Membership It is an adaptation of the English word membership. The notion, which can also be written as membership as accepted by the dictionary of the Royal Spanish Academy (RAE), is used in the American continent to refer to the condition of member of a group or organization.
Having a membership of a certain entity, therefore, is equivalent to being a member of it. The idea refers to a group specific to individuals who share certain privileges Y Rights, which are not available to those outside the set in question.
Free and paid memberships
The digital media They often appeal to the membership concept when they charge for access to their content. While all visitors to a website They can read some notes or fragments of them, only those who pay the subscription and become members have the possibility to enjoy the contents without limits or restrictions. Membership, in this case, makes the difference between a limited reading and a much more complete one.
Importantly, membership can be free. Suppose a supermarket chain decide to create one community of clients and launches a membership with special offers and promotions for its members. Thus, those who claim to have these benefits must complete a form with their data and, in this way, obtain membership free of charge. The initiative allows the company to directly reach people who are interested in its products with its proposals, while subscribers have advantages over those who do not have membership.
In other words, users or clients who access the membership become part of a special group, a category superior, so to speak, to the rest. This alone can be very tempting for them, as an added incentive to keep shopping in the same store. And this brings us to the concept of loyalty: getting customers to become “loyal” to a brand, service or product through certain privileges that are reciprocal to their relationship with the company.
Membership opens the doors to a number of advantages for both parties, which may well be given implicitly, without any subscription taking place, simply by means of eventual discounts each time the customer accumulates a certain amount on their purchases. However, making it official through the delivery of a card, or processes such as the accumulation of points and the delivery of discount coupons make it much more attractive to the client and generate a sense of responsibility.
At first glance, this strategy It is quite simple: a company offers its clients the possibility of accessing a higher category than normal, either in exchange for a payment or for free, but always with the promise of giving them access to a certain number of offers special, such as discounts on products and services or more eventual rewards in the form of prizes that may not be part of the catalog.
Ultimately, beyond the symbolic bond that the company establishes with the consumer, there must be a system of varied complexity. On the one hand, it is necessary to plan the way in which the membership will materialize: with a physical card, with access to a control panel on the Internet, using an application on the mobile, and so on. But it is also important to keep interest alive, and for that there are promotions of limited duration, which may or may not be related to certain national or international holidays: discounts on Black friday or Christmas, for example, with added benefits for members.