TechCrunch reports that Amazon Prime has added more experiential perks to reward members—most prominently, offering Prime members an exclusive sneak preview of the new Dwayne Johnson movie Jumanji. What’s most interesting to loyalty watchers is how well Amazon seems to understand the basic psychological drivers behind successful loyalty programs, and how clearly they exhibit loyalty best practices. As long as Amazon continues to evolve and expand Prime, it will continue to set the pace for retail loyalty.
By Rick Ferguson
According to TechCrunch, Amazon is providing Prime members the exclusive opportunity to enjoy a sneak preview of the new film Jumanji: Welcome to the Jungle twelve days before its December 20 release date. Customers can purchase up to 10 tickets for a December 8 showing at over 1,000 theaters operated by AMC, ArcLight Cinemas, National Amusements and Regal.
And in a continually impressive show of synergy, Amazon will waste no opportunity to showcase the benefits of Prime to moviegoers who take advantage of the promotion. Money quote from TechCrunch:
“Some locations will roll out a ‘blue carpet,’ and movie goers be able to use a Jumanji and Prime Photos-branded photo booth, and receive holiday gift bags from Amazon’s newest acquisition Whole Foods. In select markets, the first Prime members to arrive will also receive free Amazon devices, delivered via the Prime Now instant delivery service. ‘Prime members love watching movies, and that’s why we are treating them to something special this holiday season,’ said Greg Greeley, Vice President, Amazon Prime, in a statement about the new perk. ‘With this exclusive first look at Jumanji: Welcome to the Jungle, Prime members all over the country can come together to enjoy some well-deserved time with their loved ones and watch the latest adventure from our friends at Sony Pictures.’”
This isn’t the first time Amazon has added experiential benefits; in the United Kingdom, the company has offered Prime members access to exclusive members-only concert performances by popular rock acts. As TechCrunch points out, these perks aren’t designed to encourage more members to join Prime. Amazon is instead adding experiential soft benefits to reinforce the program’s sense of status and insider access to existing Prime members.
Many loyalty programs fail to build an emotional connection precisely because they fail to include soft benefits to add emotional appeal; a program that offers only a point-per-dollar, an anemic discount offer, or which otherwise appeals only to customers’ latent transactional loyalty is a program unlikely to build sustainable customer relationships. Amazon understands this, and understands that continuing to reinforce the value of Prime via experiential benefits affords it the chance to build relationships with Prime members that transcend latent, transactional loyalty and enter the realm of active, emotional loyalty. It’s another example of Amazon understanding and demonstrating loyalty marketing best practices—and it’s a helpful example for other retailers to follow.
Rick Ferguson is Editor in Chief of the Wise Marketer Group and a Certified Loyalty Marketing Professional (CLMP).
