California-based home furnishing company Restoration Hardware (RH) has introduced an exciting new paid membership program that is most noteworthy for the manner in which it embraces the premium loyalty program model .
This new membership program, which will see the end of regular sales programs at RH, will invite customers to pay $100 a year for the privilege of being able to enjoy 25% discounts in all departments in addition to 10% off clearance items, early access to clearance stocks and lower interest rates on the Restoration Hardware credit card. This is somewhat reminiscent of rewards programs offered by the likes of Costco and Barnes & Noble.
This discount-offering membership program is clearly targeted towards the premium and wealthy demographic of customers who are able and willing to pay a three-figure membership fee up front in order to be able to enjoy consistent and perpetual discounts and rewards.
Discount-Focused Loyalty Programs
The New RH Membership Program Offers A Variety Of Privileges
Trend Themes
1. Premium Loyalty Programs - The rise of paid membership programs with exclusive discounts and benefits for premium customers presents an opportunity for businesses to increase customer loyalty and revenue.
2. Elimination of Regular Sales Programs - The shift towards discount-focused membership programs that replace regular sales programs provides an opportunity for companies to streamline their marketing strategies and create a sense of exclusivity for customers.
3. Early Access to Clearance Stocks - Offering early access to clearance stocks to paid members can create a sense of urgency and drive sales while incentivizing customers to sign up for loyalty programs.
Industry Implications
1. Retail - The retail industry can capitalize on the trend of discount-focused loyalty programs by implementing paid membership programs that provide exclusive benefits to customers.
2. Home Furnishing - In the home furnishing industry, implementing a premium loyalty program can help businesses attract and retain affluent customers who are willing to pay a membership fee for consistent discounts and rewards.
3. Credit Card - Credit card companies can partner with businesses offering discount-focused membership programs to offer lower interest rates on their credit cards, providing an additional incentive for customers to enroll.