Victoria’s Secret to pilot new loyalty program

By

Jennifer Braun

Published
Feb 25, 2023

Victoria’s Secret & Co. announced on Friday plans to pilot a new loyalty program for Victoria’s Secret and Pink customers.

Dubbed 'The VS & Pink Collective', the initiative will be the company's first rewards program that allows customers to earn rewards when shopping both brands. The result is expected to be a better experience and value for customers. 

The pilot will begin with 30% of current Victoria’s Secret and Pink customers in select states across the U.S. to gather feedback and learnings ahead of the program’s full rollout later this year.

The program includes three tiers. 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, while VIP is unlocked upon spending $750 or more.

Beyond the points system, which can be redeemed for rewards, VS & Pink Collective members may also be eligible to receive member treats like a $10 birthday gift, free shipping for eligible online purchases, early access to select product releases, and more.

“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. 

“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 VS & Pink Collective is the latest step in VS&Co’s transformation journey. Previously, customers would earn perks through the company’s Pink Nation program or by using their Victoria’s Secret Credit Card when they shopped.