Loyalty og engagement through subscription behavior
- Apr 22
- 2 min read
Key Takeaways from BARC [hacks] on Loyalty-Building Behaviour with Astrid Jørgensen (Subscrybe)
How do you build long-term loyalty and engagement in the cultural sector? On 25 April, we welcomed Astrid Jørgensen from Subscrybe for an inspiring BARC [hacks] webinar on subscription behaviour and loyalty strategies. Drawing on experience from both the cultural sector and the subscription economy, Astrid gave participants practical tools for how cultural institutions can move from transactional sales to relationship-based communities. Here are the key insights from the webinar.
1. Loyalty Is an Effect - Not a Goal in Itself: Astrid emphasised that the goal is not to build a loyalty programme, but to create subscriber behaviour — actions that lead users to respond with loyalty.
2. From Transaction to Relationship: Cultural institutions should move away from one-off sales (“needle-prick behaviour”) towards an ongoing relationship with their audiences. This creates higher user engagement and increased lifetime value.
3. Focus on the Subscription Journey: Subscription relationships require investment throughout the entire user journey — from onboarding and habit-building to retention, expansion, and win-back.
The key stages are:
Sign-up
Onboarding
Engagement
Anti-churn
Win-back
4. Use Data to Identify Key Moments: Find the decisive moments that mark the difference between ordinary and loyal users - for example, conversion from a museum visit to event participation.
5. Trends That Strengthen Loyalty:
Astrid highlighted five key trends:
Bundles: Combine multiple products/experiences into one offer
Paid loyalty programmes (e.g. Club Matas Plus)
Personalization
Churn prevention
Future-proof infrastructure (data and systems)
6. Understand Your Users’ Deeper Needs: Institutions should actively work to identify and match user needs through relevant value propositions. Use tools such as the Value Proposition Canvas for this work.
7. Start Small - and Measure the Effect: Set up concrete, measurable experiments. For example: Can we encourage museum visitors to also attend events, and does their engagement increase afterwards?
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