Victoria’s Secret Unleashes New Pink Loyalty Program on Chicago

Posted on by Patty Odell

Victoria’s Secret’s lifestyle brand PINK has revamped its loyalty program and is getting the word out with a blowout event in Chicago this Saturday.

A branded double-decker bus—the brand’s first—will house a concert featuring four-time Billboard Music Award-winning Producer and DJ Marshmello. The journey begins at PINK’s North Michigan Avenue store and make stops at Stan’s Donuts & Coffee, Lou Malnati’s Pizza, and ends for a full concert at Chicago’s Navy Pier. Activations will continue across the city at local hot spots, including a members-only event at PINK’s flagship store on Chicago’s Miracle Mile.

PINK Nation
A view of the PINK Nation enhanced loyalty app.

The Chicago events set the stage for a multi-city bus tour to promote the new PINK Nation loyalty program and enhanced app to key markets and encourage membership.

The newly designed app is the centerpiece of the new loyalty program and will deliver to users a more innovative and intimate brand experience along with new features and functions to include member-only offers and benefits, in-app games, engaging content, and access to exclusive events. Also through the app college girls can connect with their respective campus reps—PINK’s brand ambassador program.

“We’ve spent the last decade creating this amazing experience through authentic connections with the PINK girl,” says Sarah Sylvester, senior vice president of marketing. “To build on that special relationship, the new app adds even more innovation and fun.”

PINK Nation launched in 2009 and has grown to a group of more than 2 million active monthly users who stay engaged through product promotions and special offers like giveaways and sweepstakes.


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To encourage new membership, an exclusive offer of member’s choice will be available when the app is downloaded, with an additional new offer each month. PINK Nation members will be the first to shop new styles, and be invited to coveted member-only events like shopping trips, parties, and other experiences. Members also have access to ultra exclusive events with PINK models, celebrities and influencers.

A new “Explore” tab finds everything currently trending at PINK such as new products, fan favorites and exclusive shopping offers and promotions that can be directly applied to their cart in the app. For the new look and feel, the team went back to its roots. Many of the original symbols, like the iconic PINK dog, peace sign and collegiate emblems got a modern makeover.

Also new to the app is the “Fun and Games” tab featuring a PINK-designed match 3 game that combines colorful, playful visuals with live elements. A new challenge is presented each week at a specific date and time only. A merchandise gift card will be presented to the top 10 winners each week. This section will also feature polls and quizzes, and stickers and wallpaper.

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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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