The evolution of enrichment offerings

The concept of enrichment offerings—additional products, services, or experiences designed to deepen the value for existing customers—has evolved over decades, shaped by shifts in customer expectations, loyalty economics, and business model innovation.

The idea has roots in several overlapping business strategies:

• Customer Retention & Loyalty Programs (1970s–1990s): Airlines and retailers pioneered loyalty schemes to reward repeat customers, laying the groundwork for exclusive benefits and tiered access.

• Value-Added Services (1990s–2000s): Telecoms and software companies began bundling services (e.g., voicemail, antivirus, support tiers) to increase perceived value and reduce churn.

• Customer Success & Experience Design (2010s–present): SaaS and consulting firms shifted focus from just selling solutions to ensuring customers achieve outcomes, leading to enrichment offerings like onboarding programs, training academies, and strategic reviews.

• Membership & Community Models (recent years): Brands like Peloton, Adobe, and even B2B firms have embraced exclusive content, events, and peer networks as part of their enrichment strategy.

There are sectors where having ‘an enrichment strategy’ is pretty much the norm. Here’s a few where that’s the case.

SaaS & Tech

Training portals, certification programs, user communities, feature previews.

Why do they do it? High switching costs and complex products make ongoing value crucial.

Professional Services

Strategic reviews, client-only workshops, insight reports.

Why do they do it? Relationships are long-term and trust-based; enrichment deepens impact.

Education & Coaching

Alumni networks, advanced modules, exclusive retreats.

Why does it work here? Learning is a journey; enrichment fit perfectly with this ethos and supports continued growth.

Luxury & Lifestyle Brands

Private events, early access, concierge services.

Why is it a useful tool here? Exclusivity and experience are core to brand value.

Healthcare & Wellness

Follow-up programs, digital tools, community support.

Why does it work here? Outcomes improve with continuity and engagement. Enrichment is simply further touchpoints to get the client to their outcome, faster.

Any services using Membership-Based Models

Tiered benefits, content libraries, member-only forums.

Why do they do it? The membership model depends on perceived ongoing value; without these enrichment add-ons, a membership can feel simply like a bill or a commodity.

Benefits for the Business

There is an Increased Lifetime Value. More touchpoints = more revenue and retention.

It can be a differentiation factor. Especially in commoditized markets, enrichment sets you apart.

Tends to improve advocacy. Engaged customers are more likely to refer and promote.

Very scalable. Many enrichment offerings can be systematized or digitized.