Digital Membership Relaunch for an Outdoor Gear Co-op
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Problem
Paper-era membership, no returns
A 22-store outdoor gear co-op ran its membership as it had for decades: a paper card, an annual dividend letter, and little else. Members had no digital card, no visibility of their dividend between statements, and no reason to return between purchases. Younger shoppers joined at declining rates, and the co-op could not connect membership to buying behaviour.
Solution
Wallet passes and spend tiers
We relaunched the membership digitally: wallet passes for Apple and Google devices, a member portal showing live dividend balance and purchase history, tiered benefits unlocking with annual spend, and early access to used-gear sales and store events. POS integration recognises members at the till, and lifecycle messaging replaced the single annual letter with timely, personalised touches.
Measurable Impact
What changed after launch
Quarterly repeat-purchase rate among digitally activated members rose from 31% to 38%, while a matched non-activated cohort stayed flat
Dividend redemption inside the co-op rose from 64% to 78% of issued value in the first year
61% of active members added the digital membership card within 6 months of launch
New membership sign-ups grew 24% year on year, with under-35s the fastest-growing segment
Tech & Tools Used
What powered the build
Ready to Build your Outdoor Sporting Goods Retail Business with Loyalty & Membership Programs
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