How Empathy Will Drive Your Membership Sign-Ups!

You probably think that membership sign-ups are all about discounts, special offers, or just another way to squeeze loyalty out of a customer. 

My guess is…by the end of this read, you will have some things to think over. 😬

Sooo let’s see how well you know this marketing tool and how aware you are of its effectiveness. 

And before you think “oh well it’s not rocket science” it’s just setting it up and asking the cashier to say: “Are you a member or do you want to be one?” 

👀…Well then you are not really aware of where the real value is.

News for you: Membership programs are a massive KPI in retail now.

Why?

Membership sign-ups and programs in general, are a great opportunity to collect valuable data. Many big brands have tons of data on the lifetime value of a customer who is a member, while membership tracking allows them to understand member needs, optimize content, personalize e-mails, texts and overall communication. 

But wait, it doesn’t end there, we barely scratched the surface. 

Most of you know that memberships help you understand your demographic.

But there’s more to it than demographics. Their contact details unlock behavioral insights.

They reveal purchase history and habits, helping you analyze and predict future needs. With this data, you can create targeted campaigns that boost satisfaction, loyalty, and brand recognition. That’s the real gold of membership sign-ups.

Sounds good right? And how do you achieve a membership sign-up?

You need to form a relationship with your customer, and as with any successful relationship, understanding their behavior is key.

Why? So that you can make informed decisions and improve their experience in a unique way that will make you memorable.

Members don’t shop. They join.

When you become a member you become part of the brand’s ecosystem. 

And even if membership programs are so valuable, you would be surprised to know that there are many retail brands that still don't offer memberships - leaving millions walking out of the store!

 As Bain & Company proved years ago, improving customer retention by just 5% can increase profits by up to 95%. 

The link is clear: loyalty fuels membership sign-ups, and membership, when done right, builds profit.

How can you retain the customer? 

• By understanding their needs

• Personalizing their experience

• Learn their interests and preferences

• 
  

Even if you are a small business or a big retailer, you need this data in order to grow. 

And to my small businesses let me tell you this: use this as a marketing strategy and you will save a lot of money, instead of trying to create big campaigns with a small budget! 

Okay we covered the basics! 🤩 

Let’s take a step back. As great as memberships are, you need to understand the reason behind why someone would actually want to join.

Picture this: 

A customer walks in, feels unattended, looks around scattered and finally decides to shop. They are met with a disengaged employee trying to earn their paycheck. The employee asks from a place of obligation while barely looking at them: “Would you like to sign-up for our membership?” 

Would you say yes? 

Probably NOT. 

And even if you did because the product is SO good, not everyone will, and when you run a business you have to try your best with every single person that walks in and makes an effort to check out your product. 

What’s not working? 

1. Don't script the whole thing, it feels unnatural. 

2. Don't expect customers to scan a QR code on a whim

3. Don't sell the initial benefit which might be a 10% immediate sign-up

4. Don’t leave staff untrained or unprepared

Sounds difficult? It’s not! This is where empathy comes in, emotionality, human connection. 

Empathy is the driver that turns curiosity into commitment.

Empathy in every interaction - from tailored resources to caring touchpoints and thoughtful staff - shifts perception from just another day at the store to “there’s someone who gets me”.

Studies show that people who become members and have a successful experience as members are 11 times more likely to be satisfied — suggesting that emotional experience is powerful, even if not labeled directly as empathy. 

Ask yourself these questions:

• Why and how do people decide to sign up in the first place?

• How does empathy in communication, tone, and interaction lower resistance and make sign-up feel natural?

• How can staff, messaging, or brand experience spark that “Yes, I’ll sign up” moment?

Here are some helpful tips that you can use to create that spark in the customer. 

1. Change your mindset into thinking that all interactions with a customer can some day lead up to a successful relationship and a membership sign-up (maybe not today though, be patient)

2.Train your staff on empathetic outreach, every step of the way. And because this is a powerful one…we have a whole other article for this, check it out here.

3. It is important to ask the customer about their future motivations, their desire to shop at the brand. Try to understand them before trying to get their details and come off as invasive or indifferent. 

Imagine this: A customer is anxious to pay for a gift, having no interest in looking around or getting help from you whatsoever. 

I know we talked about how great sign-ups are, but if the customer seems completely uninterested, then it’s unlikely they will give their details anyway. 

And this is what I mean by saying “empathy” and human-centric approach. 

We are people talking with people. 

We can sense their energy and make the best decision, if only we make room to “see” past the practical part of the job.

4. You need to be crystal clear about email frequency and opt-in opt-out options. Honesty from the start matters and sets you apart from others.

5. Sell the REAL benefits. The ones customers will genuinely enjoy long-term. Most brands don’t make their members feel like the best. If they make the decision to sign-up, what is actually in it for them? And how is it different from a customer who didn’t join? 

These are some of the things you need to consider, whether you know some of these and can apply them, or whether you’re thinking of setting up a membership program, these are a game changer. 

Enough food for thought right? 

If you found yourself wondering how to incorporate more empathy and behavioral science in your store in order to drive up membership sign-ups, get in touch to discuss the right next step for your stores or to hire Kayleigh as a speaker.

🚀 Unlock the full potential of your team and store. 

Future-proof your customer experience with The International Retail Academy. In a sea of sameness, YOUR people and YOUR stores will finally stand out.