There’s a reason people pay thousands of dollars for a Soho House membership. It’s not just about access to a workspace or a rooftop bar. It’s about belonging to something exclusive. The card in your wallet signals that you’re part of a community, a lifestyle, an experience that extends far beyond a single transaction.
IMAGE: TAPP
Now Imagine If Every Product You Sold Could Do The Same Thing
Most consumer brands treat purchases as finish lines. A customer buys a candle, receives a candle, and the relationship goes dormant until the next promotional email. But what if that candle unlocked access to a curated world of wellness content, exclusive product drops, or a community of like-minded enthusiasts? What if buying your product felt less like a transaction and more like joining a club?
That’s The Shift Tapp Is Enabling For Consumer Brands
Membership models have transformed industries from fitness to entertainment. Peloton doesn’t just sell bikes. It sells access to live classes, leaderboards, and a global community. Netflix doesn’t sell movies. It sells unlimited entertainment and the cultural currency of shared experiences.
These companies understand something fundamental: people don’t just want products. They want to feel like insiders.
The challenge for traditional consumer brands has been infrastructure. Building a membership experience requires content, technology, community management, and ongoing engagement. For most brands, especially those in physical goods, that’s been out of reach.
Tapp changes the equation. By embedding smart tags directly into products, brands can instantly transform purchases into membership experiences. A single tap unlocks curated content, loyalty rewards, interactive challenges, early access to new releases, or invitations to exclusive events.
IMAGE: TAPP
The Product Itself Becomes The Membership Card
A skincare brand using Tapp doesn’t just sell serums. Each product unlocks a personalized skincare routine, access to live Q&A sessions with aestheticians, and a private community where customers share tips and results. Buyers aren’t just purchasing a product. They’re joining a wellness collective.
A coffee company doesn’t just sell beans. Each bag connects customers to origin stories, brewing tutorials, and a rotating playlist curated by the roasters. Monthly challenges encourage experimentation with new recipes, and top participants get early access to limited releases.
A streetwear brand doesn’t just sell hoodies. Each piece grants access to behind-the-scenes design content, voting rights on upcoming colorways, and invitations to exclusive drops. The product is a ticket into the brand’s inner circle.
As Ishita Agrawal, founder of Tapp, explained in Tech Bullion, the goal is “creating magic with technology” by making customers feel like they’re part of something bigger than a purchase.
Membership models perform better than transactional ones. Members spend more, return more frequently, and advocate more loudly. They’re less price-sensitive because they’re buying into an identity, not just a product.
The data from Tapp supports this. Brands using the platform see 40 percent engagement rates and 26 percent increases in upsells. But more importantly, they see customers who stick around. Retention improves because the relationship doesn’t end at checkout. It deepens with every interaction.
As Business Insider Markets documented, Agrawal is “transforming one-time buyers into loyal brand communities” by giving brands the tools to create these ongoing relationships.
The biggest obstacle to membership models has always been complexity. Building the infrastructure requires significant investment in technology, content creation, and customer support. Small and mid-size brands simply don’t have the resources.
Tapp removes those barriers. The platform provides the technology layer that makes membership experiences possible without requiring brands to build everything from scratch. Smart tags integrate seamlessly with existing packaging. The experiences can be as simple or sophisticated as the brand wants. And the whole system scales with growth.
It’s Membership As A Service, Built Specifically For Consumer Brands
The future of consumer brands won’t be built on one-time purchases. It will be built on relationships that deepen over time. Products will serve as entry points into experiences, communities, and lifestyles that customers want to be part of.
This is the Soho House model for commerce. Every product is a membership card. Every purchase is an invitation. And every customer becomes part of something larger than themselves.
As USA Wire noted, Agrawal‘s vision requires brands to fundamentally “recreate the customer journey” by thinking beyond the transaction.
The brands that win in the next decade won’t be those with the best ads or the lowest prices. They’ll be the ones that make customers feel like members, insiders, and valued parts of a community.
Tapp is making that possible, one product at a time. Learn more about building membership experiences at thetapp.io.
IMAGE: UNSPLASH
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