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Membership Has Lost Its Magic
Once upon a time being a ‘member’ felt special, it came with a feeling of exclusivity, identity and belonging. But today, consumers are signed up for everything: retailers, supermarkets, insurance providers, toilet roll deliveries, chilli sauce boxes, novelty underwear subscriptions…the list goes on. Membership now feels like something you accumulate rather than exclusive and premium. Mintel reports that 58% of consumers hold four or more retail loyalty cards. At this level