To better understand our members and build a crazy amount of empathy (and to do something not many companies even think of doing), I established Checkout 51's Member Appreciation Day.  

Once a quarter, I would invite a group of members to our Toronto office and spent two hours getting to know them: how they live, how they shop, and how they save. It gave the team a chance to dive into what our users liked, disliked, and needed to see to continue using our app, influencing both future sales and product decisions.

We invited all kinds of users in for these events, from power users to users that had churned, helping us to understand members in all stages of their lifecycle in the app.

Not to mention, it gave us a platform to let our members know just how much they meant to us!