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It's Not Valuable If It's Not Visible
The membership secret hidden in a petrol app
Steven Kryger
I'm a 'member' of 7-11. I say 'member' because I don't pay anything - yet signing up for the 7-11 app delivers visible value every time I fill up my car.
Here's how it works. When I use their app to purchase petrol, I can "lock-in" the best price from the five nearest 7-11 stores. After scanning my membership card when I pay, I receive the locked-in price. Every seventh visit I even get a bonus treat (though I’ve never actually claimed the free donut!).
But this isn't an unpaid promotion of 7-11. It's about what happened on my screen after paying for petrol Monday night:
This simple confirmation screen did three powerful things:
✅ Showed the exact value delivered ($13.15 saved)
✅ Created a positive emotional response ("feeling pretty good")
✅ Reinforced the action with celebration ("KA-CHING!")
Value needs visibility 👀
Too many membership organizations deliver value silently. They work hard to create exclusive benefits but miss the opportunity to highlight this value at the point when members access it.
You can’t assume your members know the value they are receiving. You need to show them.
For example:
Your membership just saved you $13.15.
If you weren't a member, you would have paid $13.15 more today.
You've saved $147.30 with us this year!
Your membership has now paid for itself 3 times over!
You’re on track to save over $500 this year!
More than a feel good moment ➕
This isn't just about making members feel good. When surveyed, many members don’t renew because they’re "not getting enough value." But often, the value is there - they just don't see it. They experience the benefits but don't connect them to their membership.
By making value visible, you're not just improving the member experience - you're also directly addressing one of your biggest retention challenges.
Celebrate the win 🎉
Once you’ve shown them the value they’ve received, celebrate it with them. That "KA-CHING!" button transforms a simple savings message into a moment to provoke a smile. It makes an otherwise mundane purchase just a little bit fun.
There are lots of ways to do this in small but noticeable ways. See how McDonald’s does this when you use your rewards to claim a free menu item?
What benefit are you delivering that your members might be missing? Find it, show it, celebrate it.
I'm a 'member' of 7-11. I say 'member' because I don't pay anything - yet signing up for the 7-11 app delivers visible value every time I fill up my car.
Here's how it works. When I use their app to purchase petrol, I can "lock-in" the best price from the five nearest 7-11 stores. After scanning my membership card when I pay, I receive the locked-in price. Every seventh visit I even get a bonus treat (though I’ve never actually claimed the free donut!).
But this isn't an unpaid promotion of 7-11. It's about what happened on my screen after paying for petrol Monday night:
This simple confirmation screen did three powerful things:
✅ Showed the exact value delivered ($13.15 saved)
✅ Created a positive emotional response ("feeling pretty good")
✅ Reinforced the action with celebration ("KA-CHING!")
Value needs visibility 👀
Too many membership organizations deliver value silently. They work hard to create exclusive benefits but miss the opportunity to highlight this value at the point when members access it.
You can’t assume your members know the value they are receiving. You need to show them.
For example:
Your membership just saved you $13.15.
If you weren't a member, you would have paid $13.15 more today.
You've saved $147.30 with us this year!
Your membership has now paid for itself 3 times over!
You’re on track to save over $500 this year!
More than a feel good moment ➕
This isn't just about making members feel good. When surveyed, many members don’t renew because they’re "not getting enough value." But often, the value is there - they just don't see it. They experience the benefits but don't connect them to their membership.
By making value visible, you're not just improving the member experience - you're also directly addressing one of your biggest retention challenges.
Celebrate the win 🎉
Once you’ve shown them the value they’ve received, celebrate it with them. That "KA-CHING!" button transforms a simple savings message into a moment to provoke a smile. It makes an otherwise mundane purchase just a little bit fun.
There are lots of ways to do this in small but noticeable ways. See how McDonald’s does this when you use your rewards to claim a free menu item?
What benefit are you delivering that your members might be missing? Find it, show it, celebrate it.
I'm a 'member' of 7-11. I say 'member' because I don't pay anything - yet signing up for the 7-11 app delivers visible value every time I fill up my car.
Here's how it works. When I use their app to purchase petrol, I can "lock-in" the best price from the five nearest 7-11 stores. After scanning my membership card when I pay, I receive the locked-in price. Every seventh visit I even get a bonus treat (though I’ve never actually claimed the free donut!).
But this isn't an unpaid promotion of 7-11. It's about what happened on my screen after paying for petrol Monday night:
This simple confirmation screen did three powerful things:
✅ Showed the exact value delivered ($13.15 saved)
✅ Created a positive emotional response ("feeling pretty good")
✅ Reinforced the action with celebration ("KA-CHING!")
Value needs visibility 👀
Too many membership organizations deliver value silently. They work hard to create exclusive benefits but miss the opportunity to highlight this value at the point when members access it.
You can’t assume your members know the value they are receiving. You need to show them.
For example:
Your membership just saved you $13.15.
If you weren't a member, you would have paid $13.15 more today.
You've saved $147.30 with us this year!
Your membership has now paid for itself 3 times over!
You’re on track to save over $500 this year!
More than a feel good moment ➕
This isn't just about making members feel good. When surveyed, many members don’t renew because they’re "not getting enough value." But often, the value is there - they just don't see it. They experience the benefits but don't connect them to their membership.
By making value visible, you're not just improving the member experience - you're also directly addressing one of your biggest retention challenges.
Celebrate the win 🎉
Once you’ve shown them the value they’ve received, celebrate it with them. That "KA-CHING!" button transforms a simple savings message into a moment to provoke a smile. It makes an otherwise mundane purchase just a little bit fun.
There are lots of ways to do this in small but noticeable ways. See how McDonald’s does this when you use your rewards to claim a free menu item?
What benefit are you delivering that your members might be missing? Find it, show it, celebrate it.
Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.
Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.
Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.