee Break, the industry is moving past simple discounts and toward true membership programs. This subscription fatigue means the old playbook of just offering a recurring discount isn't a strong enough retention tool anymore. Consumers don't just want a transaction; they want a relationship and expect to feel like insiders.
This shift means purely transactional perks are losing their power. A simple percentage off is easily copied and doesn't build a real moat around your brand. As the host of Shopify1Percent points out in "The Modern Buyer Brain," customers have come to expect something more, something real that isn't just a discount or points. Relying on these alone is a defensive move that no longer creates the loyalty it once did. Brands that only offer a discount are finding it harder to reduce churn.
The most effective perks now confer status. The concept of "VIP pricing" came up again and again across different podcasts. It’s a subtle but powerful shift from a "10% off subscription" discount to "members get 10% off everything, always." It reframes the entire relationship. Suddenly, I’m not just a subscriber to one product; I’m a member of the brand with special privileges on every single purchase. The host of the Shopify1Percent podcast makes the point that this is one of the best ways to make subscribers feel like true members, because they get different pricing than everyone else.
Beyond pricing, access is your most powerful tool. Kurt Elster made a great point on Shopify1Percent that members should get access to new flavors or products before anyone else. This creates scarcity and makes your members feel they are part of an inner circle. It's a low-cost, high-value perk. This can also extend to member-exclusive products that the general public can't buy at all. This isn't just about a discount; it's about providing something unique that only membership unlocks.
Some of the stickiest benefits have nothing to do with the product itself. Chris George on Honest Ecommerce talks about building experiences and relationships, and a perfect way to do this is to add a layer of non-product value. This could be exclusive content like how-to guides, video courses, or access to a private community group. It provides a reason for a customer to stay with your brand even if they want to skip a shipment. It also creates a community, which is incredibly difficult for a competitor to replicate.
You should audit your program and ask if your perks are creating status and community or just offering a simple discount. As a first step, consider layering in one new "non-product" value add, like a simple piece of exclusive content. A more powerful move is implementing VIP pricing. The psychology of seeing a lower price than regular shoppers is a constant reminder of the value of membership. Finally, Kurt Elster shared a fascinating stat: 92% of subscribers want more opportunities for one-time add-ons. You should actively give your members exclusive offers to buy more from you, because being a member makes them want to deepen their connection with your brand.
