Customer Case
From transaction to relation
How we helped Matas increase customer loyalty
Who are Matas?
Matas is Denmark’s largest retailer of beauty, skincare, and health products, operating 267 stores alongside a strong online presence. In 2021, Matas embraced the subscription economy and built on the success of their renowned free loyalty program, Club Matas, in collaboration with Subscrybe.
With Club Matas Plus, Matas has proven that paid loyalty delivers real results. Offering free shipping, exclusive discounts, and 3x points on all purchases, the loyalty program has increased purchase frequency, basket size, and monthly spending.
As one of Denmark’s leading retailers, Matas also offers more than 3,000 products on subscription and has built a free loyalty club with more than 2 million members.
Matas faced a clear challenge
How do you transition from being a traditional transactional business to building lasting customer relationships? We helped Matas embrace the subscription model and, in collaboration, we developed Club Matas Plus – a paid membership that fosters ongoing customer relations and strengthens customer loyalty.
The results speak for themselves
+120,000
paying members in 4 years
Significant
Increase in share-of-wallet
45%
more purchases
With Club Matas Plus, Matas has successfully integrated the subscription model as a powerful tool to build lasting and valuable relationships with their most loyal customers. The partnership with Subscrybe has demonstrated how a strategic approach to subscription models can drive growth and differentiate a traditional retail business in a competitive market.
Strategic development in collaboration with Matas
Over the past five years, we have been a close partner to Matas, supporting them from concept development to the implementation and scaling of Club Matas Plus. The process began with an in-depth analysis of Matas’ customer base and business potential, identifying opportunities to strengthen relationships with their most loyal customers through a subscription program.
During the development phase, we collaborated with Matas to create a concept that was not only appealing but also sustainable. We validated the idea through proof-of-concept and proof-of-business stages, involving potential members in pre-tests to ensure the inclusion of the right membership benefits. This approach ensured that Club Matas Plus was designed to meet specific needs and desires, providing a strong foundation for its success.
What does Matas say about our partnership?
The implementation of Club Matas Plus
The implementation of Club Matas Plus involved a detailed strategy to ensure the membership program became an integral part of both the daily lives of customers and Matas’ operations. We defined key KPIs to measure the program’s success and developed dashboards that provide the loyalty team and management with clear performance insights. Additionally, we helped design and optimize critical membership journeys to ensure a seamless and engaging experience for customers. A key business priority was increasing the share of wallet by encouraging members to consolidate more of their purchases with Matas—an initiative that quickly proved successful.
Test, test, test
To ensure that the solution hit the mark with the target audience, we conducted a series of product tests. We gathered feedback from users, continuously adjusted content and features, and ensured that both the value proposition and user experience were clearly defined before launching the final solution.
Continuing the great partnership
Throughout the process, we have continuously supported Matas with strategic advice and tactical initiatives, ensuring that Club Matas Plus evolves to meet the needs of both customers and their business goals.
If you want to know more about the process and how we can help you reach your goals, you can use the form below or contact Morten Suhr Hansen, CEO & senior Partner, at phone: (+45) 40 29 45 34 or mail: mha@subscrybe.com
Want to know more about what we do?
At Subscrybe we help you create or improve your subscription business, regardless of your starting point. We specialize in creating best-in-class customer experiences, preventing churn, and creating the technical and organizational foundation for operating a sustainable subscription business.
These are some of the areas that we specialize in:
How can we help you reach your goals?
Whether you’re thinking about implementing a subscription model, have a question, or need some guidance on subscriptions, you’re always more than welcome to contact us.
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