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Closed User Groups: an additional channel for DTC webshops

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A Closed User Group (CUG) is a private group of customers, companies, or entrepreneurs who have access to a unique online environment based on membership. This includes groups formed within loyalty platforms that are only accessible behind a login. Examples include member benefit portals, employee associations of KPN or Accenture, and FNV Member Benefits. These groups are ideal for exclusive promotions from A-brands, creating significant value for members.

‍Consider groups formed within loyalty platforms that are only accessible behind a login. For example, member benefit portals, employee associations of KPN or Accenture, and FNV Member Benefits. These groups are ideal for exclusive promotions from A-brands, creating significant value for members.   

CUGs are a way to generate additional sales through a Direct-to-Consumer (DTC) webshop. With a network of over 250 affiliated Closed User Group partners worldwide, GENRTR offers an effective way to promote and sell products within exclusive, closed communities.   

Benefits of CUGs

• Higher conversion rates
  Within a CUG, products are often offered with high discounts. Members appreciate unique and valuable promotions, resulting in higher lead and conversion rates.    

• Unique sales channel
  CUG marketing offers a new sales channel to gain more market share and increase brand awareness. This is particularly interesting for brands with a Direct-to-Consumer (DTC) strategy.   

• No channel conflict
  The offer is only accessible in a closed environment, which prevents channel conflicts. Since the offer is behind a login, there is no channel conflict with retailers. This makes it possible to make exclusive offers within the CUG without affecting other sales channels.   

• Higher discounts and lower commissions
  Due to the closed environment, more opportunities are available to offer higher discounts to a specific group, which will lead to increased sales and turnover. Commissions within CUG marketing are typically low, making the Return on Ad Spend (ROAS) often much higher than with other channels.   

Our National and International CUG Reach

Within the network of CUG publishers, we offer the following reach:   

• United States: 40 million  

• United Kingdom: 15 million  

• DACH (Germany, Austria, Switzerland): 15 million  

• France: 10 million   

• Netherlands: 7 million  

• Italy: 3 million  

• Belgium: 2 million  

• Iberia (Spain & Portugal): 2 million  

• Poland: 2 million  

• Nordics (Denmark, Sweden, Norway, Finland): 1.5 million  

Success Factors 

To be successful in CUG marketing, it is essential to offer an exclusive and competitive deal that aligns with the target audience. Consider:    

• A minimum of 20% discount compared to the best deal in the market at that moment.   

• Custom-made creative and a branded landing page.   

• Unique single-use voucher codes and generic voucher codes.   

• (Personalized) newsletters, homepage placements, direct mailings, and in-app push notifications.   

With Closed User Group marketing, GENRTR offers an innovative and effective way to exclusively promote and sell products within closed national and international communities, resulting in higher conversion rates and increased market share.   

 Want to know more? Contact us.   

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