Bero introduced Club Bero, an omnichannel loyalty program that lets customers earn credits regardless of where they purchase the non-alcoholic beer. Co-founded by Tom Holland and CEO John Herman, the brand places QR codes on its packaging that members can scan after buying through Bero’s Shopify storefront, Amazon, Target or Kroger.
The program includes a free tier and BeroMaster, a paid membership priced at $55 per year. Bero also connects loyalty status with exclusive product launches and early direct-to-consumer presales. Adding BeroMaster as an optional checkout item, with an immediate 10% discount and free shipping, helped triple paid membership signups.
For consumers, Club Bero connects purchases across retail channels within one rewards ecosystem. The strategy also supports stronger ecommerce performance, with paid members generating higher average order values and repeat purchase rates while maintaining the flexibility to shop through their preferred retailer.
Image Credit: Bero
What's Driving This Trend
- Omnichannel Rewards
- Unified loyalty ecosystems are creating new value by connecting purchases across marketplaces, retail shelves and direct-to-consumer storefronts.
- Qr-enabled Packaging
- Scannable packaging is turning physical products into digital engagement points that extend customer relationships beyond the moment of purchase.
- Paid Membership Tiers
- Premium loyalty options are blending discounts, shipping perks and product access to increase retention while strengthening ecommerce economics.
Who This Affects Most
- Non-alcoholic Beverages
- Sober-curious drink brands are differentiating through community-driven loyalty models that support repeat buying across fragmented retail channels.
- Retail Technology
- Cross-channel attribution tools are becoming more valuable as brands seek to recognize customers wherever transactions occur.
- Ecommerce
- Membership-based checkout integrations are reshaping online conversion strategies by pairing immediate savings with long-term customer value.
