Flamingo Estate wanted to unite and engage their community with a membership program

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As a business that understands the interconnectedness of nature and life, Flamingo Estate hoped to strengthen their bond with their already devoted customers. However, their existing dollars-for-points structure did little to engage customers, and, worse still, it produced minimal impact on the business. 

So Flamingo Estate’s Head of E-commerce, Michael Magaziner, set out to revamp their membership program by addressing four key concerns: 

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• Low referral rates: Existing customers were attached to the Flamingo Estate family, but they lacked any incentive to actively expand its circle.
• Low points redemption: Their customers weren’t using the points they earned to buy other items, which stifled customer LTV and limited ROI for the program.
• Overly complex marketing automation: The method for reminding customers about expiring points was too complicated for the Flamingo team to operate, so customers often let points expire.
• Costly development and maintenance: Their vision for the program would require tens of thousands of dollars to develop and months to build — plus, they’d have to maintain it forever.

Michael didn’t want to devote undue in-house resources to a massive rebuild, so he found a better path forward: Inveterate’s bespoke membership-building service.

Inveterate designed a membership program that reflects Flamingo’s values

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Inveterate set out to create a membership program that aligned with Flamingo Estate’s brand ethos and their business goals. Understanding what Flamingo Estate’s customers value would reveal the insights needed to increase customer sign-ups, increase redemptions, and create long-term fans.

After surveying the brand’s customers, Inveterate found that a whopping 83% were interested in joining a paid membership program. In other words, it was clear that they wanted to redeem rewards; they just needed a better mechanism. It was the green light Flamingo needed to proceed with Inveterate’s recommendations and kick off their pilot program.

Flamingo Estate built out a custom landing page that clearly spelled out the benefits of joining. For a $96 annual fee, members receive exclusive discounts, seasonal gifts, free shipping, early access to new products, and priority concierge support. As people began to sign up for the new and improved program, Flamingo began to see solutions to their key concerns:

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• Redemptions: Replaced points with The Estate Membership, which aligned with their values and prompted a far higher redemption rate than their previous points-based program. 
• Automation: Inveterate helps Flamingo put customer communications on autopilot with welcome messaging, cancellation notices, membership plan changes, and credit earning and expiry notifications. Inveterate also integrates with Klaviyo to define distribution lists, set triggers, and provide personalized membership data within email flows.
• Maintenance: Flamingo never has to worry about finding additional resources to manage its membership program; Inveterate handles it all.

After exceeding their annual sign-up goal in just three days, the Flamingo team wanted to capitalize on the demand, putting memberships at the center of their Cyber Week campaigns.

Michael says the Flamingo team felt supported by Inveterate throughout the process — from ideation and program setup to post-launch and beyond. Even better, they’re in charge of all maintenance development efforts. 

Customer value for members is 2x the value of non-members

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In just 72 hours of launching with Inveterate, Flamingo Estate had surpassed their annual sign-up goal by 200%, giving them the confidence to expand their membership program. And the positive outcomes began to stack up:

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• 200% over annual sign-up goal in just 90 days
• 2X value of members vs. non-members
• 16% higher AOV for members
• 2X increase in member orders
• 32% of member sign-ups in the first 30 days were net-new

Michael says it was exciting to see that the membership program was not only successful at driving deeper loyalty with existing customers but was also a viable customer acquisition strategy. Today, Flamingo Estate’s loyalty program continues to grow with more than 2,500 members currently.