CHALLENGE
Decreasing acceptance of high prices for excellent quality.
WHAT WE DID
Analysis of the target group, market environment and customer offering. And a deep dive in details of the client’s services.
Results
The premium product also comes with a free premium service for customers. This was complex and therefore relatively expensive for the company. However, the vast majority of customers were unaware of this service.
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.
