Building Community Around Customer Loyalty Programs

The world preaches loyalty, but how many brands actually live it? Last month, I got an invite to something called Summer Smash, 1st Phorm International's invite-only community event in St. Louis. Think three days of HQ tours, private pre-parties, high-energy workouts, rides, and live music from artists like Ludacris, Lil' Jon, Pitbull, and Steve Aoki. The whole thing sells out in under a minute each year. Pure community building at it's finest. I couldn't make it due to personal obligations, but here's what blew me away: they still sent me a surprise box packed with over 10 of their top products (proteins, apparel, energy drinks, protein sticks), plus a handwritten note that felt genuinely personal, not like a marketing ploy. We've gotten so caught up in digital tactics that we've forgotten about the power of high-touch moments that forge actual emotional connections. This kind of follow-through is almost unheard of in today's brand world. Most companies would've moved on to the next person on their list. But 1st Phorm gets something that a lot of brands miss: real loyalty isn't built through campaigns or offers, it's built through experiences that make people feel like they belong to something bigger. That's where lifetime value really takes off. Summer Smash is far beyond just an event; it's the kind of experience that flips the loyalty script entirely, where customers don't just buy, they simply belong. Here's what I think other brands can learn from this approach: ➟ Send unexpected value for no reason. A surprise product or handwritten note shows customers they matter beyond their purchase history. ➟ Build exclusive communities around shared values, not just products. Whether it's in-person events or virtual experiences, give your best customers something they can't get anywhere else. ➟ Create moments people actually talk about. A few hours with A-list talent or behind-the-scenes access beats another discount code every time. ➟ Lead with gratitude, not growth metrics. When thank-you moments drive your strategy instead of the other way around, authenticity follows naturally. The bottom line: loyalty is earned through emotion, experience, and belonging. If your brand isn't building that, you're just another transaction in someone's day. When did you last surprise your customers with something that wasn't even on your roadmap?

The key to creating a brand that people can't stop talking about? 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. But it’s not just about creating 𝘢𝘯𝘺 community. It’s about creating one that feels 𝐠𝐞𝐧𝐮𝐢𝐧𝐞. Your community should reflect a purpose, a cause that resonates and drives everything you do. So, how do you do this? 𝐂𝐫𝐞𝐚𝐭𝐞 𝐬𝐡𝐚𝐫𝐞𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬, 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.  ↳ Instead of just posting on social media, organize virtual or in-person events that align with your brand values.  ↳ For example, if you're a sustainable fashion brand, host clothing swap meetups or upcycling workshops.  ↳ This gives community members a chance to connect with each other and your brand in meaningful ways. 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐚 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲-𝐝𝐫𝐢𝐯𝐞𝐧 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐜𝐲𝐜𝐥𝐞.  ↳ Involve your community in the creation process.  ↳ Use polls, focus groups, and beta testing to let them influence product decisions.  ↳ Share the journey from ideation to launch, crediting community input. ↳ This not only improves your offerings but also gives members a sense of ownership and pride. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐚 𝐭𝐢𝐞𝐫𝐞𝐝 𝐚𝐦𝐛𝐚𝐬𝐬𝐚𝐝𝐨𝐫 𝐩𝐫𝐨𝐠𝐫𝐚𝐦.  ↳ Create a structured program where community members can earn increasing levels of recognition and perks based on their engagement and advocacy.  ↳ This could include exclusive product drops, BTS access, or even advisory board positions for top-tier members.  ↳ This incentivizes active participation and creates aspirational goals within the community. People don't want to be talked at. They want to be part of something real. Build a genuine community, and you won't just have customers. You'll have passionate advocates.

What if your product sales isn’t the end goal, but the starting point? That’s exactly how Lululemon is redefining loyalty! Lululemon’s paid Studio Membership isn’t open to everyone. It’s only available to those who own Mirror, their home workout device. What happens when you blend owned products with gated memberships? 📌 You raise the bar for brand engagement Only customers with deep product buy-in can access premium benefits such as exclusive workout content, in-store events, and 10% off. 📌 You create a loyalty loop Buy the product → Unlock perks → Use it more → Stay loyal → Buy more. 📌 You turn product use into habit The Mirror isn’t just a one-time purchase. With Studio Membership layered on top, it becomes a daily ritual, one that's tied to Lululemon’s ecosystem. 📌 You shift from discounting to value-building This isn’t about coupons. It’s about community, content, and identity, built around ownership. Here’s the insight for DTC and lifestyle brands: If your product is premium, your loyalty strategy should be too. → What if the access to your best perks was earned, and not given? → What if buying your product is the key to joining your most exclusive and engaged community? Because the future of membership and loyalty isn’t “sign up to save.” It’s “own the product, earn the tribe.” #lululemon #ecommerce #d2c #shopify