Why Offer a Member Program?

Toppers Spa Salon started offering one in 2013 to boost sales after rough recession times, and to help the company with transition "from a perception of luxury to wellness," said Ken Wyka, president and CEO.

Career network Beyond.com launched a subscription program giving member small businesses more monthly job-posting and resume-review access to "create on ongoing, sustainable relationship with our clients," said Joe Weinlick, senior vice president of marketing.