To earn customer loyalty, offer community, not rewards
Loved this analysis! One brand that popped into my head was Glossier. Would you consider the focus groups Glossier created as a sort of membership? Glossier focus groups remind me of the forums that would hold all of the streetwear conversations; building community through membership of a select group of people.
I feel like these forums/memberships allow people to feel like that "expert", kinda like your post on the rise of the curator!