CHALLENGE
Declining willingness to pay high prices for excellent quality.
WHAT WE DID
Analysis of the target group, market environment and customer offering. And a deep dive into details of the client’s services.
Results
The premium product included a complimentary high-end service for customers. While this offering was complex and relatively costly for the company, most customers were unaware it even existed.
Our proposal: A prestigious, paid premium club whose members would have exclusive access to previously free but unknown services.
Our services: structure, design, naming, communication, content.
Outcome
The Premium Club has been a huge success among its target group and has been enthusiastically received.
In the first year alone, club membership fees accounted for 7% of total revenue.
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