​Catchoftheday launches fee-based online shopping club

The shopping app is rolling out a paid memebrship service to reward loyalty customers

Shopping app, Catchoftheday, has launched its Club Catch loyalty program, a fee-based, online-only club where members are rewarded for their loyalty with perks like free shipping, priority access to deals and 7-day customer service.


Catchoftheday’s business model is based on bringing premium brands such as Nike, Pandora, Samsung, ASICS, Tiffany’s and Nespresso, at discounted prices to online shoppers. For a price tag of $69 a year, Club Catch offers extras like free delivery, prioritised dispatch, on average and members-only deals and discounts.

CatchoftheDay managing director, Gabby Leibovich, maintains fee-paying members do get what they pay for.

“Club Catch evolved from feedback we received from our customers indicating they would happily pay to be part of a membership-based shopping club in exchange for a number of key benefits, including quick delivery and access to quality brands,” she claimed. “It is a win-win for the business and consumers as we can now reward loyal customers with a range of value enhancing initiatives in exchange for a small annual-membership fee, which effectively pays for itself in the first order.”

Attracting on average 3000 new members every week, Catchoftheday revealed its Club Catch members spend more than four times than non-registered customers.

To date, more than 20,000 members have signed up to Club Catch, with the company predicting strong growth for the loyalty program as a challenger to Costco’s success in this space. Leibovich said CatchoftheDay also boasts 2.7 million non-club members and has enjoyed double-digit revenue growth over the past eight years.

“Australians are traditionally very welcoming of loyalty programs and initiatives, whether point-based like Qantas frequent flyer and Myer One, or fee-based like Costco,” she said. “Australian customers have shown they are ready to adopt programs that give them better value and better service in return for regular business.”

According to Leibovich, the introduction of Club Catch represents an opportunity to further grow market share and distinguish CatchoftheDay from overseas and local competitors.

“Based on our current signup rate, we expect Club Catch to exceed Costco as the number one buying club in the country by member numbers within a year-and-a-half,” Leibovich said. “Our goal is to build Australia’s most exciting, prominent retail group. Central to that is delivering greater choice and value to our members.”

Despite the competitive edge the loyalty program is set to provide CatchoftheDay, Leibovich maintained the business actually tends to ignore competitive aspects and focuses on what customers want.

“We always ask, what would make our customers happier? If a business arrives at a loyalty program as an answer to that question, it will improve their business without a doubt,” she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

Latest Podcast

More podcasts

Sign in