Beyond the Sale: How Worten Is Building Loyalty Through the Subscription Economy

In this episode, Gordon Glenister explores the subscription side of the membership economy with Guida Marques Pinto, Business Director Loyalty and Value at Worten, and Jorge Pereira, Business Unit Manager at Worten. With more than 30 years in business, Worten is a leading consumer technology retailer, operating around 200 stores alongside a highly successful ecommerce business in Portugal and the Canary Islands. But its relationship with customers now extends far beyond selling TVs, appliances and technology. Guida and Jorge explain how Worten has developed two subscription propositions. Casa Plan focuses on the home, offering benefits and discounts on services such as installations and household support, while Tech Plan provides savings on technology services including repairs. They discuss why the point of sale remains crucial to subscription growth, the importance of training store teams, and some unexpected customer groups embracing the model – including Airbnb hosts and overseas homeowners looking for a trusted source of plumbers, electricians and other specialists. The conversation also explores how trust can drive loyalty, particularly when consumers are inviting service providers into their homes. Finally, Gordon, Guida and Jorge look at the bigger membership picture: how customer data and consent enable more personalised communications, the growing Worten Life partner ecosystem, and what retailers can learn from successful membership and subscription propositions such as Amazon Prime, Revolut and Best Buy. A fascinating insight into how subscriptions can transform a retailer from somewhere customers buy products into a brand they rely on throughout their lives.