Victoria’s Secret Pilots New Loyalty Rewards Program and Sunsets PINK Nation

Lingerie sector mainstay Victoria’s Secret is starting 2023 aggressively, first completing its acquisition of digital-first brand Adore Me in January and now announcing a pilot for its new loyalty rewards program for Victoria’s Secret and PINK customers.

Per a Friday (Feb. 24) press release, the lingerie and apparel retailer said the VS & PINK Collective rewards program is the company’s first such plan to allow customers to earn rewards when shopping both brands regardless of payment method, providing a better experience and value for customers,” adding that it will “begin the pilot with 30% of current Victoria’s Secret and PINK customers in select U.S. states “to gather feedback and learnings ahead of the program’s full rollout later this year.”

Previously, only shoppers enrolled in the company’s PINK Nation program or paying via a Victoria’s Secret branded card earned rewards. The pilot will test the unit economics and overall viability of a loyalty and rewards program that would be significantly expanded.

The pilot is structured in tiers where more spending unlocks higher membership tiers.

In the announcement, the company said: “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.” There is no spending minimum required to join. The All-Access tier is achieved after spending $300 or more annually, while the VIP tier is unlocked by spending $750 or above.

See also: Victoria’s Secret Announces CEO Change and Acquisition Completion

“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.”

These programs continue to prove a powerful loyalty enticement — provided the rewards are deemed valuable enough by consumers — hence the pilot and learning period.

Research supports the strategy. According to the 2023 Global Digital Shopping Index (GDSI), a PYMNTS and Cybersource collaboration, “Country by country, we observe that features that help consumers get better value for their money are in high demand in markets where inflation and competition for consumer spend are highest,” adding that “we observe that incentives, coupons, and rewards drive satisfaction in the…countries with the highest GDSI scores.”

Along those lines, the company said in the announcement that “in addition to points that they can redeem for rewards, 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.”

See also: Victoria’s Secret Looks to Woo’ Very Cautious’ Customers With Newness

As a consequence of the new loyalty rewards program pilot being readied for wider rollout later this year, the existing PINK Nation program “will sunset in February 2023 as the brand introduces a new PINK app and a more cohesive loyalty program.”

“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.”