Victoria’s Secret ties up brands for new loyalty pilot

Victoria’s Secret, the lingerie brand which went tits up in the UK before being bought out by Next, is testing a new loyalty scheme with sub-brand Pink, in preparation for a full roll-out later this year.

The “VS and Pink Collective’ will be the company’s first programme that allows customers to earn rewards when shopping both brands, regardless of payment method. Pink was merged into the main business in July 2022.

The pilot will begin in the US, with 30% of existing customers of both brands in selected areas to gather feedback ahead of a full rollout later this year.

Previously, customers could earn rewards through the Pink Nation scheme or by using their Victoria’s Secret credit card when they shopped.

The new loyalty scheme will offer access to various rewards, member exclusives, digital community features and more, and as well as added benefits for credit card members.

High street retailer Next bought the Victoria’s Secret brand in the UK in September 2020, taking a 51% controlling stake after the British arm went into administration in June.

Victoria’s Secret chief customer officer Chris Rupp said: “Victoria’s Secret and Pink are fortunate to have had decades of loyal customers and fans.

“Through our transformation journey, we’ve been listening to these customers and have focused our approach on what they want and need. The VS and Pink Collective has been developed with the customer at the heart and we’re looking forward to gathering additional learnings to launch the full programme later this year.”