JAKARTA - Membership programs are no longer just synonymous with discounts or shopping promos. Among young people, subscription services are beginning to evolve into access to more personal and exclusive experiences, ranging from community events, intimate concerts, to the opportunity to meet idols in person.
This trend can be seen in the fan session titled "Yang Member-Member Aja" which brought together the NPD (New Pusat Dunia) group with 100 selected GrabUnlimited members on June 26, 2026 at M Bloc Live House, Jakarta.
During the event, participants took part in various activities such as casual talk sessions, interactive games, question and answer sessions, and listening to NPD's latest single in an atmosphere that is closer than a typical music performance.
This phenomenon shows how membership programs are beginning to shift functions. If previously offering more savings benefits, now a number of services also provide added value in the form of experiences that are difficult for the general public to access.
For many young people, the opportunity to attend exclusive events like this is one of the main attractions for joining a membership program.
"This fan session feels very intimate because we can interact directly with fans, play games, and communicate with them. It feels closer, and this is a new experience for fans to be able to meet us in a different atmosphere from previous events,"
"Not only the fans who get new experiences, we at NPD also feel the same. Through this fan session, we can get to know the fans more closely, hear what they want to see from us, and cheer through games and sing together," said the NPD personnel, as quoted from a press statement GrabUnlimited to VOI, Tuesday, July 1.
On the other hand, the membership program offers benefits related to the use of daily services, ranging from ordering food to mobility.
However, the approach that is now developing does not only focus on cost efficiency, but also presents an experience that is in line with the lifestyle and interests of its users.
Melinda Savitri, Country Marketing and Communications Head, Grab Indonesia, said that the fan session with NPD was a form of appreciation for GrabUnlimited members.
"We want to provide benefits that go beyond daily savings, but also open access to exclusive experiences that are relevant to the interests and lifestyles of young users. NPD's growing organic popularity and its closeness to the younger generation make this collaboration in line with our commitment to continue to provide added value for customers," said Melinda.
As the trend develops, Grab's internal data shows that GrabUnlimited users have a higher level of engagement than regular users.
The average spending of membership customers for food delivery services is recorded 4.2 times higher than non-subscription users. In addition, the retention rate of customers of this program is also about twice as high as non-member users.
These data reflect that membership programs are not only used to obtain promos, but also become part of the habit of using digital services every day.
For service providers, membership is also evolving into a way to build long-term relationships with users through a combination of practical benefits and more personal experiences.
Later, the membership model is expected to present more collaborations with various communities, creators, and musicians.
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