Membership-only retail warehouse clubs face an interesting conundrum. Some consumers question why they should pay to shop at a particular store when there are so many free options both brick-and-mortar and online. “It’s really about explaining the value proposition and the savings that you can get by joining a warehouse club like ours,” says Stephanie Meltzer-Paul, VP of member engagement at BJ's Wholesale Club. “That includes our breadth of offerings, our great discounts both in the club and then also at our gas stations, and really relaying the big benefits there.”  On average, BJ’s Wholesale Club members can save 25 percent off grocery store prices.
 
At the Loyalty Expo in Orlando, presented by Loyalty360, Meltzer-Paul will present “Driving Engagement in a Membership Business Model.” In the session, she will cover loyalty and engagement tactics at BJ’s Wholesale Club for the chain’s more than five million members. “I’ll also talk a bit about our loyalty program and how we engage members through all our channels, everything from acquisition to retention and engagement,” she adds.
 
“I think any marketer who has a membership base, whether that’s a paid membership base or a free membership base, will find the content very relevant,” she continues.  “Also, those who have any sort of loyalty program, again whether that’s paid or free, and those who work for a retailer I think will benefit from our knowledge around the club business.”
 
Attendees will learn acquisition tactics for acquiring members in a very competitive environment, as well as various retention tactics that organizations can try. Meltzer-Paul will also reveal three different promotional and engagement opportunities to try in the retail environment today.
 
BJ's Wholesale is the country's 3rd largest wholesale provider in 15 states. Its business model depends upon growing membership and driving engagement among existing members. The presentation will demonstrate how BJ’s markets to its target customer, and uses internal data to drive trips and spends. It will also take audience members on a journey from acquisition to engagement to retention to win-back strategies.

Stephanie Meltzer-Paul is currently the VP of member engagement at BJ's Wholesale Club where she oversees the loyalty program and membership retention efforts. Previously she has held consumer marketing positions at Starwood Hotels & Resorts and American Express.
 
Loyalty Expo, the true Voice of the Customer-driven and best practice-focused customer loyalty conference, will be held May 2nd through the 4th at the Caribe Royale Hotel & Convention Center in Orlando, Florida.