Victoria’s Secret & Co.(VS&Co)is piloting a new combined loyalty program for Victoria’s Secret and Pink that will allows customers to earn rewards when shopping both brands, regardless of their payment method.
Called “The VS & Pink Collective,” the new loyalty program is being tested with 30% of current Victoria’s Secret and Pink customers in select states across the U.S., ahead of the program’s full rollout later this year. Customers previously earned perks through the Pink Nation loyalty program or by using their Victoria’s Secret credit card. Pink Nation will sunset this month as VS&Co introduces a new Pink app and rolls out the Collective loyalty program.
The new loyalty program is the latest step in VS&Co’s transformation journey as it moves away from the more sexualized brand strategy of former CMO Ed Razek and Leslie Wexner, CEO of former parent company L Brands.
“Victoria’s Secret and Pink are fortunate to have had decades of loyal customers and fans,” said Chris Rupp, Chief Customer Officer for Victoria’s Secret & Co. in a statement. “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.”
The company is now focused on creating an image that resonates with a more inclusive pool of consumers and on “building lifelong relationships” with those customers “while bringing them exciting new opportunities to engage with the brands and one another,” the company said in its statement announcing the new loyalty program.
Other recent moves toward these goals include the November 2022 acquisition of digitally native intimates brand Adore Me, the debut of a digital-only tween brand and the introduction of a platform dedicated to women- and minority-owned or -led brands.
In addition to rewards, the VS & Pink Collective will offer member exclusives and digital community features as well as added benefits for credit card members. 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. The VS & Pink Collective also will feature a community platform that encourages peer-to-peer interaction.
As they earn rewards, customers will level up through three tiers — Insider, All-Access and VIP — for more opportunities to earn points and increasingly exclusive perks:
- Insider is the base tier for the program, with no spending minimum required to join;
- The All-Access tier is unlocked upon spending $300 or more annually; and
- VIP is unlocked upon spending $750 or more annually.
At each level, VS & Pink Collective members earn points on every qualifying purchase. 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.
Upon the full launch later this year, VS&Co plans to offer members other customizable rewards and tech features, although the company did not detail what those might be. “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,” said Sarah Sylvester, EVP of Marketing for VS & Co in a statement. “We are continuously introducing new touch points that help establish and maintain a two-way relationship with the customer, whether they are shopping in stores or online.”