US: Victoria’s Secret pilots new loyalty scheme - What do shoppers make of such programs?

Victoria’s Secret (VS) has announced a new loyalty program - “The VS and Pink Collective.” The scheme is being run as a pilot and will have a broader rollout later this year. It will allow customers to shop from either, Victoria’s Secret or PINK (a sub-brand that targets younger women) and earn rewards. The pilot will begin with 30% of current Victoria’s Secret and VS Pink customers.

What do Victoria’s Secret and VS Pink’s customers think about loyalty programs?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 59% of Victoria’s Secret and 64% of VS Pink’s shoppers agree with the statement that they “spend more money with brands when (they) are a member of their loyalty program.”

Profiles data suggests that respondents aged 55 years and above make up 24% of Victoria’s Secret’s customers in the US. While those aged between 45 and 54 years account for 23% of the brand’s shoppers.

VS Pink on the other hand appeals to younger audiences, with those between 25 and 34 years of age accounting for 25% of the brand’s current customers, followed by 35- and 44-year-olds (24%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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