What can Local Businesses Can Learn From National Brands?
Running Your Business Like a Club:
Running any kind of business, from enterprise-level international brands to SMEs with a capital “S” - isn’t easy.
If it’s not the cost-of-living crisis on a big-picture level, it’s tariffs. Then you’ve got unpredictable, changing tax laws on the horizon, rising overheads, and governments that can’t seem to decide who should pay for what, where, or when. In the wise words of Snoop Doggy Dogg: “If it ain’t one thing, it’s a m***** f****** other…”
Tough economic times are partly the result of us collectively “waiting for the storm to pass” (yes, terrible weather analogy, I know).
We tell ourselves, “Once this situation blows over, things will get better.” But will they? Or will something else just pop up to stop us moving forward?
At some point, don’t we need to stop waiting and start making the best of hard times—or better yet, find a way to thrive despite them?
So what can be done to make the best of a crappy situation.
Starting with small businesses, the lynch pin of most economies. You’re competing with big chains, national brands, online stores, aggressive marketing, rising costs & price wars driving your profitabilty down.
But here’s the good news…
You have a SUPERPOWER that national brands struggle to replicate:
Personal connection.
Real community.
Face-to-face relationships.
And when you combine that with the strategies national brands use, especially the idea of running your business like a club, you can become unstoppable.
This blog talks about how national brands create club-like loyalty (and how you can copy it affordably)
Why “membership thinking” works for both small and big businesses
How app technology now let’s local businesses build communities like the big guys
Practical steps to turn your customers into loyal members and advocates
Why “Running Your Business Like a Club” Works
A “club” is more than a loyalty card or discount program. It’s a community-driven experience where customers feel:
Recognized
Valued
Included
Rewarded
Part of something special
This model works in EVERY industry: salons, gyms, cafés, boutiques, studios, services, retail, even B2B.
Because at the end of the day people don’t just want to buy. They want to belong
What National Brands Already Know (and Do Extremely Well)
Big brands have been using the “club” or membership models for years—sometimes without calling it a club. Think membership, “I am a member, I belong here…”
In fact, look at your phone right now. You probably have apps or memberships with companies like: Starbucks Rewards, Nike Run Club / Nike Training Club, Amazon Prime, Nectar Membership, Peloton Community, Airlines (Frequent Flyer Programs), etc, etc.
These aren’t just loyalty programs. They are club/membership experiences.
With perks like:
Points and rewards
Status tiers (Silver, Gold, Platinum)
Early access
Exclusive events
Personalized offers
Communities and forums
Content and guidance
Recognition and status
Why do they do this? Tangebly, because it works, and they can prove it: It increases visits. It boosts retention. It turns customers into fans, and they have the stats to prove it, curtosy of the apps we all install.
And guess what? Local businesses can do the same—just on a smaller, more personal scale.
The Big Lesson: NATIONAL BRANDS BUILD BELONGING AT SCALE, even when the customer is not in the shop, virtually or otherwise.
Local businesses can build belonging with HEART.
National brands rely on systems and technology to create community.
Local businesses naturally have authentic relationships and personal touch, with interactions and connection at a more personal level.
When a local business adopts national-level systems + keeps its human touch, that’s the winning formula.
The Local Business ADVANTAGE: You’re Already Halfway There
Local businesses actually have an edge over national brands in many ways. You naturally create personal relationships with your cleints, you know names and preferences of them, you deliver a warm, human experience. In what seems like a fractious and devided commuities, local business provide an essentiail sevice of real community feel of like minded people.
What you’re missing is the structure and scalability that national brands use.
That’s where technology—especially apps—comes in.
How App Technology Lets Local Businesses Compete Like National Brands
In the past, only huge companies could afford apps or data systems.
Today, local businesses can have the same tools (at a fraction of the cost).
Here’s some ideas of how memberships apps can help to run your business like a club:
1. Digital Loyalty & Rewards (No more punch cards)
Track visits, points, tiers
Celebrate milestones
Offer exclusive rewards
2. Push Notifications = Direct line to customers
“New product just arrived!”
“VIP event tonight—join us!”
“Hey Sarah, we miss you—enjoy 15% off today!”
3. Booking / Ordering / Scheduling
Let customers book appointments or classes
Order ahead
Join waitlists
Reduce no-shows
4. Exclusive Member Content
Tutorials
Tips
Behind-the-scenes
Member-only previews
Insider news
5. Events & Community
Host local meetups or classes
Invite members only
Use RSVPs in-app
Build relationships beyond the transaction
6. Personalized Offers
Send deals based on preferences or past behavior
Celebrate birthdays, anniversaries, loyalty milestones
7. Feedback & Reviews
In-app polls
Surveys
Private feedback
Improve your business with real data
8. Automation That Feels Personal
“Thanks for visiting!”
“Your next appointment is tomorrow.”
“Happy Birthday! Enjoy a free gift.”
Apps don’t remove the personal connection—
They support and scale it.
How to Start Using the “Club Model” Like National Brands (Without Being Huge)
You don’t need a massive team or budget. Start simple.
STEP 1: Define Your “Club Identity”
What experience do you want customers to be part of?
Fitness? Style? Wellness? Education? Community?
STEP 2: Let People JOIN (officially)
This could be: Free app membership, Loyalty program, VIP list, Paid membership or subscription (YES!! Membership programmes can be cash generative all by themselves!!)
STEP 3: Give Members Something EXTRA
Members should feel special: Early access, Bonus rewards, Exclusive events, Personalized content, Special pricing, Community connection
STEP 4: Use Technology to Stay Connected
Push notifications, messages, booking sessions and events. all in one place.
STEP 5: Make It Human
Even with digital tools, your voice matters.
Use names, speak casually, show personality, celebrate people.
STEP 6: Treat Every Customer The Same and play to your stengths: Emotional connection, Value and consistency, Experience and trust
STEP 7: Turn Customers into Members → Members into Ambassadors: Offer referral rewards. Celebrate superfans. Let them help grow your club.
National Brands Are Great At… Systems & Scalability, Loyalty structures, Tech & data, Apps & communication tools
Local Businesses Are Great At… Personal conections, knowing names and stories, Creating real relationships, Genuine community feel, In-person experiences
When local businesses borrow the systems from national brands… and mix them with their authenticity…
✨ You get the PERFECT club experience. ✨
Final Truth:
At the end of the day… we’re ALL consumers
Whether someone is: Ordering a coffee, Booking a meeting room, Buying supplies for their team, Joining a fitness class, Choosing a software plan, Hiring a service provider. We all want the SAME things:
✅ Ease
✅ Trust
✅ Connection
✅ Value
✅ Recognition
✅ Belonging
That’s why the “business as a club” model works anywhere and why local businesses who adopt it (with the help of technology) will win BIG in the future.
Ready to Build Your Own Club?
You don’t need to be Starbucks or Nike. You just need to think like them and deliver it in your own local, personal way.
If you’d like ideas or help designing a club-style experience or app tailored to your business, We’d love to help you map it out!
Because when your business feels like a club… Customers stay longer, Spend more, Bring friends, And support you for LIFE.