By Morten Suhr Hansen
More and more companies are launching loyalty programs and concepts these days. However, studies show that Danes have become increasingly skeptical of traditional loyalty programs, where consumers exchange their email address and marketing permissions for minor, almost insignificant benefits.
At the same time, we’re seeing growing interest in paid loyalty programs, where customers, in exchange for a (often relatively low) monthly fee, gain access to significant discounts and valuable perks.
In fact, one in five Danish households is subscribed to one or more paid loyalty programs. That’s one of the key findings from our extensive Scandinavian Subscription Survey, which we published in the fall of 2024.
That’s why, at Subscrybe, we have identified paid loyalty programs as one of the five most important subscription trends in our recent report, Subscription Trends 2025.
Paid loyalty programs actually create loyalty
But why have paid loyalty programs become so popular in recent years? The answer is simple: Because they work.
When customers make a financial commitment in the form of a monthly subscription fee, they are more likely to take full advantage of their membership. This means they buy more and buy more often. In retail terms, this translates to higher basket sizes and increased purchase frequency. The business behind the paid loyalty program will experience stronger customer loyalty, measured by increased revenue. In other words, they secure a larger share of the consumer’s wallet.
Paid loyalty programs are a powerful tool for strengthening the relationship between your business and your customers.
Let me illustrate this with two Danish companies that we at Subscrybe have helped achieve success with their paid loyalty programs.
Club Matas Plus and Aarstiderne Plus. Two strong cases.
Matas, Denmark’s leading health and beauty retailer, is a prime example of how paid loyalty works. Their Club Matas Plus is a premium version of their free loyalty program, which already has over 2 million members. With benefits like free shipping, exclusive discounts, and triple points on all purchases, Matas has successfully increased purchase frequency, basket size, and monthly spending. More customers consolidate their purchases at Matas to maximize their benefits and get the most value from their membership.
Another strong example is Aarstiderne, Denmark’s leading provider of organic and sustainable meal kits and groceries. Aarstiderne has built a highly successful paid loyalty program where members enjoy 10% off all purchases, whether it’s meal kits, groceries, or products from their farm shop and café. Members also get free delivery and packing of orders. With over 30,000 members, Aarstiderne Plus has become a proven strategy for customer retention, appealing to consumers who prioritize convenience, sustainability, and a healthy lifestyle.
How can you achieve similar results?
That’s the key question. In our strategic report, Subscription Trends 2025, we take a deep dive into exactly that. How to create a strong paid loyalty concept.
We highlight three essential factors:
- Create a clear and compelling value proposition. Ensure that potential subscribers can easily see that the value of the program far exceeds the membership cost.
- Use data-driven personalization. Tailoring the program based on individual preferences, purchase history, and behavior makes the loyalty concept more relevant and appealing.
- Define key “moments” in the membership journey. Ensuring the program encourages the right behavior at the right time is crucial for long-term success.Det er jo det gode spørgsmål. I vores strategirapport, Subscription Trends 2025, dykker vi dybere ned i netop dette! Hvordan du lykkes med at skabe et stærkt koncept for et betalt loyalitetskoncept.
So, our message from Subscrybe is clear: If you want a bigger share of your customers’ spending, don’t rely solely on a traditional loyalty program. At the very least, consider combining it with a paid subscription model.
Want to explore this topic further? Download our strategy report here.
