Members-Only Experiences
How token-gating unlocks value for loyal customers
Learn how a consumer goods brand used smart tokens as digital membership cards with a touch of exclusivity. Customers can use the smart tokens to unlock unique experiences, both in the digital world and in real life. As they are loyal to the brand and generate higher recurring revenue, their membership status levels up, with increased benefits.
The Story
A forward-thinking consumer goods company reimagined customer engagement. By introducing digital membership cards through smart tokens, the company provided customers with perks ranging from tempting discounts to early access to novel product lines, all before public release.
Traditional registration procedures that required sharing personal details were eliminated. Instead, on acquiring a product, new customers effortlessly received the smart token in their digital wallet. This made the sign-up hassle-free and opened seamless access to the advantages — while shopping on the brand’s website, visiting brick-and-mortar stores, and indulging in third-party exclusive experiences.
The Outcomes
- Heightened brand engagement and affinity.
- Solidified customer loyalty.
- Upward trajectory in customer lifetime value metrics.
How it Works
- Define a smart token with different membership tiers.
- Enlist associated privileges and guidelines, such as transfer rights.
- Issue the smart token to new customers after a purchase transaction or as part of a simplified loyalty program registration.
- Consumers can claim their membership smart token with just a single click.
- The customer now owns their smart token, which is added to their (non-custodial) wallet on the zblocks platform.
- A record for the customer gets created in the brand's CRM and associated with the smart token.
- The smart token emerges as a direct channel between the consumer and the brand, facilitating direct engagements such as polls, offers, or token-gated experiences.
- Through consumers' voluntary data sharing (zero-party data) and the brand's observations via the smart token (first-party data), the brand can gain valuable insights into consumer preferences and behaviors in a compliant and respectful way.
- With this enriched understanding of each customer, the brand tailors experiences, offers, and communications to align with individual customer needs.
- Customers can enjoy access to token-gated experiences or other benefits, all using their smart token.
- As the customer spends on transactions with the brand, shows recurring preference, or engages in other activities beneficial to the brand (such as leaving a product review, buying product accessories, or regular maintenance of a product), the brand can upgrade the membership to a higher tier with more benefits.