A Technique to Increase Subscribers
Gating features and benefits behind a membership can lead to significant subscriber growth.
In this week’s newsletter, I’m going to talk about a powerful technique to increase repeat purchases: gating new and popular products behind a membership.
A few days ago, I stumbled across Go Brewing, a producer of non-alcoholic, craft beer. The non-alc market is on fire, but that’s a story for another day.
What I found super interesting was the structure of their membership program, Beer Club. Specifically, the way they only let members purchase new releases and popular products.
If you want the newly released light pilsner, for example, you need to be a member of the club.
At Bottle, we see meal delivery businesses successfully increase subscribers and repeat purchases using the same technique. By providing free delivery, special product access, and other perks, brands can consistently increase purchasing frequency.
So this week, think about what you can offer to your VIPs to reward and incentivize them to order more?
Of Interest
Sweetgreen, the salad chain with numerous locations in major cities, is gaining traction with their Infinite Kitchen concept that combines automation and in-person staff. The stock has been soaring since they discussed the efficiencies created in these human/machine blended stores on their latest earnings call.
Speaking of loyalty, sweetgreen also recently announced an annual membership plan. Similar to Amazon Prime, super fans can receive a number of perks and discounts by paying $100 upfront
On Deck: Shipping Coffee Chat
Eric Stein, co-founder of Mama Meals, will be joining us on 3/19 at 12pm ET to discuss all things shipping. Founded in 2020, Mama Meals has become a powerhouse in the postpartum meal delivery space. Eric will share lessons learned and best practices for shipping— from just starting to scaling to large scale, nationwide delivery.
Look out for the invite with webinar details in the next few days.