Digital loyalty & membership cards: The key to customer engagement

Like almost every industry, the membership cards we use on a regular basis have transformed from the physical card to now being available in a digital form, taking away the need to rummage through a wallet or bag. These days, membership organisations are able to embrace the ease and convenience of digital membership cards – allowing for fast, easy, and instant connection to membership data.

Gone are the days of wallets busting at their seams due to the number of membership cards your customers have subscribed to in order to receive member benefits or points. Now, thanks to technology, all your members cards can sit conveniently in their mobile phone wallet, or in digital card applications.

As consumers strike an increasingly tight relationship with their favourite brands, are you sure that your brand is making it as easy as possible for your members to engage and interact with your brand or membership organisation? A digital membership card could be the key to unlocking plenty of marketing loyalty opportunities for your organisation and your members.

What is a digital membership card or loyalty card?

As the name suggests, a digital membership card is a cost effective, environmentally friendly, easy to use, digital membership card for just about anything you may have held a physical membership card for previously.

From gym membership, frequent flyer programs, retail loyalty cards, insurance fund cards, sporting club memberships – you name it, there is a digital membership card for it.

How does a digital membership card work? How do members access and use it?

Consumers can use digital membership cards in pretty much the same way they use their physical counterparts. Digital membership cards typically have a barcode or QR code that can be read by the point-of-sale systems or door/gate access code readers, allowing members access to a physical premises, discounts, rewards, special offers - whatever it is your organisation would like to provide for your members.

To use a digital membership card, an individual simply pulls out their phone, scans their digital card and their membership details are instantly connected with the membership system. 

Depending on the organisation, a member can access their digital membership card on their smart phone or smart watch via a digital wallet. In other cases, there are digital card "storage" apps that can be downloaded to their phone by members, for a seamless process.

In this day and age, the vast majority of people have their phones with them all the time. When a digital membership card is stored securely to an individual's phone, they always have their card with them when they have their phone.

Benefits for organisations providing digital cards to their customers

Physical cards are not only being phased out, but can be costly and are often the first thing to be taken out of your customer or member's wallet should it start getting a little crowded.

The key benefits of a digital card are that they are less likely to be misplaced, or even thrown out and are thus more likely to be used. As consumers become more aware and increasingly active in the use of digital cards, they are more likely to accept your digital card as it’s not taking up valuable real estate in their wallets.

The cost both in monetary terms to produce physical cards, as well as the environmental implications of phasing out physical cards are significant. While a single physical card may not look to take up too much space, think about the five or so that you have in your wallet or purse, then consider the 20+ million Australians, or the billions of people across the world – that is an abundance of physical cards in landfills.

Going digital with your membership cards is easy with FCCM

FCCM are direct marketing and membership specialists who are experienced in the transition, set-up, and despatch of digital membership cards for organisations across Australia. The team can advise on data supply, artwork requirements, how to handle members without mobile phone numbers, and all of the finer details of a successful digital membership or loyalty card solution.

For more information on how we can assist you and your organisation shift to digital cards, contact us today on 03 9553 2888 or email davidg@fccm.com.au to discuss the best membership card solution for your organisation.