Victoria’s Secret & Co pilots loyalty programme
Victoria’s Secret & Co is piloting a new loyalty programme for Victoria’s Secret and PINK customers as part of its transformation strategy.
The company will begin the pilot with 30% of current customers in selected US states ahead of its full rollout later this year.
Called The VS & PINK Collective, the scheme will allow customers to earn rewards when shopping with both brands, regardless of payment method. Previously, customers could earn perks through the company’s PINK Nation programme or by using their Victoria’s Secret Credit Card.
The scheme offers customers access to various rewards, member exclusives, digital community features and more, regardless of how they pay, with added benefits for credit card members.
Chris Rupp, chief customer officer for Victoria’s Secret & Co, said: “Victoria’s Secret and PINK are fortunate to have had decades of loyal customers and fans. Through our transformation journey, we’ve been listening to these customers and have focused our approach on what they want and need. The VS & PINK Collective has been developed with the customer at the heart and we’re looking forward to gathering additional learnings to launch the full programme later this year.”
As they earn rewards, customers will be able to move through three tiers. The Insider base tier has no minimum spend requirement to join while the All-Access tier is unlocked when shoppers spend $300 or more per year. Meanwhile VIP is unlocked with an annual spend of $750 or more. At each level, VS & PINK Collective members earn points on every qualifying purchase, unless they are signed up for the Victoria’s Secret Credit Card where they will earn at a faster rate.
Victoria’s Secret Credit card members are automatically enrolled at the All-Access tier and earn rewards twice as fast with 10 points per dollar spent when using their credit card. At the VIP level, card members earn 15 points per dollar.
VS & PINK Collective members may also be eligible to receive member treats including a $10 birthday gift, free shipping for eligible online purchases, early access to select product releases, double points days and more. At the time of the full launch later this year, the scheme will offer customers customisable rewards and innovative tech features.
Sarah Sylvester, EVP of marketing for Victoria’s Secret & Co, said: “We’re excited to reward our customers for their commitment with more of the perks they love as we offer new ways for them to shop and engage with our brands. We are continuously introducing new touchpoints that help establish and maintain a two-way relationship with the customer, whether they are shopping in stores or online.”
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