‍About the Author: I'm Tim Dierckxsens, CEO of Venly, a blockchain technology provider. Before founding Venly, I spent years as a business consultant, helping executives innovate with digital solutions in industries like music, postal services, supply chain, and banking.‍

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Token Gating: Turning Every Buyer Into an Advocate

Doug’s business, Highland Titles, sells real plots of Scottish land as souvenirs. While the idea of tokenizing land might seem like just another tech gimmick, Doug has managed to take it further by incorporating blockchain-powered features that engage customers long after the sale.

So, how is Doug making his products “sexier” and transforming buyers into repeat customers and affiliates?

The Key Principles Behind Doug’s Success:

Real World Assets & Tokenization: Doug didn’t just sell plots of land. He turned them into Real World Assets (RWAs) that are tokenized and stored on the blockchain. This gave his customers proof of ownership through digital certificates, but it also opened the door to unique, blockchain-based engagement strategies like token gating.

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Token Gating for Exclusive Access: Every plot of land is linked to a digital token. But instead of simply issuing certificates, Doug uses those tokens to create an access pass. When customers own a token, they gain VIP benefits—whether that’s early access to new products, discounts, or participation in exclusive online and offline events. Think of it as a smart loyalty program, but one that’s automated and based on real-time data.

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Phygital Products: Doug understands that a blend of physical and digital products (phygital) resonates with customers. Every Highland Titles purchase comes with a personalized physical gift (e.g., coasters, tickets, personalized gift boxes), but it’s the digital token tied to the land plot that adds a layer of engagement. This combination builds a more meaningful connection between the buyer and the product, making the experience last beyond the transaction.

Evolving Engagement: From Gamification to Geocaching

Doug took token gating a step further by incorporating gamification into his business. His new project, Squarecrows, creates a deeper level of engagement for his customers.

• Dynamic NFTs: Each 3x3 meter plot of land Doug sells is represented by a unique digital token—a Squarecrow. These digital assets evolve over time based on customer actions. Whether it’s participating in online games or visiting their land in person, customers’ tokens can gain new traits, become more valuable, or unlock additional rewards.
• Creating Community Through Geocaching: Doug also encourages his customers to take part in real-world treasure hunts through Geocaching. This not only drives more in-person visits to their land plots but also builds a global community of customers united by a shared interest. The dynamic NFTs evolve as customers interact with their land in new ways.

The Bigger Picture: Why Token Gating Works for Your Shopify Plus Store

Now, let’s connect this to your business. Why does token gating matter?

The truth is, acquiring a new customer costs 5x more than retaining an existing one, and repeat customers spend 67% more than first-time buyers. By turning a purchase into a long-term, evolving experience—where the buyer feels valued and connected to your brand—you’re fostering loyalty in a way that standard loyalty programs can’t achieve.

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Token gating and dynamic NFTs help you create:

• Scarcity and Exclusivity: Doug capitalized on the rarity of his land in Glen Nant, Scotland, to create scarcity and demand. You can do the same by offering limited-edition products that unlock future perks and experiences.
• A Personalized Shopping Experience: Instead of generic discount codes, you can create rules that personalize offers based on the customer’s purchase history, giving them a reason to come back and explore more of your product range.
• A Built-In Affiliate System: By turning every buyer into an advocate, you reduce your CAC while increasing your LTV. Each token owner becomes a brand ambassador, referring friends and spreading the word about their unique experience—automatically creating an organic growth loop.

Unlock Untapped Growth Potential

Doug’s story isn’t about following the latest buzzwords—it’s about using technology to build deeper relationships with customers and creating a business model that encourages loyalty and growth. With token gating, you can achieve the same for your Shopify Plus store.

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Ready to see how token gating can work for you? Explore Venly’s Shopify App and start unlocking new opportunities today.