Victoria’s Secret introduces new loyalty scheme to improve customer experience

Victoria’s Secret & Co. is piloting a new loyalty scheme for Victoria’s Secret and PINK customers, called 'The VS & PINK Collective'.

Shoppers previously could earn perks through the company’s PINK Nation service or by using a Victoria’s Secret Credit Card. The new scheme allows customers to earn rewards when shopping both brands regardless of payment method, providing a "better experience and value for customers".

The VS & PINK Collective offers access to various rewards, member exclusives and digital community features. It also allows members to receive treats such as a $10 birthday gift, free shipping for eligible online purchases, early access to select product releases, and double points days.

As customers earn rewards, they can level up through Insider, All-Access and VIP tiers for more opportunities to earn points and exclusive perks. The criteria includes:

• Insider: No spending minimum required to join.
• All-Access: Unlocked upon spending $300 or more annually.
• VIP: Unlocked upon spending $750 or more.

The scheme is the latest step in VS&Co’s transformation journey to create "lifelong relationships with customers, while bringing them exciting new opportunities to engage with the brands and one another".

Chris Rupp, Victoria’s Secret & Co. Chief Customer Officer, 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 program later this year.”

Ahead of the scheme's global rollout later this year, the company will begin the pilot with 30% of current Victoria’s Secret and PINK customers in select states across the US to gather feedback and learnings.